Publication:

超級籃球聯賽現場球迷觀賞動機、情感連結及其對忠誠度影響之研究

為探討台灣球迷對於觀看超級籃球聯賽SBL比賽的觀賞動機、情感連結和忠誠度等心理或行為表現之間的關聯程度，本研究綜合整理並依據文獻建構一個探索性模型，同時採用AMOS7.0與SPSS12.0統計軟體進行結構方程模式分析。研究問卷分為觀賞動機、情感連結、忠誠度三大部分。

研究結果發現，球迷對於「喜愛球隊」及「比賽精彩」之動機因素，會直接與間接影響球迷之行為忠誠度，但「喜愛球員」的觀賞動機對球迷的行為忠誠度完全沒有影響。而「喜愛籃球」的觀賞動機，則會透過情感連結而間接影響球迷之態度忠誠，進而影響其行為忠誠度。從整體效果的分析，可以了解影響行為忠誠程度的動機構面依序為「喜愛球隊」、「比賽精彩」和「喜愛籃球」。

This study aimed to probe into the relationships among the motive, psychological attachment and loyalty for Taiwan basketball fans’ interest in Super Basketball League. In this study, we constructed a model according to literature review and applied AMOS 7.0 and SPSS12.0 for analyzing the data by Structural Equation Modeling method. The questionnaire divides into three major parts of motive factor, psychological attachment and loyalty.

The result found that the motives of ‘interest in teams’ and ‘quality of game’ can affect fan’s loyalty directly and indirectly, but the motive of ‘interest in players’ do not affect the loyalty directly and indirectly. And the motives of ‘basketball interest’ can influence the fan's attitude loyalty indirectly through psychological attachment, and then influence its behavior loyalty. The factor influencing behavior loyalty degree is in order: ‘interest in teams’, ‘quality of game’, and ‘basketball interest’.