簡易檢索 / 詳目顯示

研究生: 韋雅婷
Wei, Ya-Ting
論文名稱: P. LEAGUE+ 觀眾觀賞動機、球隊認同、涉入程度與消費行為之研究
A Study on Spectators’ Motivation, Team Identification, Involvement and Consumption Behavior of P. LEAGUE+
指導教授: 朱文增
Chu, Wen-Tseng
口試委員: 黃煜
Huang, Yu
李建興
Lee, Chien-Shing
朱文增
Chu, Wen-Tseng
口試日期: 2023/06/09
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 139
中文關鍵詞: 臺灣籃球職業聯盟觀賞動機球隊認同涉入程度消費者行為
英文關鍵詞: Taiwan basketball professional league, motivations, team identification, involvement, consumer behavior
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202301326
論文種類: 學術論文
相關次數: 點閱:174下載:0
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 本研究以實際進場觀看過P. LEAGUE+賽事之觀眾為對象,採問卷調查方式,進行其對觀賞動機、球隊認同、涉入程度與消費行為之調查;回收有效問卷490份進行分析。研究結果為PLG現場觀眾以男性、20-29歲、大專院校、上班族、 月收入在3萬到4萬元之間 。觀賞動機以「比賽氛圍」、球隊認同以「個人評價」為最高分,涉入程度都是高涉入。消費行為進場多以1-5次、以球隊相關社群獲取資訊、喜愛球隊員、賽事精彩為主要進場考量、與同事 (學) 朋友一起進場通常為2人一起觀賽、多在臺北和平籃球館、購買單場票觀賽為主、最常花501-1,000元的票價、以摩托車作為交通工具、交通時間約31-60分鐘、大部分都購買過周邊商品,最常的花費為501-1,000元、超過9成的觀眾會再次進場、支持球隊以臺北富邦勇士、新北國王為主。不同人口統計變項對觀賞動機、球隊認同、涉入程度與消費行為皆有顯著影響;觀賞動機、球隊認同與涉入程度呈現正向影響關係;不同觀賞動機、球隊認同、涉入程度對消費行為也有部分顯著影響。基此,本研究建議聯盟與球隊必須維持賽事的本質,比賽與球員本身,並加強球迷間的互動。

    This study targeted actual spectators who had watched P. LEAGUE+ (PLG) games and conducted a questionnaire survey to investigate their motives for game watching, team identification, level of involvement, and consumption behavior. A total of 490 valid questionnaires were collected for analysis. The research findings indicated that spectator consists mostly of males, aged 20-29, college- educated, office worker, with a monthly income ranging from 30,000 to 40,000 dollars. The primary motivation for watching games is the "game atmosphere," and the highest factor contributing to team identification is " personal evaluative." The level of involvement is generally high. In terms of consumption behavior, most spectators visit the venue 1-5 times, gather information about the team through social media, have a preference for specific players, and consider the excitement of the game as the main factor for attending. They usually attend games with colleagues or friends (usually in pairs), predominantly at the Taipei Heping Basketball Gymnasium. Single-game tickets are the preferred choice, with ticket prices ranging from 501 to 1,000 dollars being the most common. Motorcycles are the primary mode of transportation, with an average travel time of 31-60 minutes. The majority of spectators have purchased merchandise, with expenditures typically ranging from 501 to 1,000 dollars. Over 90% of the spectator expresses the intention to attend again, with support primarily directed towards the Taipei Fubon Braves and New Taipei Kings. Different demographic variables have a significant impact on motives for game watching, team identification, level of involvement, and consumption behavior. Motives for game watching and team identification exhibit a positive influence on the level of involvement. Different motives for game watching, team identification, and level of involvement also have some significant effects on consumption behavior. Based on these findings, it is recommended that the league and teams maintain the essence of the games and focus on the competitions and players themselves while enhancing interaction among fans.

    第壹章 緒論1 第一節 研究背景與動機1 第二節 研究目的3 第三節 研究問題3 第四節 研究範圍4 第五節 名詞釋義4 第貳章 文獻探討6 第一節 臺灣職業籃球聯盟概況與發展6 第二節 觀賞動機相關研究19 第三節 球隊認同相關研究27 第四節 涉入程度相關研究32 第五節 消費者行為相關研究37 第參章 研究方法46 第一節 研究架構46 第二節 研究流程47 第三節 研究對象與抽樣方法48 第四節 研究工具50 第五節 資料處理與分析55 第肆章 結果與討論57 第一節 PLG現場觀眾人口統計變項之分布情形57 第二節 PLG現場觀眾觀賞動機、球隊認同、涉入程度與消費行為之現況60 第三節 人口背景對觀賞動機、球隊認同、涉入程度之差異71 第四節 人口背景對消費行為之差異82 第五節 觀賞動機、球隊認同與涉入程度對消費行為之差異94 第六節 觀賞動機、球隊認同與涉入程度之關係 113 第伍章 結論與建議116 第一節 結論116 第二節 建議119 引用文獻121 附 錄132

    Google Trends (無日期a)。搜尋熱度的趨勢變化2022/6/1-2022/6/30。Google Trends。擷取於12月15日2022年,https://trends.google.com.tw/trends/explore?date=2022-06-01%202022-06-30&geo=TW&q=%2Fg%2F11k12r8kpr,%2Fm%2F04whzc,%2Fg%2F11q1vlxtzt&hl=zh-TW
    Google Trends (無日期b)。搜尋熱度的趨勢變化2023/5/1-2023/6/30。Google Trends。擷取於07月18日2023年,https://trends.google.com.tw/trends/explore?date=2023-05-01%202023-06-30&geo=TW&q=%2Fg%2F11k12r8kpr,%2Fm%2F04whzc,%2Fg%2F11q1vlxtzt&hl=zh-TW
    P. LEAGUE+ (2022,11月5日)。賽務章程。P.LEAGUE+賽務章程。
    https://pleagueofficial.com/rulebook
    P. LEAGUE+ (無日期)。賽程/比分。P.LEAGUE+官網。擷取於11月06日2022年,
    https://pleagueofficial.com/schedule-regular-season/2022-23
    T1 LEAGUE (2023,6月21日)。聯盟規章。T1 LEAGUE 官網。
    https://t1league.basketball/about
    T1 LEAGUE (無日期)。賽程戰績。T1 LEAGUE 官網。擷取於11月06日2022年,
    https://t1league.basketball/schedule
    文大培 (2010)。不應消失的記憶─中華職籃解散原因之探討 [未出版碩士論文]。國立臺灣師範大學。
    王沛泳 (2001)。球迷參與行為及參與滿意度之影響因素-統一獅實証研究 [未出版碩士論文]。國立成功大學。
    王勝裕 (2012)。籃球鞋消費行為之研究-方法目的鏈之應用 [未出版碩士論文]。國立臺灣師範大學。
    江和軒 (2021)。偶像崇拜、體驗行銷對臺灣職籃觀眾購買意願之影響—以 P+聯盟為例 [未出版碩士論文]。國立暨南國際大學。
    李子聖 (2011)。臺灣籃球運動參與及觀賞相關之研究 [未出版碩士論文]。國立臺灣師範大學。
    李允仁 (2004)。球隊認同對球迷滿意度與忠誠度影響之研究 [未出版碩士論文]。東吳大學。
    李坤展 (2007)。品牌形象、知覺品質、知覺價值、購買意願及消費行為關係之研究─以捷安特為例 [未出版碩士論文]。國立臺灣師範大學。
    李姿萍 (2009)。第21屆 (2008-2009) 大專籃球聯賽消費與未消費行為導因之研究 [未出版碩士論文]。國立臺灣師範大學。
    李柏陞 (2009)。都市行銷與運動行銷結合之研究-以中華職棒為例 [未出版碩士論文]。國立政治大學。
    阮晧鈞 (2011)。消費者涉入棒球運動程度與未參與導因之研究 [未出版碩士論文]。國立臺灣師範大學。
    卓漢薇、陳建廷 (2018)。臺灣超級籃球聯賽運動贊助現況之探討。海峽兩岸體育研究學報,12(2),1-16。
    https://www.airitilibrary.com/Publication/alDetailedMesh?DocID=19951663-201809-201811140011-201811140011-1-16
    松井剛、西川英彦 (2021)。從零開始讀懂消費者行為 : 一本掌握顧客心理、購買決策與消費動機的基礎 (陳朕疆譯;2版)。商周出版。(原著出版於2020)
    林子揚 (2009)。臺北市籃球俱樂部參與者參與動機、持續涉入與滿意度之相關研究 [未出版碩士論文]。國立臺灣師範大學。
    林佑達 (2010)。臺南市民地方認同、主場經營、球隊認同對購買意願影響研究-以職棒統一獅為例 [未出版碩士論文]。國立臺灣師範大學。
    林廷燁 (2022,5月15日)。台灣職籃P.LEAGUE+與T1 League應援文化與主客場屬地經營生態比較。關鍵評論網。https://www.thenewslens.com/article/166731/fullpage
    林岳甫 (2022,4月27日)。籃球》球員工會成立 楊敬敏、林志傑、曾文鼎都加入要為籃壇做事。自由時報。https://sports.ltn.com.tw/news/breakingnews/3907344
    林建煌 (2009)。消費者行為 (二版)。華泰文化
    林建煌 (2015)。消費者行為概論 (三版)。華泰文化。
    林靈宏、張魁峰 (2006)。消費者行為學。五南圖書。
    洪司桓 (2002)。台灣職業棒球現場觀眾再購意願之研究 [未出版碩士論文]。國立臺灣師範大學。
    洪銘遠 (2013)。大臺北地區運動彩券消費者棒球常識、涉入程度與消費者行為之研究 [未出版碩士論文]。國立臺灣師範大學。
    徐振湖 (2008)。棒壘球打擊練習場顧客消費行為及滿意度之研究--以大魯閣棒壘球打擊場為例 [未出版碩士論文]。國立臺灣師範大學。
    徐瑋廷 (2022)。P. LEAGUE+職業籃球聯盟觀眾觀賞動機、體驗價值與再購意願之研究—以新竹街口攻城獅為例 [未出版碩士論文]。國立屏東大學。
    翁欣瑋 (2013)。職業運動球隊社會責任、球隊認同對購買意願影響之研究-以統一7-ELEVEn獅球隊為例 [未出版碩士論文]。國立臺灣師範大學。
    張舜傑、王建興 (2012)。中華職棒球隊更換主場對球迷認同感影響之初探。大專體育,(118),37-43。http://dx.doi.org/10.6162/SRR.2012.118.06
    梁玉秋、曾慶裕 (2007)。國際棒球運動比賽現場觀眾消費行為之研究。大專體育學術專刊,150-158。https://doi.org/10.6695/AUES.200705_96.0024
    梁瑞昕 (2021)。ABL觀眾觀賞動機、體驗行銷對再購意願之研究 [未出版碩士論文]。國立臺灣師範大學。
    粘藐云 (2022,8月3日)。東超》本季賽程公布!富邦勇士首戰碰上琉球黃金帝王。自由時報。https://sports.ltn.com.tw/news/breakingnews/4012740
    許建民、鄭雯蔚 (2021)。你們我們不一樣!論球迷的內團體偏私。大專體育,(156),10-17。https://doi.org/10.6162/SRR.202103_(156).0002
    許黛君 (2005)。職棒球迷的認同感、產品認知與群體規範對贊助商產品的態度及購買意願影響之研究 [未出版碩士論文]。朝陽科技大學。
    陳仕佳、蔡琪揚、陳昭彥 (2023)。新「三國誌」-我國籃球運動職業化歷程的十字路。運動文化研究,(42),29-64。https://doi.org/10.29818/SS.202303_(42).0002
    陳永宜 (2004)。超級籃球聯賽消費者行為之研究 [未出版碩士論文]。國立臺灣師範大學。
    陳柏廷 (2017)。SBL超級籃球聯賽現場觀眾生活型態與觀賞動機之研究 [未出版碩士論文]。國立臺南大學。
    陳筱琳 (2022,10月6日)。PLG》母集團冠名 桃園領航猿變「桃園璞園領航猿」。中時新聞網。https://www.chinatimes.com/realtimenews/20221006003868-260403?chdtv
    曾嘉聖 (2008)。超級籃球聯賽 (SBL) 現場觀眾觀賞動機、認同感與滿意度之研究 [未出版碩士論文]。國立臺灣體育大學。
    超級籃球聯賽 (無日期)。球員條款。台灣籃球維基館。擷取於12月16日2022年,
    http://wikibasketball.dils.tku.edu.tw/index.php/%E8%B6%85%E7%B4%9A%E7%B1%83%E7%90%83%E8%81%AF%E8%B3%BD#.E4.B8.89.E3.80.81.E7.90.83.E5.93.A1.E6.A2.9D.E6.AC.BE
    黃巧雯 (2021,5月24日)。新職籃聯盟命名T1 League 已有4企業交意向書。中央通訊社。https://www.cna.com.tw/news/firstnews/202105240266.aspx
    黃呈文 (2010)。2010年第七季超級籃球聯賽現場觀眾進場觀賽決策因素與再購意願關係之研究 [未出版碩士論文]。國立臺灣師範大學。
    黃建霖 (2022,10月14日)。東超改賽制3月開打 PLG已有所因應。NOWnews 今日新聞。https://www.nownews.com/news/5951647
    黃寯威 (2019)。結合Kano二維品質模式與IPA分析探討觀賞性運動-以SBL、UBA、HBL為例 [未出版碩士論文]。國立臺灣師範大學。
    新竹街口攻城獅 (2021,9月22日)。球團公告-球團薪資透明。新竹街口攻城獅官網https://www.lioneers.tw/pages/announcement-players-salaries
    楊佳儒、王克武、賴姍姍 (2008)。SBL現場觀眾涉入程度、球隊認同對滿意度與忠誠度影響之研究。嶺東體育暨休閒學刊,(6),85-97。
    https://doi.org/10.29849/JPELLTU.200806.0009
    葉公鼎 (2001)。論運動產業之範疇與分類。運動管理,(1),8-21。
    https://doi.org/10.29472/TSSM.200103.0006
    廖柏璋 (2022,9月8日)。PLG流量密碼大解析!進場竟有4成觀眾是女生?執行長這樣說。壹蘋新聞網。
    https://tw.nextapple.com/sports/20220908/01831BE3CCD43ED0FE60410E9B755680
    劉晊華 (2008)。涉入程度、球隊認同對球迷對於職業球隊周邊產品之知覺價值與購買意圖之影響----以台灣地區之NBA球迷為例 [未出版碩士論文]。國立中央大學。
    潘郡瑤 (2019,7月25日)。籃球》依舊三缺一 CBL中華職籃聯盟正式宣告延期。風傳媒。https://www.storm.mg/article/1521125
    蔡孟峻、倪瑛蓮 (2019)。亞洲地區職業籃球運動發展現況與臺灣職業籃球未來之探討。嘉大體育健康休閒期刊,18(2),70-80。
    https://doi.org/10.6169/NCYUJPEHR.201912_18(2).07
    蔡晴景、王泰棋 (2020,11月24日)。P.League+/台灣新職籃取名有學問!黑人親解答:每天為籃壇加分。民視新聞網。
    https://www.ftvnews.com.tw/news/detail/2020B24A07M1
    鄭宗益 (2004)。國內職業棒球之消費行為研究-以輔仁大學為例 [未出版碩士論文]。輔仁大學。
    鄭凱仁、廖晨安、鄭俊傑 (2020)。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。中原體育學報,(14),15-26。
    https://doi.org/10.6646/CYPEJ.202007_(14).0002
    黎正捷 (2022)。觀賞P League+ 職業籃球聯盟消費者參與動機與阻礙因素之研究 [為出版碩士論文]。國立體育大學。
    龍柏安 (2022年,11月2日)。永豐銀行冠名T1雲豹盼「園力豹發」打出新風貌。中央通訊社。https://www.cna.com.tw/news/aspt/202211020195.aspx
    戴貫文 (2021)。P League+職業籃球聯盟觀眾生活型態、觀賽動機與滿意度之研究 [未出版碩士論文]。國立臺灣大學。
    謝立文、吳慧卿 (2009)。職業棒球觀賞動機量表之驗證。大專體育學刊,11(4),81-94。http://dx.doi.org/10.5297/ser.200912_11(4).0006
    藍妮蒨 (2022年,7月11日)。璞園建築轉讓兩年SBL參賽權給彰化縣成立新球隊,已有多家在地企業洽談球隊合作與冠名。關鍵評論網。
    https://www.thenewslens.com/article/169640
    顏可一 (2013)。101學年度大專籃球聯賽現場觀眾觀賞行為、動機及滿意度之研究 [未出版碩士論文]。國立臺灣師範大學。
    顏嘉萱 (2015)。探討觀賞動機及認同感對觀賞行為的影響-以WSBL、UBA及HBL女子組賽事為例 [未出版碩士論文]。佛光大學。
    羅可強 (2009)。觀賞動機、球隊認同感及滿意度對再購意願影響之研究-以超級籃球聯賽現場觀眾為例 [未出版碩士論文]。國立臺灣體育大學。
    蘇健忠 (2022,10月13日)。圖輯/PLG高雄鋼鐵人全新LOGO 17直播冠名贊助。聯合新聞網。https://udn.com/news/story/7005/6684046
    蘇新傑 (2011)。民眾生活型態對於足球參與及2010年世界盃足球賽觀賞影響之研究 [未出版碩士論文]。國立臺灣師範大學。
    Alfredo, S. (2020). Fans identification: the bright side of football sponsorship effectiveness. Journal of Sport & Tourism, 24(4), 251-267.
    https://doi.org/10.1080/14775085.2020.1824800
    Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. The Academy of management Review, 14(1), 20-39. https://doi.org/10.2307/258189
    Branscombe, N. R., & Wann, D. (1991). The Positive Social and Self Concept Consequences of Sports Team Identification. Journal of Sport & Social, 15(2), 115-127.
    https://doi.org/10.1177/019372359101500202
    Bray, J. P. (2008). Consumer Behaviour Theory: Approaches and Models [Unpublished master thesis]. Bournemouth University Business School.
    Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman, S., & Sloan, L. R. (1976). Basking in reflected glory: Three (football) field studies. Journal of Personality and Social Psychology, 34(3), 366–375. https://doi.org/10.1037/0022-3514.34.3.366
    Cunningham, G. B., & Kwon, H. (2003). The theory of planned behaviour and intentions to attend a sport event. Sport Management Review, 6(2), 127-145.
    https://doi.org/10.1016/S1441-3523(03)70056-4
    Dimmock, J. A., & Grove, J. R. (2006). Identification with sport teams as a function of the search for certainty. Journal of Sports Sciences, 24(11), 1203-1211.
    https://doi.org/10.1080/02640410500497626\
    Dimmock, J. A., Grove, J. R., & Eklund, R. C. (2005). Reconceptualizing Team Identification: New Dimensions and Their Relationship to Intergroup Bias. Group Dynamics: Theory, Research, and Practice, 9(2), 75–86. https://doi.org/10.1037/1089-2699.9.2.75
    Everett, J. A. C., Faber, N. S., & Crockett, M. (2015). Preferences and beliefs in ingroup favoritism. Frontiers in Behavioral Neuroscience, 9(15), 1-21.
    https://doi.org/10.3389/fnbeh.2015.00015
    Fisher, R. J., & Wakefield, K. (1998). Factors leading to group identification: A field study of winners and losers. Psychology & Marketing, 15(1), 23-40.
    https://doi.org/10.1002/(SICI)1520-6793(199801)15:1%3C23::AID-MAR3%3E3.0.CO;2-P
    Funk, D. C., Filo, K., Beaton, A. A. & Pritchard, M. (2009). Measuring the Motives of Sport Event Attendance: Bridging the Academic Practitioner Divide to Understanding Behavior. Sport Marketing Quarterly, 18(3), 126-138.
    https://link.gale.com/apps/doc/A216352316/AONE?u=googlescholar&sid=bookmark-AONE&xid=f19a234d
    Funk, D. C., Mahony, D. F., & Ridinger, L. L. (2002). Characterizing consumer motivation as individual difference factors: Augmenting the Sport Interest Inventory (SII) to explain level of spectator support. Sport Marketing Quarterly, 11(1), 33-43.
    https://digitalcommons.odu.edu/hms_fac_pubs/34
    Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2003). Understanding Consumer Support: Extending the Sport Interest Inventory (SII) to Examine Individual Differences among Women’s Professional Sport Consumers. Sport Management Review, 6, 1-32.
    https://doi.org/10.1016/S1441-3523(03)70051-5
    Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2004). Exploring Origins of Involvement: Understanding the Relationship Between Consumer Motives and Involvement with Professional Sport Teams. Leisure Sciences, 26(1), 35-61.
    https://doi.org/10.1080/01490400490272440
    Funk, D.C., Mahony, D.F., Nakazawa, M. & Hirakawa, S. (2001). Development of the Sport Interest Inventory (SII): Implications for Measuring Unique Consumer Motives at Team Sporting Events. International Journal of Sports Marketing and Sponsorship, 3(3), 38-63. https://doi.org/10.1108/IJSMS-03-03-2001-B005
    Genchev, S. E., Gray, G., & Wert-Gray, S. (2021). Male and Female Sports Fans: Team Identification, Satisfaction With Team Performance, and Consumption Behavior. Journal of Marketing Development and Competitiveness, 15(2), 1-9.
    https://doi.org/10.33423/jmdc.v15i2.4329
    Greenwood., P. B. (2001). Sport Fan Team Identification in a Professional Expansion Setting [Unpublished master thesis]. North Carolina State University.
    Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: antecedents and sponsorship outcomes. The Journal of Services Marketing, 17(3), 275-294.
    https://doi.org/10.1108/08876040310474828
    Han, D., Mahony, D. F., & Greenwell, T. C. (2016). A comparative analysis of cultural value orientations for understanding sport fan motivations. International Journal of Sports Marketing and Sponsorship, 17(3), 260-276. https://doi.org/10.1108/IJSMS-08-2016-016
    Hogg, M. A. (2016). Social Identity Theory. In S. McKeown, R. Haji & N. Ferguson (Eds.), Understanding Peace and Conflict Through Social Identity Theory (pp.3-17). Peace Psychology Book Series. https://doi.org/10.1007/978-3-319-29869-6
    Houston, M.J. & Rothschild, M.L. (1978). Conceptual and Methodological Perspectives on Involvement. In C. J. Subhash (Ed.), Research Frontiers in Marketing: Dialogues and Directions (pp. 184-187). American Marketing Association.
    Jisana, T. K. (2014). Consumer Behaviour Models: An Overview. Sai Om Journal of Commerce & Management, 1(5), 34-43.
    https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=ef54146370ef2e3e015f182092d8b816efbf4306
    Kanagal, N. B. (2016). An Extended Model of Behavioural Process in Consumer Decision Making. International Journal of Marketing Studies, 8(4), 87-93.
    http://dx.doi.org/10.5539/ijms.v8n4p87
    Kim, S., Morgan, A., & Assaker, G. (2021). Examining the relationship between sport spectator motivation, involvement, and loyalty: a structural model in the context of Australian Rules football. Sport in Society, 24(6), 1006-1032.
    https://doi.org/10.1080/17430437.2020.1720658
    Kunkel, T., Funk, D., & Hill, B. (2013). Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty with Professional Sport Leagues and Teams. Journal of Sport Management, 27(3), 177-192. https://doi.org/10.1123/jsm.27.3.177
    Kwon, H. H., Trail, G., & James, J. D. (2007). The Mediating Role of Perceived Value: Team Identification and Purchase Intention of Team-Licensed Apparel. Journal of Sport Management, 21(4), 540–554. https://doi.org/10.1123/jsm.21.4.540
    Laurent, G. & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53. https://doi.org/10.1177/002224378502200104
    Ma, S. C., & Kaplanidou, K. (2020). Service quality, perceived value and behavioral intentions among highly and lowly identified baseball consumers across nations. International Journal of Sports Marketing and Sponsorship, 21(1), 46-69.
    https://doi.org/10.1108/IJSMS-02-2019-0018
    Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123. https://doi.org/10.1002/job.4030130202
    Milne, G. R., & McDonald, M. A. (1999). Sport Marketing: Managing the Exchange Process. Jones & Bartlett Learning.
    Mullin, B. J., Hardy, S., & Sutton, W. A. (2014). Sport marketing (4th ed.). Human Kinetics.
    Paek, B., Morse, A., Hutchinson, S., & Lim, C. H. (2021). Examining the relationship for sport motives, relationship quality, and sport consumption intention. Sport Management Review, 24(2), 322-344. https://doi.org/10.1016/j.smr.2020.04.003
    Rossanty, Y., & Nasution, M. D. T. P. (2018). Information search and intentions to purchase: the role of country of origin image, product knowledge, and product involvement. Journal of Theoretical and Applied Information Technology, 96(10), 3075-3085.
    https://www.semanticscholar.org/paper/INFORMATION-SEARCH-AND-INTENTIONS-TO-PURCHASE%3A-THE-Rossanty-Nasution/cc8d681c4d082081367588288d280e809a794768
    Theodorakis, N. D., Tsigilis, N., Wann, D. L., Lianopoulos, G., & Al-Emadi, A. (2016). Sport Spectator Identification Scale: An Item Response Analysis Approach. International Journal of Sport Management, 17, 178-196. https://www.researchgate.net/publication/300113458
    Trail, G. T., & James, J. D. (2001). The Motivation Scale for Sport Consumption: Assessment of the scale's psychometric properties. Journal of Sport Behavior, 24(1), 108-127. https://www.researchgate.net/publication/285487957_The_Motivation_Scale_for_Sport_Consumption_Assessment_of_the_Scale's_Psychometric_Properties
    Trail, G. T., Fink, J. S., & Anderson, D. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12(1), 8-17.
    https://eds.s.ebscohost.com/eds/detail/detail?vid=0&sid=a68482a7-533c-4e25-b34e-d05850fac28b%40redis&bdata=JkF1dGhUeXBlPWNvb2tpZSxpcCxzaGliLHVpZCZsYW5nPXpoLXR3JnNpdGU9ZWRzLWxpdmU%3d#db=bth&AN=9201286
    Wang, R. T., Zhang, J. J., & Tsuji, Y. (2010). Examining fan motives and loyalty for the Chinese professional baseball league of Taiwan. Sport Management Review, 14(4), 347-360. https://doi.org/10.1016/j.smr.2010.12.001
    Wann, D. L. (1995). Preliminary validation of the sport fan motivation scale. Journal of Sport and Social Issues, 19(4), 377-396. https://doi.org/10.1177/019372395019004004
    Wann, D. L., & Wiggins, M. S. (1999). Preliminary Investigation of the Confidence of Sport Spectators Importance of Time, Difficulty of the Game, and Team Identification. Perceptual and Motor Skills, 89, 305-310. https://doi.org/10.2466/pms.1999.89.1.305
    Wann, D. L., Melnick, M. J., Pease, D. G., & Russell, G. W. (2001). Sport Fans: The Psychology and Social Impact of Spectators. Routledge.
    Wann, D., & Branscombe, N. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology, 24, 1-17.
    https://www.researchgate.net/publication/232572704
    Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352. https://doi.org/10.1086/208520
    Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising, 15(2), 4-34. https://doi.org/10.1080/00913367.1986.10672999
    Zaichkowsky, J. L. (1994). The Personal Involvement Inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.
    https://doi.org/10.1080/00913367.1943.10673459
    Zhang, J. J., Lam, E. T. C., Bennett, G., & Connaughton, D. P. (2003). Confirmatory Factor Analysis of the Spectator Decision-Making Inventory (SDMI). Measurement in Physical Education and Exercise Science, 7(2), 57-70.
    https://doi.org/10.1207/S15327841MPEE0702_1

    無法下載圖示 電子全文延後公開
    2028/08/11
    QR CODE