主場經營、球隊認同與行為意圖關係之研究－以臺北富邦勇士職業籃球隊為例

A Study on The Relationship among Team Home Business, Team identification and Behavioral Intention: A Case of the Taipei Fubon Braves Professional Basketball team

鄭凱仁(Kai-Jen Cheng) ； 廖晨安(Chen-Am Liao) ； 鄭俊傑(Chun-Chieh Cheng)

《中原體育學報》 14期 (2020/07) Pp. 15-26

https://doi.org/10.6646/CYPEJ.202007_(14).0002

摘要

主場模式已是世界職業運動球隊發展重要之一環，藉由球隊對於主場之經營，使球迷對於球隊產生情感連結與歸屬感，進而產生對於球隊的支持行為，形成球隊即城市之目標。臺北富邦勇士職業籃球隊成立於2014年，加入東南亞職業籃球聯賽（ABL），為臺灣籃球運動職業籃球隊之一，其主場地位於臺北市，過往中華隊球員加入此球隊，使成立首年就引起媒體與網路上熱烈討論。為此，本研究之主要目的以探討臺北富邦勇士職業籃球隊，主場經營、球隊認同與行為意圖之關係情形。研究問卷以便利抽樣方式施測，以臺北富邦勇士職業籃球隊球迷作為施測對象，問卷發放371份，有效問卷為338份，有效問卷回收率91.4%。研究結果發現：（1）年齡較輕的學生及中產階級球迷，對於球隊更有情感上的連結，年輕球迷更產生較大的行為意圖。（2）主場經營之方式更打動北部球迷的心，觀賞次數最多次的球迷無法延續其行為意圖，將會是未來經營需要討論之問題。（3）主場經營對、球隊認同與行為意圖之關係，為低度至高度相關之關係。（4）主場經營對應於球隊認同有正向之影響性，球隊認同對於行為意圖有正向之影響性。

關鍵字

主場經營 ； 球隊認同 ； 行為意圖 ； 職業籃球隊

並列摘要

The home team business is one of the important part in the development of professional sport teams around the world. The fans will generate emotional contact because of the home team business, the fans will generate behavioral intention, form the goal of ＂town=team＂. Taipei Fubon Braves Professional Basketball team is founded on 2014, and joined into the ABL at 2019. The team is the second professional basketball team in Taiwan. The major field locate in Taipei, and most of their players were the country team's players. That is why they are discuss by medias and the network platform at the first year in ABL. The purpose is to discuss the relationships among team home business, team identification and behavioral intention of the Taipei Fubon Braves Professional Basketball team. Using random sample collected questionnaires were distributed and 371 questionnaires, 338 valid questionnaires, the effective response rate was 94.1%, questionnaires. Following of the Result: first, the younger fans and the middle classes have more emotional contact, and have more behavioral intention. Second, the team home business method attract the fans who live in the north Taiwan very well. However, the emotional contact of fans who watch games more than 6 times can't continue as other fans, the team need to discuss how to improve this condition. Third, there are low to high correlations among the home team business, team identification and behavioral intention of the Taipei Fubon Braves Professional Basketball Team. The last, the team home business can positively predict team identification. Also, the team identification can positively predict behavioral intention.

並列關鍵字

The Team Home Business ； Team Identification ； Behavioral Intention ； Professional Basketball Team

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