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題名：運動團隊認同感、訊息型態與社群媒體對運動消費者訊息處理之影響
書刊名：大專體育學刊
作者：林怡秀 引用關係
作者(外文)：Lin, Yi-hsiu
出版日期：2013
卷期：15:2
頁次：頁148-159
主題關鍵詞：運動行銷；調節效果；運動傳播；Sport marketing；Moderating effect；Sport communication
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:9
  • 點閱點閱:31
本研究以資訊處理觀點為理論架構，探討媒體來源與訊息類別對個體訊息處理的影響效果，以及運動團隊認同感在媒體來源與訊息類別對個體訊息處理是否具有調節效果。本研究採實驗設計方法將受試者隨機分派到實驗情境中，亦即2（正面訊息與負面訊息）×2（傳統媒體來源與社群媒體來源）×2（高運動團隊認同感與低運動團隊認同感）之受試者間的研究設計。研究結果顯示，主流傳統媒體來源所呈現的訊息比起社群媒體來源所呈現的訊息並無顯著較高的訊息可信任度與對訊息的態度。正面訊息比負面訊息對訊息來源與訊息內容產生較高的訊息可信任度與對訊息的態度。此外，運動團隊認同感在受試者對於不同媒體來源訊息的回應並不具有調節效果；運動團隊認同感在受試者對於不同訊息型態的回應亦不具有調節效果。本研究結論建議運動組織使用社群媒體以及正面訊息來行銷與推廣賽會或球隊。
The purpose of this study was to investigate the effects of media sources and message valence on individuals’ information processing by means of information processing perspective, and to examine the moderating effect of team identification on the media sources and message valence. A between-subject experimental design of 2 (positive message vs. negative message)×2 (traditional media vs. social media)×2 (high identification vs. low identification) was utilized with the participants randomly assigned into the treatments. The results showed that no significant differences in message credibility or attitude toward the message based on media sources. Furthermore, better message credibility and attitude toward the message revealed for the positive message than the negative message. Moreover, no moderating effect of team identification was found on the relationship between media sources and attitude toward message. Similarly, no moderating effect of team identification was found on the relationship between message valence and attitude toward message. These findings suggested that sport organizations are using social media and positive message to market or promote the sporting events or sport teams.
期刊論文
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4.林怡秀(20110600)。體育新聞記者與行政院體育委員會消息來源之互動關係。大專體育學刊，13(2)，111-121。new window  延伸查詢new window
5.Boninger, D. S.、Krosnick, J. A.、Berent, M. K.(1995)。Origins of attitude importance: Self-interest, social identification, and value relevance。Journal of Personality and Social Psychology，68(1)，61-80。  new window
6.Coyle, P.(2010)。Teams active in social media build a strategic advantage。Street and Smith’s Sports Business Journal，12(40)，18。  new window
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8.Fisher, E.、Mickle, T.(2010)。NHL pushes digital syndication into overdrive。Street and Smith's Sports Business Journal，12(40)。  new window
9.Funk, D. C.、Pritchard, M. P.(2006)。Sport publicity: Commitment’s moderation of message effects。Journal of Business Research，59(5)，613-621。  new window
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11.Hurwitz, S. D.、Miron, M. S.、Johnson, B. T.(1992)。Source credibility and the language of expert testimony。Journal of Applied Social Psychology，22(24)，1909-1939。  new window
12.Killeya, L. A.、Johnson, B. T.(1998)。Experimental induction of biased systematic processing: The directed-thought technique。Personality and Social Psychology Bulletin，24(1)，17-33。  new window
13.Kwak, D. H.、Kim, Y. K.、Zimmerman, M. H.(2010)。User-versus mainstream-media-generated content: Media source, message valence, team identification and sport consumers’ response。International Journal of Sport Communication，3(4)，402-421。  new window
14.Melnick, M. J.、Wann, D. L.(2011)。An examination of sport fandom in Australia: Socialization, team identification, and fan behavior。International Review for the Sociology of Sport，46(4)，456-470。  new window
15.Pritchard, M. P.、Funk, D. C.(2010)。The formation and effect of attitude importance in professional sport。European Journal of Marketing，44(7/8)，1017-1036。  new window
16.Zuwerink, J. R.、Devine, P. G.(1996)。Attitude Importance and Resistance to Persuasion: It's not Just the thought that Counts。Journal of Personality and Social Psychology，70(5)，931-944。  new window
17.Porter, L. V.、Sweetser Trammell, K. D.、Chung, D.、Kim, E.(2007)。Blog power: Examining the effects of practitioner Blog use on power in public relations。Public Relation Review，33(1)，92-95。  new window
18.Dearstyne, Bruce W.(2005)。Blogs: The New Information Revolution?。Information Management Journal，39(5)，38-44。  new window
19.Jones, L. W.、Sinclair, R. C.、Courneya, K. S.(2003)。The effects of source credibility and message framing on exercise intentions, behaviors, and attitudes: an integration of the elaboration likelihood model and prospect theory。Journal of Applied Social Psychology，33(1)，179-196。  new window
20.Robinson, M. J.、Trail, G. T.(2005)。Relationships among spectator gender, motives, points of attachment, and sport preference。Journal of Sport Management，19(1)，58-80。  new window
21.Homer, P. M.、Kahle, L. R.(1990)。Source expertise, time of source identification, and involvement in persuasion: An elaborative processing perspective。Journal of Advertising，19(1)，30-39。  new window
22.Kent, M. L.(2008)。Critical Analysis of Blogging in Public Relations。Public Relations Review，34(1)，32-40。  new window
23.廖清海、高錦勝、林聖峰(20050600)。運動表現與媒體曝光率關聯性探討：以民生報刊載中華職棒之照片為例。大專體育學刊，7(2)，75-85。new window  延伸查詢new window
24.McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research，16(3)，310-321。  new window
25.Osgood, C. E.、Tannenbaum, P. H.(1955)。The principle of congruity in the prediction of attitude change。Psychological Review，62(1)，42-55。  new window
26.MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing，53(2)，48-65。  new window
27.Johnson, Thomas J.、Kaye, Barbara K.(2004)。Wag the Blog: How Reliance on Traditional Media and the Internet Influence Credibility Perceptions of Weblogs among Blog Users。Journalism and Mass Communication Quarterly，81(3)，622-642。  new window
圖書
1.Knowles, E. S.、Linn, J. A.(2004)。Resistance and persuasion。Mahwah, NJ：Lawrence Erlbaum Associates。  new window
2.Krosnick, J. A.、Abelson, R. P.(1992)。The impact of cognitive sophistication and attitude importance on response-order and question-order effects。Context effects in social and psychological research。New York：Springer。  new window
3.O'Keefe, Daniel J.(2002)。Persuasion: Theory and research。Sage。  new window
4.Petty, Richard E.、Krosnick, Jon A.(1995)。Attitude strength: Antecedents and consequences。Mahwah, NJ：Lawrence Erlbaum Associates。  new window
5.Tormala, Z. L.、Petty, R. E.(2004)。Resisting persuasion and attitude certainty: A meta-cognitive analysis。Resistance and Persuasion。Mahwah, NJ：Lawrence Erlbaum Associates。  new window
6.Eagly, Alice H.、Chaiken, Shelly(1993)。The Psychology of Attitudes。Harcourt Brace Jovanovich。  new window
7.Schiffman, L. G.、Kanuk, L. L.(2007)。Consumer behavior。Prentice Hall。  new window
8.Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York：Springer-Verlag。  new window
其他
1.戴遐齡(2010)。行政院體育委員會主任委員賀詞，臺北市：國立臺灣師範大學。  延伸查詢new window
圖書論文
1.Petty, Richard E.、Wegener, Duane T.(1998)。Attitude change: Multiple roles for persuasion variables。Handbook of social psychology。McGraw-Hill。  new window
 
 
 
 
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