資訊不對稱在體育運動之探討

黃荷婷 ； 黃美珍

《高師大體育》 14期 (2016/01) Pp. 78-93

https://doi.org/10.6305/PENKNU.2015.14.6

摘要

隨著國民所得提升及對健康的重視，人們愈來愈重視閒暇時的休閒生活，親身參與運動或是觀賞運動賽事就成為休閒活動的選擇。而當運動產業成為帶動國家整體成長的重要角色時，運動產業發展所連帶產生的外部性、衍生性及經濟性值得我們重視。資訊經濟學中提到人們會根據本身擁有的資訊進行決策，當我們對一件事不夠瞭解時，就會降低從事某種行為的可能性。所以若因為資訊不對稱造成人們對運動不瞭解，或是運動產業產生逆選擇及道德風險，對運動產業發展都是一種阻礙。運動市場中存在著簽賭、禁藥、放水等事件，產生資訊不對稱的可能性，因此，本文將資訊不對稱觀點融入運動之中，藉由資訊不對稱之探討，瞭解資訊不對稱對觀賞意願及臺灣運動產業發展之影響，以提出改善策略降低運動產業存在之資訊不對稱情形，其策略包含：一、政府介入管理；二、良好制度的體育組織；三、適當的激勵制度；四、運動員的自我認同；五、加強各項資訊流通；期盼進而提升全民觀賞運動、參與運動及促進運動產業之發展。

關鍵字

資訊不對稱 ； 逆選擇 ； 道德風險

並列摘要

As the increase of national income, people increase emphasis on the health and the leisure activities. People can choose to do sport personally or to watch sports events. When the growth of sports industry has become an important role, we need to pay more attention to the externalities, derivatives and economy of sport industry. Information economics mentioned people will make decisions based on their own information. When we do not sufficiently understand one thing, it will reduce the possibility of doing any act. Therefore, it will be hinder development of sports industry when people don't understand about the sport or adverse selection and moral hazard. Sports industry presence gambling, doping and match-fixing. This study combined information asymmetry and sport to discuss the affecting on spectating willingness and the development of sport industry in Taiwan. Proposed improvement strategies to reduce the presence of information asymmetry sports industry situation. First, government intervention in management; Second, a good system of sports organizations; Third, appropriate incentive system; fourth, athlete self-identity; Fifth, the strengthen the flow of information; looking forward to enhancing the national spectator sport, sport participation and the development of sport industry.

並列關鍵字

Information Asymmetry ； adverse selection ； moral hazard