關係品質、社群活動參與度、會員歸屬感對運動消費行為意圖之影響

Influences of Relationship Quality, Sport Fan Community Participation, and Membership on Sport Consumption Behavioral Intentions

10.6162/SRR.2017.142.03

余宗龍(Chung-Long Yu)；謝承勳(Cheng-Hsun Hsieh)；涂鵬斐(Peng-Fei Tu)

職業運動 ； 運動消費決策 ； 運動管理 ； 運動迷消費社群 ； professional sport ； sports consumer decision-making ； sport management ； sport fan consumption communities

大專體育

142期（2017 / 09 / 30）

23 - 34

繁體中文

目前職業運動消費決策的文獻大都關注於分析個體現場觀賞行為的內、外在影響因素；然而，對個人和球隊間的顧客關係、以及運動觀賞者間互動關係的研究仍有限。最近運動管理文獻指出，運動消費者和球隊之間的關係品質、與運動迷消費社群的相互關係，可能在運動消費決策中扮演極重要的角色。因此，本文目的在於整合關係品質模式和運動迷消費社群的觀點，以發展運動消費決策的整合模式，分析理論模式內各大構面對運動消費行為之影響。透過系統性文獻回顧方法，結果提出五種關係品質構面（信賴、承諾、認同、親密隸屬和互惠）以及運動迷消費社群觀點（會員歸屬感、參與度）可能對不同運動消費行為意圖產生影響的實證論據；並根據分析結果提出具體管理意涵，和未來研究方向的建議，以期對理論發展、管理決策，能有所貢獻。

Existing literature on professional sports consumer decision-making has primarily focused on analyzing internal and external determinants of individuals' game attendance; however, there has been only limited study of customer relationship of individual-sport teams or interactive relationship sport spectators. Recent sport management literature indicates that sport consumer-team relationship quality and sport fan consumption communities may play significant roles in sport consumption behaviors. Therefore, the present paper aims to develop an integrated model for sport consumption behavior by incorporating relationship quality constructs and a sports fan consumption community viewpoint into an analysis of the effect of various relationship quality dimensions on sport consumption behavior. Systematic literature reviews are used. Results offer empirical evidence that five such dimensions (trust, commitment, identification, intimacy, and reciprocity) as well as sports fan community viewpoint (membership, participation) may influence diverse behavioral intentions of sport consumption. Based on analysis of study results, practical and theoretical suggestions are provided in the hope of contributing to theoretical extensions, managerial implications, and future research directions.

1. 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。
   連結：
2. 陳柏愷、牟鍾福(2015)。非營利運動組織運用動態能力之經營策略。大專體育，133，14-21。
   連結：
3. 黃蕙娟(2015)。休閒俱樂部之風險管理。大專體育，132，1-12。
   連結：
4. 劉玉峯、李雅君、張智鈞(2012)。運動賽會贊助與關係品質之關聯。大專體育，119，22-27。
   連結：
5. 潘玉龍、陳五洲(2016)。論我國資訊科技融入體育教學之應用。大專體育，138，40-54。
   連結：
6. 蘇懋坤(2012)。學校體育行政組織之公共關係。大專體育，120，8-13。
   連結：
7. Bagozzi, R. P.,Dholakia, U. M.(2006).Antecedents and purchase consequences of customer participation in small group brand communities.International Journal of Research in Marketing,23(1),45-61.
8. Berry, L. L.(1995).Relationship marketing of services: Growing interest, emerging perspectives.Journal of the Academy of Marketing Science,23(4),236-245.
9. Carlson, B. D.,Donavan, D. T.(2013).Human brands in sport: Athlete brand personality and identification.Journal of Sport Management,27(3),193-206.
10. 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.
11. Couvelaere, V.,Richelieu, A.(2005).Brand strategy in professional sports: The case of French soccer teams.European Sport Management Quarterly,5(1),23-46.
12. Crawford, G.(2004).Consuming sport: Fan, sport and culture.London, UK:Routledge.
13. Crosby, L. A.,Evans, K. R.,Cowles, D.(1990).Relationship quality in services selling: An interpersonal influence perspective.Journal of Marketing,54(3),68-81.
14. de Wulf, K.,Odekerken-Schröder, G.,Iacobucci, D.(2001).Investments in consumer relationships: A cross-country and cross-industry exploration.Journal of Marketing,65(4),33-50.
15. Dionisio, P.,Leal, C.,Moutinho, L.(2008).Fandom affiliation and tribal behaviour: A sports marketing application.Qualitative Market Research: An International Journal,11(1),17-39.
16. Drigotas, S. M.,Rusbult, C. E.(1992).Should I stay or should I go? A dependence model of breakups.Journal of Personality and Social Psychology,62(1),62-87.
17. Dwyer, F. R.,Schurr, P. H.,Oh, S.(1987).Developing buyer-seller relationships.Journal of Marketing,51(2),11-27.
18. Fishbein, M.,Ajzen, I.(1975).Belief, attitude, intention and behavior: An introduction to theory and research.Reading, MA:Addison-Wesley.
19. Fisher, R.,Wakefield, K.(1998).Factors leading to group identifications: A field study of winners and losers.Psychology & Marketing,15(1),23-40.
20. Fournier, S.(1998).Consumers and their brands: Developing relationship theory in consumer research.Journal of Consumer Research,24(4),343-373.
21. Funk, D. C.(2012).Consumer behaviour in sport and events: Marketing action.Oxford, UK:Elsevier.
22. Funk, D. C.,James, J.(2001).The psychological continuum model: A conceptual framework for understanding an individual's psychological connection to sport.Sport Management Review,4(2),119-150.
23. Funk, D. C.,Pritchard, M. P.(2006).Sport publicity: Commitment's moderation of message effects.Journal of Business Research,59(5),613-621.
24. Garbarino, E.,Johnson, M. S.(1999).The different roles of satisfaction, trust, and commitment in customer relationships.Journal of Marketing,63(2),70-87.
25. Gau, L. S.,James, J. D.,Kim, J. C.(2009).Effects of team identification on motives, behavior outcomes, and perceived service quality.Asian Journal of Management and Humanity Sciences,4(2-3),76-90.
26. Habibi, M. R.,Laroche, M.,Richard, M. O.(2016).Testing an extended model of consumer behavior in the context of social media-based brand communities.Computers in Human Behavior,62,292-302.
27. Harris, L. C.,Ogbonna, E.(2008).The dynamics underlying service firm-customer relationships: Insights from a study of English Premier League soccer fans.Journal of Service Research,10(4),382-399.
28. Hedlund, D. P.(2014).Creating value through membership and participation in sport fan consumption communities.European Sport Management Quarterly,14(1),50-71.
29. Hill, B.,Green, B. C.(2000).Repeat attendance as a function of involvement, loyalty, and the sportscape across three football contexts.Sport Management Review,3(2),145-162.
30. Holt, D. B.(1995).How consumers consume: A typology of consumption practices.Journal of Consumer Research,22(1),1-16.
31. Howard, D. R.,Crompton, J. L.(2004).Tactics used by sports organizations in the United States to increase ticket sales.Managing Leisure,9(2),87-95.
32. Hudson, S.,Roth, M. S.,Madden, T. J.,Hudson, R.(2015).The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees.Tourism Management,47,68-76.
33. Hunt, K. A.,Bristol, T.,Bashaw, R. E.(1999).A conceptual approach to classifying sport fans.Journal of Services Marketing,13(6),439-452.
34. Kim, M. S.,James, J.(2016).The theory of planned behaviour and intention of purchase sport team licensed merchandise.Sport, Business and Management: An International Journal,6(2),228-243.
35. Kim, Y. K.,Trail, G.(2011).A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach.Journal of Sport Management,25(1),57-69.
36. Kim, Y. K.,Trail, G. T.,Woo, B.,Zhang, J.(2011).Sports consumer-team relationship quality: Development and psychometric evaluation of a scale.International Journal of Sports Marketing and Sponsorship,12(3),57-74.
37. Kim, Y. K.,Trail, G.,Ko, Y. J.(2011).The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework.Journal of Sport Management,25(6),576-592.
38. Kotler, P.,Keller, K. L.,Ang, S. H.,Leong, S. M.,Tan, C. T.(2013).Marketing management: An Asian perspective.Singapore, Singapore:Pearson.
39. Kumar, N.,Scheer, L. K.,Steenkamp, J. B. E.(1995).The effects of supplier fairness on vulnerable resellers.Journal of Marketing Research,32(1),54-65.
40. Kunkel, T.,Funk, D. C.,Lock, D.(2017).The effect of the league brand on the relationship between the team brand and behavioural intentions: A formative approach examining brand associations and brand relationships.Journal of Sport Management,31(4),317-332.
41. Laverie, D. A.,Arnett, D. B.(2000).Factors affecting fan attendance: The influence of identity salience and satisfaction.Journal of Leisure Research,32(2),225-246.
42. Lydon, J. E.,Zanna, M. P.(1990).Commitment in the face of adversity: A value-affirmation approach.Journal of Personality and Social Psychology,58(6),1040-1047.
43. Magnusen, M.,Kim, J. W.,Kim, Y. K.(2012).A relationship marketing catalyst: The salience of reciprocity to sport organization-sport consumer relationships.European Sport Management Quarterly,12(5),501-524.
44. Mahony, D. F.,Madrigal, R.,Howard, D. A.(2000).Using the psychological commitment to team (PCT) scale to segment sport consumers based on loyalty.Sport Marketing Quarterly,9(1),15-25.
45. McDonald, M. A.,Milne, G. R.(1997).A conceptual framework for evaluating marketing relationships in professional sport franchises.Sport Marketing Quarterly,6(2),27-32.
46. McMillan, D. W.,Chavis, D. M.(1986).Sense of community: A definition and theory.Journal of Community Psychology,14(1),6-23.
47. Morgan, R. M.,Hunt, S. D.(1994).The commitmenttrust theory of relationship marketing.Journal of Marketing,58(3),20-38.
48. Muniz, A. M.,O'Guinn, T. C.(2001).Brand community.Journal of Consumer Research,27(4),412-432.
49. Palmatier, R. W.,Dant, R. P.,Grewal, D.,Evans, K. R.(2006).Factors influencing the effectiveness of relationship marketing: A meta-analysis.Journal of Marketing,70(4),136-153.
50. Park, J.-W.,Kim, K.-H.,Kim, J. K.(2002).Acceptance of brand extensions: Interactive influence of product category similarity, typicality of claimed benefits, and brand relationship quality.Advances in Consumer Research,29,190-198.
51. Roberts, K.,Varki, S.,Brodie, R.(2003).Measuring the quality of relationships in consumer services: An empirical study.European Journal of Marketing,37(1-2),169-196.
52. Ross, S. D.,James, J. D.,Vargas, P.(2006).Development of a scale to measure team brand associations in professional sport.Journal of Sport Management,20(2),260-279.
53. Shank, M. D.,Lyberger, M. R.(2015).Sport marketing: A strategic perspective.Upper Saddle River, NJ:Pearson Prentice Hall.
54. Shilbury, D.,Westerbeek, H.,Quick, S.,Funk, D.,Karg, A.(2014).Strategic sport marketing.Sydney, Australia:Allen & Unwin.
55. Smit, E.,Bronner, F.,Tolboom, M.(2007).Brand relationship quality and its value for personal contact.Journal of Business Research,60(6),627-633.
56. Swaminathan, V.,Page, K. L.,Gurhan-Canli, Z.(2007)."My" brand or "Our" brand: The effects of brand relationship dimensions and self-construal on brand evaluations.Journal of Consumer Research,34(2),248-259.
57. Trail, G. T.,Anderson, D. F.,Fink, J. S.(2005).Consumer satisfaction and identity theory: A model of sport spectator conative loyalty.Sport Marketing Quarterly,14(2),98-111.
58. Trail, G. T.,Fink, J. S.,Anderson, D. F.(2003).Sport spectator consumption behavior.Sport Marketing Quarterly,12(1),8-17.
59. Underwood, R.,Bond, E.,Baer, R.(2001).Building service brands via social identity: Lessons from the sports marketplace.Journal of Marketing Theory and Practice,9(1),1-13.
60. Wakefield, K.(2016).Using fan passion to predict attendance, media consumption, and social media behaviors.Journal of Sport Management,30(3),229-247.
61. Woratschek, H.,Horbel, C.,Popp, B.(2014).The sport value framework - A new fundamental logic for analyses in sport management.European Sport Management Quarterly,14(1),6-24.
62. Yoshida, M.,James, J. D.(2010).Customer satisfaction with game and service experiences: Antecedents and consequences.Journal of Sport Management,24(3),338-361.

1. 許富淑,李俞麟(2022)。大專游泳選手訓練參與動機、組織歸屬感與行為意圖之研究。運動教練科學，68，39-50。