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題名：關係品質、社群活動參與度、會員歸屬感對運動消費行為意圖之影響
書刊名：大專體育
作者：余宗龍 引用關係／謝承勳／涂鵬斐 引用關係
作者(外文)：Yu, Chung-long／Hsieh, Cheng-hsun／Tu, Peng-fei
出版日期：2017
卷期：142
頁次：頁23-34
主題關鍵詞：職業運動；運動消費決策；運動管理；運動迷消費社群；Professional sport；Sports consumer decision-making；Sport management；Sport fan consumption communities
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:23
  • 點閱點閱:9
目前職業運動消費決策的文獻大都關注於分析個體現場觀賞行為的內、外在影響因素；然而，對個人和球隊間的顧客關係、以及運動觀賞者間互動關係的研究仍有限。最近運動管理文獻指出，運動消費者和球隊之間的關係品質、與運動迷消費社群的相互關係，可能在運動消費決策中扮演極重要的角色。因此，本文目的在於整合關係品質模式和運動迷消費社群的觀點，以發展運動消費決策的整合模式，分析理論模式內各大構面對運動消費行為之影響。透過系統性文獻回顧方法，結果提出五種關係品質構面（信賴、承諾、認同、親密隸屬和互惠）以及運動迷消費社群觀點（會員歸屬感、參與度）可能對不同運動消費行為意圖產生影響的實證論據；並根據分析結果提出具體管理意涵，和未來研究方向的建議，以期對理論發展、管理決策，能有所貢獻。
Existing literature on professional sports consumer decision-making has primarily focused on analyzing internal and external determinants of individuals' game attendance; however, there has been only limited study of customer relationship of individual-sport teams or interactive relationship sport spectators. Recent sport management literature indicates that sport consumer-team relationship quality and sport fan consumption communities may play significant roles in sport consumption behaviors. Therefore, the present paper aims to develop an integrated model for sport consumption behavior by incorporating relationship quality constructs and a sports fan consumption community viewpoint into an analysis of the effect of various relationship quality dimensions on sport consumption behavior. Systematic literature reviews are used. Results offer empirical evidence that five such dimensions (trust, commitment, identification, intimacy, and reciprocity) as well as sports fan community viewpoint (membership, participation) may influence diverse behavioral intentions of sport consumption. Based on analysis of study results, practical and theoretical suggestions are provided in the hope of contributing to theoretical extensions, managerial implications, and future research directions.
期刊論文
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