Effects of Team Identification on Motives, Behavior Outcomes, and Perceived Service Quality

Li-Shiue Gau ； Jeffrey D. James ； Jong-Chae Kim

《Asian Journal of Management and Humanity Sciences》 4卷2-3期 (2009/09) Pp. 76-90

https://doi.org/10.6413/AJMHS.200909.0076

並列摘要

The current article comprehensively examines the affective, behavioral and cognitive effects of team identification. In the affective aspect, the influence of team identification regards motives driving people to attend games. The first hypothesis is that persons high in identification would be more likely to be motivated by Self-definitive motives than by Entertainment and Sociability. That is, persons low in identification would be more likely to be motivated by Entertainment and Sociability than by Self-definitive motives. With respect to the influence of team identification on behaviors, the second and third hypotheses are that highly identified fans consume more media and merchandise than people low in identification. Regarding the influence of team identification on cognition, the fourth hypothesis is that highly identified fans perceive higher service quality than people low in identification. The results support all of the hypotheses. Sport marketers may design marketing programs appealing to different segments with different levels of team identification.

並列關鍵字

team identification ； motive ； media consumption ； merchandise consumption ； service quality