本研究參考國內外學者的觀點來探討球迷參與、偶像崇拜、球迷支持度及球隊忠誠度之間的關係。本研究以台灣超級籃球聯賽球迷為研究對象,藉由了解第一級觀賞者入場觀看比賽,能否直接建立球隊忠誠度;或產生個人及從眾效應效果的群體偶像崇拜進而提升球隊忠誠度;或藉由第一級觀賞者入場觀看比賽,透過球迷支持度含精神、實質、資訊提供與讚揚,而當在現場觀賽的球迷購票入場,這種行為表現對球賽實際的付出才能說是真正的支持,進而提升球隊忠誠度。 本研究以問卷調查法為做為研究方法,透過研究者至北、南兩個地方之比賽場地現場對球迷發放問卷,經由量化的統計數值以推導球隊忠誠度能否因球迷參與、偶像崇拜、球迷支持度而有所提升。 本研究預期能夠提升民眾對於國內籃球聯賽且至現場觀看比賽提出方針,並不會再是只有國際比賽及冠軍賽場邊才會出現的短暫球迷,並針對球團提出有利之建議,使球團更接近球迷能夠提升球隊忠誠度。 而本研究最終之結果透過迴歸分析得知,其球迷參與會被偶像崇拜及球迷支持度影響,進而影響球隊忠誠度。
In this study, the relationship between fan participation, idolatry, fan support and team loyalty is discussed with reference to domestic and foreign scholars. This study takes Taiwan Super Basketball League fans as the object of study, and whether it can directly establish team loyalty by understanding the first-level viewers to enter the game, or the idolatry worship which can produce the effect of individual and herd effect and improve team loyalty ; or by first-class viewers admission to watch the game, through the fans support with the spirit, substance, information and praise, and when the fans in the on-site spectators tickets admission, the behavior of the actual performance of the game can say is the real support, thereby enhancing team loyalty. In this study, questionnaire survey method as a research method, through the researchers to the north, central and south of the three venues of the venue for the fans to issue a questionnaire to quantify the statistical value to derive the loyalty of the team because of fan participation, Idol worship, fans support and has improved. This study is expected to raise the public's opinion on the domestic basketball league and to observe the competition. It will not be a short-term fan who will only appear in international competitions and championships. The team will make more favorable suggestions for the pellets. Close to the fans to improve team loyalty. The final results of this study through regression analysis that the team loyalty would affected by idol worship and fans supporting.