Analyzing of Team-Related Confidence and Internalization of Fans in Taiwanese Professional Baseball

臺灣職棒球隊信心與球迷內化程度之分析

10.5297/ser.1903.004

簡志宜(James Chih-I Chien)；陳建榮(Jin-Long Chen)

fan loyalty ； psychology of fans ； professional sport ； 球迷忠誠度 ； 球迷心理 ； 職業運動

大專體育學刊

19卷3期（2017 / 09 / 30）

243 - 254

英文

Loyal fans of a team often have a greater financial and emotional investment as opposed to other more casual fans. Previous studies suggested that loyal fans are very knowledgeable about the team, and therefore may have higher confidence in the team. The purpose of this study was to examine whether different levels of internalized fans would differ in team-related confidence levels. In this study, a pre-post test design was employed during a CPBL championship series. A total of 181 survey respondents completed the internalization and team-related confidence scales at four different timepoints, including three days before the series started, 15 minutes before the 4th game of the series, during the game and three days after the championship series. A two-way repeated measures of ANOVA was used to analyses the data. The result showed that all respondents exhibited a higher level of confidence in the supporting team before starting the game. Fans with high levels of internalization have significantly higher levels of team-related confidence than fans with a medium and low level of internalization. The managerial implication is that strategies should be developed to enhance the team-related confidence of fans to increase the purchase intention.

具有高忠誠度的球迷對於所支持的隊伍，不管是在情感或是金錢上的投入，通常都比一般球迷要來得多。過去研究指出，高度忠誠的球迷相較於他人對於所支持的隊伍有著比較豐富的相關知識，也因此對於所支持的球隊也比較有信心。本研究目的在於探討不同內化程度的球迷對於支持球隊的信心是否有所差異。本研究設計在中華職棒冠軍賽系列期間採用前後測的方式，將中華職棒冠軍系列賽期間分成四個不同的時間點，包含冠軍系列賽前三天、系列賽的第四場比賽前15分鐘、系列賽的第四場比賽中以及系列賽結束三天後施測。本研究一共有181位參與者完成內化及球隊相關信心量表之四次施測。資料分析方式採用二因子重複量數變異數分析法。研究結果顯示：所有參與者對支持球隊在賽前都展現出較高的信心，而高度內化的球迷對所支持球隊的信心顯著的高於中度及低度內化的球迷。本研究結論是針對研究結果提出管理意涵，認為球隊之行銷策略應針對如何提高球迷對支持球隊之信心以提升球迷之消費意願。

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