從非迷到著迷-女球迷形塑歷程之探究：形成脈絡、認同與實踐

運動場域向來被視為男性陽剛的場域，但近年來在台灣職棒比賽現場，女性觀眾人數逐年增加，甚至展現出對支持球隊的高度忠誠，成為職業運動場上值得關注的新興族群；又過去關於運動迷之文獻雖多，卻多處於以男性為主的概念，女性球迷一直未受到重視。爰此，本研究旨在探討中華職棒高涉入的女性球迷之形成歷程、認同意涵與其支持行為。研究過程中，本研究採取質性研究方式，藉由「焦點團體訪談」與「深度訪談」兩種方式取得資料，以10位「近一年進場觀賞職棒賽事次數高於20場以上」之女球迷為本研究參與者，從她們個別的主體經驗與行為出發，從而揭示其認同形成的脈絡與意義。研究結果發現，深度女球迷從最初非球迷到高度參與，有著心理態度的循序變化以及內在心理與外在行為交互影響的過程。在形成迷之最初，她們主要是在父親、同儕與國際賽期間之大眾媒體三種代理人的引介下認識棒球，從而開啟其心理變化歷程，從開始喜歡到建立情感依附再發展出其忠誠。而情感建立關鍵期發生在她們成年後，因為這階段她們有經濟能力與自我時間，得以密集進場觀賽，方從中建立起對球員與球隊高度認同。這樣的認同，並非來自於球員外表吸引力，她們更看重的是球員的球技表現、球員散發出的個人特質、態度，整體球隊展現出的精神、球團的經營方式等；同時，她們以專業素養和自我意識的選擇突破了傳統在女球迷身上的性別框架以證明其球迷的真實性；也因同屬某隊球迷而和其他人建立起群體認同。因此，棒球成了她們生活重心，讓她們投入熱情與感情，盡情徜徉於棒球場上，也進而產生一系列女球迷的實踐行為，包含感性關懷層面、文本再造的生產性以及高消費能力。研究者建議球團應該多加重視這群在意情感連結、有消費能力也願意投入的消費者，繼續維繫她們的忠誠並培養更多其他可能的深度女球迷；也建議未來更多女球迷的議題應持續被關注討論，呈現女球迷更多元的面貌。

關鍵字

迷；女球迷；球隊認同；球員認同；社群認同

並列摘要

Sports fields are always regarded as the place for male. Yet in recent years, the number of female baseball spectators has been steadily growing in Taiwan. Sometimes they even showed a high degree of loyalty to the team and become a new segment. To date, most studies in the literature on sport fans were based on male spectators without paying much attention to female sport fans. Therefore, this study was focus on female sport fans, in particular the true female sport fans. From focus-group interviews and in-depth interviews, the researcher collected and analyzed the experience and behavior of ten participants in order to uncover their road to form their identity and the meaning behind. The results showed that female sport fans learned about baseball at their early ages from their fathers, peers and international baseball events. They began their journeys from establishing emotional connections to devoting their passion for the team and finally developed their loyalty. The critical time when they developed their passion for the team usually began from the time when they became adults, economic independent, and have control of their own time. With high attendance to the games, they developed the identification with their team and players. Such an identification was not from the attractiveness of the players’ appearance, but rather their skills, performance, characters, attitude, team spirit, the way the team operates. These female sport fans used their professional knowledge to break the conventional gender barrier and proved they were real fans. They also developed the identification with the community. Therefore, baseball became the main part of their lives which enabled them to put in their enthusiasm and passion on the baseball field, and brought about the practice of female sport fans behavior. This comprises the passion for care, the reproduction of text, and high consuming power. Thus, team managers should pay more attention to this group of highly motivated, passionate, enchanted and having high consuming power by maintaining their loyalty and to search for more zealous female sport fans. More studies on female sport fans still need to be conducted which will uncover the diversity instead of stereotyped images.