運動英雄關心行為與關係價值之關係__臺灣人文及社會科學引文索引資料庫

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題名：	運動英雄關心行為與關係價值之關係
書刊名：	多國籍企業管理評論
作者：	陳佑欣／周建亨／魏香明
作者(外文)：	Chen, You-shin／Chou, Chien-heng／Wei, Shiang-ming
出版日期：	2017
卷期：	11:2
頁次：	頁147-164
主題關鍵詞：	運動關係行銷；關係利益；編劇法；Sports relationship marketing；Relational benefits；Dramaturgy
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:16 點閱:6

過去研究缺乏探討球迷與球員之互動現象。本研究目的在於檢視職業球隊球迷所知覺球員的關心行為與關係價值之關係。本文以調查法實施，研究對象是由國內中華職棒大聯盟與超級籃球聯賽之球隊的忠實球迷所組成。階段一，經過前測，初步發展出運動英雄關心行為衡量工具。階段二，由247位球迷所組成的不同樣本檢視量表的信效度，並以多元階層迴歸分析，在控制服務品質下，檢視英雄關心行為與關係價值之關聯。結果顯示衡量工具有足夠之信效度，運動英雄關心行為與關係價值存在顯著的正向關係。職業球員如運動英雄的關心行為有助於提升球迷們的正面社會行為。未來可使用此簡潔有效的工具進行瞭解更多互動現象。

以文找文

The phenomenon in developing relationship between fans and team sport players has largely neglected. The purpose of present study is to gain better understanding of professional team sports fans perceived regard behaviors from their favorite players and its relationship with relational worth. The survey method was conducted. The participants in this study consisted of devoted fans from the Chinese Professional Baseball League (CPBL) as well as Super Basketball League (SBL). Stage 1 the study preliminarily developed a measure of Sport Hero Regard Behavior (SHRB). The pretest was conducted in order to preliminary test the measure of SHRB. Stage 2 a different sample was consisted of 247 participants so as to examine the convergent validity, the discriminant validity, and the internal consistency. Moreover, a multiple hierarchical regression analysis, under control the service quality, was conducted to examine the relationship between SHRB and relational worth. The SHRB was found to be a reliable and valid measure and SHRB was significantly correlated with relational worth. The result indicated that professional players as sport hero with their regarded behavior could enhance positive social behaviors from fans. This reliable and valid tool can be used to gain better understanding of the interactive phenomenon.

以文找文

期刊論文
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圖書
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圖書論文
1.	Wann, D. L.(2006)。The causes and consequences of sport team identification。Handbook of Sports and Media。Lawrence Erlbaum Associates, Inc.。
2.	Robinson, J. P.、Shaver, P. R.、Wrightsman, L. S.(1991)。Criteria for scale selection and evaluation。Measures of Personality and Social Psychological Attitudes。San Diego, CA：Academic Press。

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