運動涉入與運動消費行為-心理承諾的中介角色

Sport Involvement and Sport Consumption Behaviors: The Mediating Roles of Psychological Commitment

曹鉦暘(Cheng-Yang Tsao)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

最近幾年，台灣的人民的運動習慣逐漸被養成，在這樣的社會氣氛下，許多企業選擇與運動活動做結合，進而使運動休閒產業逐漸被重視。而台灣在1989年開始成立了職業運動聯盟，對於運動休閒產業則有著一個帶頭的作用。對許多職業運動來說，運動的愛好者以及球迷是最主要的消費者，透過這些消費者才能讓職業運動持續進行。
在過去的許多研究中，已有不少學者探討球迷對職業球隊的態度或是球迷的消費行為。然而卻很少有研究針對消費者的心理承諾和消費行為進行研究。因此，在本研究中將心理承諾視為中介變數，探討心理承諾在涉入與消費行為間的關係中是否有著顯著的影響。
本研究目的有三個：(1)探討影響運動消費者對於消費行為的影響動機。(2)了解涉入程度與消費行為的關係。(3)透過心裡承諾為中介變數，探討是否影響運動消費者的消費行為。而結果顯示，涉入對於參與和媒體使用有著直接關係，而對於商品購買的關係並不顯著，然而當加入計算承諾為中介變數後，涉入對商品的購買集有了正向的關係。

關鍵字

運動涉入、心理承諾、運動消費行為

並列摘要

In recent years, more and more Taiwanese people are getting used to exercising. With the rising social atmosphere, many enterprises tend to connect its product with exercises, so that sports and leisure industry is gradually taken seriously. In 1989, as a pioneer of sports and leisure industry, Taiwan founded the professional sports league. As too many professional sports, the main consumers are the sport-lovers and sports fans, and it is they who keep the professional sports going on. According to the studies in the past, many scholars explore the attitude and consumer behavior of fans towards professional sport teams. Yet, few studies are aimed at consumers' psychology commitment and consumer behavior. Therefore, this study takes psychology commitment as the mediator to investigate whether there is a significant effect on the relationship between involvement and consumer behavior.
The following are the three main purposes of this study. 1. To explore the motivation that influences sports consumers towards the consumer behavior. 2. To understand the relationship between involvement and consumer behavior. 3. To investigate if there is an effect on sports consumers' behavior using psychology commitment as a mediator. To sum up, the study result shows involvement has a direct relationship with participation and the use of media, whereas that of product consumption is not significant. While adding commitment as a mediator, involvement would then have a positive relationship with product consumption.

並列關鍵字

Involvement ； Psychological Commitment ； Sport Consumption Behavior

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