職業運動粉絲崇拜職籃偶像之研究

體育偶像在網路的時代裡，透過各大社群媒體，吸引偶像粉絲，常會帶起一波風潮進而造成影響力，粉絲會製造強大的氣候意見，導致整個網路風向對自己喜愛的粉絲有利。本研究以美國職籃NBA粉絲專頁為例，探討線上粉絲崇拜體育偶像的現象，從不同類型粉絲崇拜，探討缺乏效能、預期的制裁、錯誤的方向議題對粉絲表態行為的影響。研究採便利抽樣的方式進行問卷調查，共發放了324份問卷，以SPSS統計套裝軟體進行分析，分析方法包括描述性統計、信度分析、效度分析、迴歸分析。研究結果顯示，不同偶像的類型會在體育粉絲專頁上造成不同程度的影響，強烈的個人情感對沉默螺旋的缺乏效能、預期的制裁、錯誤的方向議題有負相關。

關鍵字

偶像崇拜；沉默螺旋理論；表態行為

並列摘要

In the age of the Internet, sports idols attract idol fans through major social media, which often creates a wave of influence and influence. Fans will create strong climate opinions, which will lead to the entire Internet trend being favorable to their favorite fans. This study takes the NBA fan page as an example to explore the phenomenon of online fans worshiping sports idols, and explores the impact of lack of efficacy, expected sanctions, and wrong direction issues on fan behavior from different types of fan worship. The research adopts the method of convenience sampling to carry out the questionnaire survey. A total of 324 questionnaires are distributed and analyzed with SPSS statistical package software. The analysis methods include descriptive statistics, reliability analysis, validity analysis, and regression analysis. The findings show that different types of idols have varying degrees of influence on sports fan pages, and that strong personal emotions are negatively related to the lack of efficacy of the silent spiral, expected sanctions, and wrong-direction issues.

並列關鍵字

Idolatry ； the Spiral of Silence Theory ； Assertive Behavior

參考文獻

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劉韋廷(2020)。運動消費者行為之研究-以台灣NBA球迷為例〔碩士論文，中原大學〕。 doi: 10.6840/cycu202000144

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