Website Interactivity and Parasocial Interactions on Sports Teams' Social Media: The Moderating Effects of Involvement, Identification, and Trust

運動情境中社群媒體之網站互動性與擬社會互動關係：涉入、認同與信任之調節效果分析

10.6547/tassm.202106_21(1).0004

林怡秀(Yi-Hsiu, Lin)

sports industry ； sports media ； sporting event ； sports communication ； social media ； 運動產業 ； 運動媒體 ； 運動賽會 ； 運動傳播 ； 社群媒體

臺灣體育運動管理學報

21卷1期（2021 / 06 / 01）

77 - 93

英文

Purpose: This study investigated the relationship between the interactivity of websites and parasocial interactions (PSIs) on social media in the context of sport and explored the moderating effect of sport involvement, team identification, and website trust on the interactivity-PSI relationship. Method: A total of 219 participants were recruited from a university in northern Taiwan using two-stage sampling. Data analysis was conducted using hierarchical linear regression analysis in SPSS 15.0. Results: Sport involvement, team identification, and website trust moderated the website interactivity-PSI relationship. A comparison of high- and low-involvement groups indicated that as sport involvement increased, PSI increased more rapidly. Additionally, a similar analysis revealed that PSI increased faster for high-team-identification groups than for low-team-identification groups. Finally, PSI increased more rapidly in high-website-trust groups than in low-website-trust ones. Conclusion: Increasing the levels of sport involvement, team identification, and website trust in relation to a sport team's social media enhanced PSI, which can in turn benefit a sports team's marketing performance.

目的：本研究探討運動情境中社群媒體網站互動性與擬社會互動之關係，並探討運動涉入程度、團隊認同感與網站信任之調節效果。方法：本研究採二階段抽樣法，從北部一所大學收集219份有效問卷。本研究使用SPSS15.0進行階層線性迴歸分析。結果：結果顯示，運動涉入、團隊認同、與網站信任對網站互動及擬社會互動具有調節效果；運動涉入、團隊認同、與網站信任愈高，高運動涉入、團隊認同、與網站信任組的擬社會互動高於運動涉入、團隊認同、與網站信任組。結論：運動經理階層人員可藉由本研究結果，提升運動消費者之涉入程度、團隊認同與網站信任，以收運動團隊行銷之效。

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