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題名：臺灣中部大學生對中華和美國職棒觀賞動機及認同感之比較研究
書刊名：臺東大學體育學報
作者：高立學 引用關係
作者(外文)：Gau, Li-shiue
出版日期：2013
卷期：18
頁次：頁29-50
主題關鍵詞：觀賞動機；球隊認同；球員認同；中華職棒；美國職棒；Watching motivation；Team identification；Player identification；CPBL；MLB
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:12
  • 點閱點閱:7
本研究主要目的在比較臺灣觀眾觀賞中華職棒和美國職棒，有關觀賞動機、球隊認同和球員認同及之間關係的差異。採用問卷調查，問卷內容主要包括娛樂、自尊、社會、知識動機、球隊認同和球員認同。資料收集主要針對中部地區，有實際觀賞過中華或美國職棒的大學生進行問卷發放，回收400份，男性佔79.8%(319 人)。結果顯示觀賞中華職棒動機及球隊認同顯著高於觀賞美國職棒，但對於美國職棒的球員認同顯著高於觀賞中華職棒(p＜.05)。在觀賞動機類型方面，對於觀賞美國職棒，有較高比例的人選擇自尊為主要觀賞動機(67.54%)；而對於觀賞中華職棒，有較高比例的人選擇社會動機為主要觀賞動機(51.14%)。有關動機和認同的關係，觀賞中華職棒，會以觀賞動機為主，產生球隊認同，最後才有球員認同；對於美國職棒，則以臺灣選手的球員認同開始，誘發觀賞動機，同時形成對選手所屬球隊的認同，並再進一步培養出觀賞的動機。
This study attempted to compare the motives for watching the Chinese Professional Baseball League (CPBL) and Major League Baseball (MLB), spectators' team identification and player identification in CPBL and MLB. A survey questionnaire was used, including measures of motives for entertainment, self-esteem, sociability, and knowledge, and team identification and player identification. Questionnaires were distributed in the central Taiwan to college students who had experiences in watching CPBL and MLB. In total, 400 were collected with 79.8% (319) males. The results showed that motivation to watch CPBL and the team identification in CPBL were significantly higher than MLB, but player identification in MLB was significantly higher than that in CPBL (p ＜ .05). A higher percentage of people chose self-esteem (67.54%) as the major motive to watch MLB, whereas a higher percentage of people watching CPBL chose sociability (51.14%) as the major motive. As for the relationship between motivation and identification, watching motivation may lead to team identification and further form player identification in CPBL; however, in MLB, player identification with players from Taiwan may go first and then lead to team identification and watching motivation.
期刊論文
1.高立學、吳勤瑩、陳朝鍵、林純玉(20101200)。驗證影響觀眾知覺贊助效益因素模型。運動休閒餐旅研究，5(4)，61-79。new window  延伸查詢new window
2.高立學(20080600)。球隊認同低的人為什麼要觀賞球賽？。休閒運動期刊，7，87-96。  延伸查詢new window
3.高立學、郭同堯(20091200)。打籃球和看籃球的關係。運動休閒餐旅研究，4(4)，90-102。new window  延伸查詢new window
4.高立學(20090700)。運動彩券購買與運動觀賞。休閒運動期刊，8，29-36。  延伸查詢new window
5.Gau, Li-shiue、James, Jeffrey D.、Kim, Jong-chae(20090600)。Effects of Team Identification on Motives, Behavior Outcomes, and Perceived Service Quality。Asian Journal of Management and Humanity Sciences，4(2/3)，76-90。  new window
6.Trail, G. T.、Robinson, M. J.、Dick, R. J.、Gillentine, A. J.(2003)。Motives and points of attachment: Fans versus spectators in intercollegiate athletics。Sport Marketing Quarterly，12(4)，217-227。  new window
7.Wann, D. L.(1995)。Preliminary validation of the Sport Fan Motivation Scale。The Journal of Sport & Social Issues，20(4)，377-396。  new window
8.Woodside, A. G.、Chebat, J. C.(2001)。Updating Heider's balance theory in consumer behavior: A Jewish couple buys a German car and additional buying: Consuming transformation stories。Psychology and Marketing，18(5)，475-495。  new window
9.Wu, S. H.、Tsai, C. Y. D.、Hung, C. C.(2012)。Toward team or player? How trust, vicarious achievement motive, and identification affect fan loyalty。Journal of Sport Management，26(2)，177-191。  new window
10.高立學(2011)。「觀賞運動活動」吸引觀眾的屬性分析。休閒事業研究，9(1)，1-20。  延伸查詢new window
11.Bilyeu, J. K.、Wann, D. L.(2002)。An investigation of racial differences in sport fan motivation。International Sports Journal，6(2)，94-106。  new window
12.Fink, J. S.、Trail, G. T.、Anderson, D. F.(2002)。An examination of team identification: Which motives are most salient to its existence?。International Sports Journal，6(2)，195-207。  new window
13.Funk, D. C.、James, J. D.(2004)。The Fan Attitude Network (FAN) Model: Exploring attitude formation and change among sport consumers。Sport Management Review，7(1)，1-26。  new window
14.Gau, L. S.、James, J. D.(2013)。A ten-value-type framework associated with spectator sports: A qualitative inquiry。Sage Open，3(2)，(21582440134)1-(21582440134)13。  new window
15.Gau, L. S.、Kim, J. C.(2011)。The influence of cultural values on spectators' sport attitudes and team identification: An east-west perspective。Social Behavior and Personality: An International Journal，39(5)，587-596。  new window
16.Heere, B.、James, J. D.(2007)。Sports teams and their communities: Examining the influence of external group identities on team identity。Journal of Sport Management，21(3)，319-337。  new window
17.Heere, B.、James, J. D.、Yoshida, M.、Scremin, G.(2011)。The effect of associated group identities on team identity。Journal of Sport Management，25(6)，606-621。  new window
18.James, J. D.、Ross, S. D.(2002)。The motives of sport consumers: A comparison of major and minor league baseball。International Journal of Sport Management，3(3)，180-198。  new window
19.Nuesch, S.、Franck, E.(2009)。The role of patriotism in explaining the TV audience of national team games: evidence from four international tournaments。Journal of Media Economics，22(1)，6-19。  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.Sutton, W. A.、McDonald, M. A.、Milne, G. R.、Cimperman, J.(1997)。Creating and fostering fan identification in professional sport。Sport Marketing Quarterly，6(1)，15-22。  new window
22.Trail, G. T.、Anderson, D. F.、Fink, J. S.(2000)。A theoretical model of sport spectator consumption behavior。International Journal of Sport Management，1(3)，154-180。  new window
23.Trail, G.、James, J.(2001)。The motivation scale for sport consumption: Assessment of the scale's psychometric properties。Journal of Sport Behavior，24(1)，108-127。  new window
24.高立學(20090900)。「臺中洲際棒球場」興建後之效益評估。運動與遊憩研究，4(1)，22-33。new window  延伸查詢new window
25.Gau, L. S.、Wann, D. L.、James, J. D.(2010)。Examining relations of entertainment with social interaction motives and team identification。Perceptual and Motor Skills，111(2)，576-588。  new window
26.Trail, G. T.、Fink, J. S.、Anderson, D. F.(2003)。Sport spectator consumption behavior。Sport Marketing Quarterly，12(1)，8-17。  new window
27.Heider, Fritz(1946)。Attitudes and Cognitive Organization。The Journal of Psychology: Interdisciplinary and Applied，21(1)，107-112。  new window
28.Cialdini, Robert B.、Borden, Richard J.、Thorne, Avril、Walker, Marcus Randall、Freeman, Stephen、Sloan, Lloyd Reynolds(1976)。Basking in reflected glory: Three (football) field studies。Journal of Personality and Social Psychology，34(3)，366-375。  new window
研究報告
1.張笠雲、廖培珊(2008)。台灣社會變遷基本調查計畫：第五期第三次調查計畫執行報告。臺北：中央研究院社會學研究所。  延伸查詢new window
學位論文
1.Bogdanov, D.(2005)。Measuring nationalism as a sport fan motive(博士論文)。The Florida state of University，Tallahassee, Florida。  new window
2.陳嘉弘(2008)。民族主義與王建民觀賞動機研究--以東華大學學生為例(碩士論文)。國立東華大學，花蓮縣。  延伸查詢new window
3.Gau, L. S.(2007)。Examining the values associated with spectator sports and the relationships between the values and sport spectator behavior(博士論文)。Florida State University，Tallahassee, Florida。  new window
圖書
1.李崇建(2008)。臺灣之光：王建民的故事。臺北市：文經社。  延伸查詢new window
2.Hogg, M. A.、Abrams, D.(1988)。Social identifications: A social psychology of intergroup relations and group processes。New York, NY：Routledge。  new window
3.Heider, Fritz(1958)。The Psychology of Interpersonal Relations。John Wiley & Sons, Inc.。  new window
4.Maslow, Abraham H.(1970)。Motivation and Personality。New York, NY：Harper & Row。  new window
5.Bairner, Alan(2001)。Sport, nationalism, and globalization: European and North American perspectives。State University of New York Press (SUNY)。  new window
6.Tajfel, Henri(1981)。Human Groups and Social Categories: Studies in Social Psychology。Cambridge University Press。  new window
7.Nunnally, Jum C.、Bernstein, Ira H.(1994)。Psychometric Theory。McGraw-Hill。  new window
8.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1998)。Multivariate Data Analysis。Prentice Hall。  new window
9.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2009)。Multivariate Data Analysis: A Global Perspective。Prentice-Hall。  new window
其他
1.方正東(20130730)。MLB／羅嘉仁升上大聯盟，有機會對決陳偉殷，http://tw.news.yahoo.eom/mlb-羅嘉仁升上大聯盟-有機會對決陳偉殷-010956516.html。  延伸查詢new window
圖書論文
1.Zillman, D.、Bryant, J.、Sapolsky, B. S.(1989)。Enjoyment from sports spectatorship。Sports, games, and play: Social and psychological viewpoints。Hillsdale, NJ：Lawrence Erlbaum Associates。  new window
2.Gau, L. S.、Gailliot, M. T.、Brady, M.(2007)。A model examining relationships among team identification, sport spectators' motives, perceived service quality, and satisfaction。Sport marketing across the spectrum: Research from emerging, developing, and established scholars。Morgantown, West Virginia：Fitness Information Technology, Inc.。  new window
3.Milne, G. R.、McDonald, M. A.(1999)。Motivations of the sport consumer。Sport marketing: Managing the exchange process。Sudbury, Massachusetts：Jones and Bartlett Publishers。  new window
 
 
 
 
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