球迷、認同需求與運動媒介：運動賽事收看行為與娛樂經驗之影響因素分析

Fanship, Need of Identification, and Sport Media: The Predictors of Viewing and Entertaining Experience of Sport Media

10.29843/JCCIS.202101_(40).0006

陳延昇(Yen-Shen Chen)

運動媒介 ； 球迷 ； 認同需求 ； 享樂 ； 中介效果 ； sport media ； fanship ； identification ； enjoyment ； mediation effect

資訊社會研究

40期（2021 / 01 / 01）

135 - 162

繁體中文

本研究以球迷感、認同需求為預測變項探討運動賽事收視行為以及享樂感之影響，並分析臨場感與對抗感是否中介球迷感與享樂感。以2014台灣傳播資料庫調查之全國性資料分析，發現運動賽事收視行為中，球迷度越高，每週收視時間則顯著越長。其次，認同需求度和收視時間負相關，顯示對朋友同儕的認同需求低，收視時間反而高。意即熱衷於觀看運動賽事球迷，反而不認為收視是為獲得朋友同儕認同。此外，球迷感能預測觀看運動賽事享樂感，進一步分析發現此關係受到臨場感和對抗感之中介。依據情感傾向觀點解釋，臨場感是對球隊正向情感的沉浸經驗，進而增強享樂感。對抗感是對敵對球隊的負向情感之敵我分明感受，也能增強享樂感。

The study aimed to investigate the predictors of fanship and need of identification(NFI) on viewing and enjoyment of sport media, and the mediation of presence and rivalry between two predictors and enjoyment. The survey was conducted by Taiwan Communication Survey project, and 706 sport media audiences included. The results indicated that fanship was the positive predictor of viewing time; and NFI was negatively correlated with viewing time. It seems that heavy sport viewers did not consider NFI as their viewing motive. Fanship was a predictor of enjoyment, and both presence and rivalry were mediators between fanship and enjoyment. According to affective disposition theory, presence was from positive disposition and enhanced enjoyment, while rivalry was from oppositely disposition toward competitor and thus increased entertaining experiences.

1. 胡婉玲,蔡明宏(2008)。運動迷國族感對賽事轉播收視動機與行為之影響。體育學報，41(1)，53-70。
   連結：
2. 胡婉玲,蔡明宏(2008)。運動迷國族感對賽事轉播收視動機與行為之影響。體育學報，41(1)，53-70。
   連結：
3. 陳子軒(2008)。公共電視運動選播與國族認同建構—以公視王建民經驗與 CBC的Hockey Night in Canada。新聞學研究，96，213-259。
   連結：
4. 黃順星(2015)。運動新聞的國族化：以北平《世界日報》的運動新聞為例， 1933－1935。中華傳播學刊，28，79-121。
   連結：
5. 黃順星(2015)。運動新聞的國族化：以北平《世界日報》的運動新聞為例， 1933－1935。中華傳播學刊，28，79-121。
   連結：
6. 盧沛樺,張玉佩(2010)。性別差異政治：女性運動員的媒體再現與認同糾葛。中華傳播學刊，17，139-170。
   連結：
7. Bartsch, A.,Oliver, M. B.,Nitsch, C.,Scherr, S.(2018).Inspired by the Paralympics: Effects of empathy on audience interest in para-sports and on the destigmatization of persons with disabilities.Communication Research,45(4),525-553.
8. Bennett, G.,Lachowetz, T.(2004).Marketing to lifestyles: Action sports and Generation Y.Sport Marketing Quarterly,13(4),239-243.
9. Bernache-Assollant, I.,Laurin, R.,Bouchet, P.,Bodet, G.,Lacassagne, M. F.(2010).Refining the relationship between ingroup identification and identity management strategies in the sport context: The moderating role of gender and the mediating role of negative mood.Group Processes & Intergroup Relations,13,639-652.
10. Bodet, G.,Bernache-Assollant, I.(2011).Consumer loyalty in sport spectatorship sevices: the relationships with consumer satisfaction and team identification.Psychology & Marketing,28(8),781-802.
11. Bracken, C.(Ed.),Skalski, P.(Ed.)(2009).Immersed in Media: Telepresence in Everyday Life.New York:Routledge.
12. Branscombe, N. R.,Wann, D. L.(1992).Role of identification with a group, arousal, categorization processes, and self-esteem in sports spectator aggression.Human relations,45(10),1013-1033.
13. Brown, Dan,Bryant, Jennings(2006).Sports Content on US Television.Handbook of sports and media,Mahwah, N.J.:
14. Brown, N. A.,Devlin, M. B.,Billings, A. C.(2013).Fan identification gone extreme: Sports communication variables between fans and sport in the Ultimate Fighting Championship.International Journal of Sport Communication,6(1),19-32.
15. Bryant, J.,Holt, A. M.(2006).A historical overview of sports and media in the United ia in the United States.Handbook of sports and media,Mahwah, N.J.:
16. Bryant, J.,Raney, A. A.(2000).Sports on the screen.Media Entertainment: The psychology of its appeal,Mahwah, NJ:
17. Cacioppo, J. T.,Petty, R. E.(1982).The need for cognition.Journal of Personality and Social Psychology,42,116-131.
18. Cacioppo, J. T.,Petty, R. E.,Feinstein, J. A.,Jarvis, W.B.G.(1996).Dispositional differences in cognitive motivation: The life and times of individuals varying in need for cognition.Psychological Bulletin,119,197-253.
19. Cohen, J.(2014).Mediated relationships and social life: current research on fandom, parasocial relationships, and identification.Media and social life,New York, NY:
20. Cummins, G.(2009).The effect of subjective camera and fanship on viewers’ experience of presence and perception of play in sport telecasts.Journal of Applied Communication Research,37(4),374-396.
21. Delia, E. B.(2015).The exclusiveness of group identity in celebrations of team success.Sport Management Review,18(3),396-406.
22. Depalma, A.,Raney, A. A.(2003).The effect of viewing varying levels of aggressive sports programming on enjoyment, mood, and perceived violence.annual meeting of the International Communication Association,San Diego, CA:
23. Dimmock, J.A.,Gucciardi, D.F.(2008).The utility of modern theories of intergroup bias for research on antecedents to team identification.Psychology of Sport and Exercise,9,284-300.
24. Drayer, J.,Dwyer, B.,Shapiro, S. L.(2013).Examining the impact of league entry fees on online fantasy sport participation and league consumption.European Sport Management Quarterly,13(3),339-357.
25. Drayer, J.,Shapiro, S. L.,Dwyer, B.,Morse, A. L.,White, J.(2010).The effects of fantasy football participation on NFL consumption: A qualitative analysis.Sport Management Review,13(2),129-141.
26. Dwyer, B.,Achen, R. M.,Lupinek, J. M.(2016).Fantasy vs. reality: Exploring the BIRGing and CORFing behavior of fantasy football participants.Sport marketing quarterly,25,152-165.
27. Earnheardt, A. C.,Haridakis, P. M.(2009).An examination of fan-athlete interaction: Fandom, parasocial interaction, and identification.Ohio Communication Journal,47(1),27-53.
28. Frey, J. H.,Eitzen, D. S.(1991).Sport and society.Annual review of sociology,17(1),503-522.
29. Guttmann, A.(1986).Sports spectators.New York:Columbia University Press.
30. Heere, B.,Dickson, G.(2008).Measuring attitudinal loyalty: Separating the terms of affective commitment and attitudinal loyalty.Journal of Sport Management,22(2),227-239.
31. Heere, B.,James, J. D.(2007).Stepping outside the lines: Developing a multidimensional team identity scale based on Social Identity Theory.Sport Management Review,10(1),65-91.
32. Hewstone, M.,Rubin, M.,Willis, H.(2002).Intergroup bias.Annual review of psychology,53(1),575-604.
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. Jensen, J. A.,Turner, B. A.,James, J.,McEvoy, C.,Seifried, C.,Delia, E.,Walsh, P.(2016).Forty years of BIRGing: New perspectives on Cialdini’s seminal studies.Journal of Sport Management,30(2),149-161.
35. Kinney, L.(2006).Sports sponsorship.Handbook of sports and media,Mahwah, N.J.:
36. Lambard, M.,Weinstein(2009).Measuring presence: The Temple Presence Inventory.Cambridge, London:Presence.
37. Laverie, D. A.,Arentt, D.B.(2000).Factors affecting fan attendance the influence of identify salience and satisfaction.Journal of leisure research,32,224-246.
38. Mayhe, M. G.,Gardner, J.,Ashkanasy, N. M.(2010).Measuring individuals’ need for identification: Scale development and validation.Personality and Individual Differences,49(5),356-361.
39. McCarty, J. A.,Shrum, L. J.(1993).The role of personal values and demographics in predicting television viewing behavior: Implications for theory and application.Journal of Advertising,22(4),77-101.
40. McDaniel, S. R.(2002).An exploration of audience demographics, personal values, and lifestyle: influences on viewing network coverage of the 1996 summer Olympic games.Journal of Sport Management,16(2),117-131.
41. Rahmati, M. M.,Kabiri, S.,Shadmanfaat, S. M.(2014).Team identification, sport fandom identity and willingness to verbal/physical aggressive actions among soccer fans.International Journal of Basic Sciences and Applied Research,3(10),760-764.
42. Raney, A. A.(2003).The enjoyment of sports spectatorship.Communication and emotion: Essays in honor of DolfZillmann,Mahwah, N.J.:
43. Raney, A. A.(2011).Fair ball: Exploring the relationship between media sports and viewer morality.Sports media: Transformation, integration, consumption,London:
44. Raney, A. A.,Kinnally, W.(2009).Examining perceived violence in and enjoyment of televised rivalry sports contests.Mass Communication and Society,12(3),311-331.
45. Raney, A.A.(2006).Why we watch and enjoy mediated sports.Handbook of sports and media,Mahwah, N.J.:
46. Skalski, P.,Tamborini, E. G ,Smith, S.(2009).Effects of humor on presence and recall of persuasive messages.Communication Quarterly,57(2),136-153.
47. Smith, A.,Grazets, B.,Westerbeek, H.(2008).Sport sponsorship, team support and purchase intentions.Journal of Marketing Communications,14(5),387-404.
48. Stelzl, M.,Janes, L.,Seligman, C.(2008).Champ or chump: Strategic utilization of dual social identities of others.European Journal of Social Psychology,38(1),128-138.
49. Tajfel, H.(1981).Human groups and social categories: Studies in social psychology.Cambridge, England:Cambridge University Press.
50. Tajfel, H.,Turner, J. C.(1986).The social identity theory of intergroup behaviour.Psychology of intergroup relations,Chicago:
51. Utz, S.(2014).Media and friendships.Media and social life,New York, NY:
52. Wann, D. L(2006).The causes and consequences of sport team identification.Handbook of sports and media,Mahwah, N.J.:
53. Wann, D. L.(2002).Preliminary validation of a Measure for assessing identification as a sport fan: The Sport Fandom Questionnaire.International Journal of Sport Management,3,103-115.
54. Wann, D. L.,Branscombe, N. R.(1993).Sports fans: Measuring degree of identification with their team.International Journal of Sport Psychology,24(1),1-17.
55. Wann, D. L.,Schrader, M. P.(2000).Controllability and stability in the self-serving attributions of sport specters.Journal of social psychology,140,160-168.
56. Wann, D. L.,Wilson, A. M.(2001).The relationship between the sport team identification of basketball spectators and the number of attributions generated to explain a team’s performance.International Sports Journal,5,43-50.
57. Zillmann, D.,Bryant, J.,Sapolsky, B. S.(1989).Enjoyment from sports spectatorship.Sports, games, and play: Social and psychological viewpoints,Hillsdale, NJ:
58. 許鴻昌(2015)。國立交通大學傳播研究所。