球員卡牌收藏行為之研究現況與展望

Research status and prospects of player card collecting behaviors

10.6169/NCYUJPEHR.202406_23(1).0006

李宜軒(Yi-Hsuan Lee)

運動周邊 ； 職業運動 ； 運動行銷 ； sports collectibles ； professional sports ； sport marketing

嘉大體育健康休閒期刊

23卷1期（2024 / 06 / 30）

77 - 87

繁體中文;英文

收藏，是人類社會多元化和經濟快速進步之下所誕生的一種特殊的消費模式，而在運動領域中的收藏行為也日漸興盛，尤其是職業運動因為有大量的粉絲，因此其周邊商品會具有更大的發展空間，而眾多周邊商品中，又為球員卡牌最有歷史地位性，且各種運動幾乎都有屬於自己的球員卡牌。基此，本研究將首先介紹球員卡牌收藏行為的歷史與發展，讓讀者能對球員卡牌收藏行為有初步的了解。其次，針對目前國內外球員卡牌的相關研究進行彙整，以呈現目前球員卡牌研究的主軸以及研究缺口。研究結果顯示，當前研究內容可分為以下三個面向：一、球員卡牌的卡牌價值；二、球員卡牌的種族歧視；三、球員卡牌的的網絡市場行銷之影響要素，並從以上三點議題中提出未來的研究方向與建議。基於上述，研究者提出三點建議，分別為研究議題的方向、研究方法的應用及研究對象的改變做為未來球員卡牌收藏行為之研究方向，如何能夠從現有研究議題中去拓展，並針對研究主題來設定合適的研究方法，以突破現有的研究缺口，進而提升目前球員卡牌收藏行為的相關研究議題多樣化，及更深入的探討相關議題，以提供給後續研究人員進行參酌。

Collecting has emerged as a unique consumption pattern in human society, driven by diversification and rapid economic progress. Within the realm of sports, collecting behaviors have gained increasing popularity, particularly in professional sports with large fan bases. Consequently, there is significant potential for the development of sports-related merchandise. Among these, player cards hold a prominent historical status, with virtually every sport having its own set of player cards. This study aims to provide readers with an introductory understanding of the history and development of player card collecting behaviors. Additionally, it compiles existing research, both domestically and internationally, on player cards, highlighting current focal points and research gaps in the field. The research findings reveal that studies in this area can be broadly categorized into three main aspects: the assessment of player card value, the examination of racial discrimination in player cards, and the investigation of the impact of online market marketing on player cards. Building upon these issues, the study proposes research directions and suggestions. With consideration of the aforementioned aspects, the researchers put forward three recommendations for future research on player card collecting behaviors. These recommendations encompass the identification of new research topics, the adoption of appropriate research methods, and a shift in research subjects. The objective is to broaden the scope of research topics related to player card collecting behaviors and employ suitable research methods to address current research gaps. By doing so, this study aims to enhance the diversity of research in this field and facilitate deeper exploration of these issues, offering valuable insights for future researchers to consider.