棒球球迷對球隊之認定知覺、認同感及忠誠行為：球隊形象之調節中介模式

Baseball fans' perception of identity, identification, and loyalty behavior to teams: A moderated mediation model of team image

10.6497/BSEPT.202011_20(3).0002

林家五(Chia-Wu Lin)；許伸梓(Shen-Tzu Hsu)；胡宛仙(Wan-Hsien Hu)；吳志英(Chih-Ying Wu)

職棒球迷 ； 社會認定 ； 球隊認同 ； 運動行銷 ； baseball fans ； social identity ； team identification ； sports marketing

臺灣運動心理學報

20卷3期（2020 / 11 / 30）

21 - 41

繁體中文

目的：根據社會認定理論，本研究探討球迷對球隊之認定知覺如何透過球隊認同感預測其對球隊之忠誠行為，除檢視球隊認同感在球迷的認定知覺與球隊忠誠行為間的中介角色外，也進一步分析球隊形象如何調節此中介效果。方法：以中華職棒的現場球迷為研究對象，採用問卷調查方式，共獲得有效問卷474份。本研究採用拔靴法，來檢測所提出的調節中介模式。結果：球隊認同感確實中介了認定知覺與球隊忠誠行為之間的關係，且球隊形象確實可以調節球隊認同感之中介效果，當球隊形象高時，球隊認同感的中介效果較強；反之，當球隊形象低時，球隊認同感的中介效果較弱。結論：球隊經營時，可以藉由球迷對球隊之認定知覺，提高球迷對球隊的認同感，以鞏固球迷對球隊的忠誠行為。球隊形象維護也是球隊必須投入的重要工作之一，如此才能夠使球隊永續經營。最後，提出相關研究限制與未來研究的方向。

Purpose: This study employed social identity as a key theory to explain the impact of baseball fans' perception of identity on identification, and loyalty behavior to team. The mediation role of identification to team was investigated. In addition, team image was tested as a moderator of the moderated mediation model. Method: Utilizing a survey in the Chinese Professional Baseball League (CPBL) fields, a sample of 474 valid questionnaires reported by CPBL fans was collected. The moderated mediation model was examined using robust data analytic techniques via bootstrapping. Results: The results indicated that identification to teams mediated the relationship between identity perception and loyalty behavior to team, especially the mediation was stronger when team image was high while weaken when team image was low. Conclusion: In sum, cultivating similar and unique team identities to fans should be the right direction for team and fans management in order to improve fans' loyalty behavior. Moreover, team image is an important factor for a sustainable operations of baseball teams. The limitations of this study and future research are discussed.

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