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題名：您滿意嗎？生活滿意在運動消費的中介角色
書刊名：大專體育學刊
作者：盧譽誠／王豐家 引用關係／石明宗 引用關係／黃義翔／蕭嘉惠
作者(外文)：Lu, Yu-cheng／Wang, Fong-jia／Shih, Ming-tsung／Huang, Yi-hsiang／Hsiao, Chia-huei
出版日期：2020
卷期：22:1
頁次：頁1-18
主題關鍵詞：團隊認同；購買意願；現場觀眾；中介效果；Team identification；Purchase intention；Live audience；Mediating effect
原始連結：連回原系統網址new window
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本研究目的為探討臺灣籃球運動觀眾，在籃球賽事情境中對於中華男子籃球隊之團隊認同歷程，以及釐清影響運動觀眾再購意願的因素，並針對2019年籃球世界盃亞太區資格賽，選取中華男子籃球隊與日本男子籃球隊比賽的現場觀眾為研究對象，以便利取樣方式抽取397位參與者進行問卷調查，結果發現團隊認同對再購意願及生活滿意度具有顯著預測效果；生活滿意度對團隊認同與再購意願具有部分中介效果。研究結論：團隊認同不僅對於再購意願與生活滿意度有直接的影響，也會因生活滿意度提升而增進購買意願。因此，提升觀眾對運動團隊的認同感可有效提高觀眾的生活滿意度，同時增加觀眾入場觀看球賽的意願。
The purpose of this article was to explore the relationships between life satisfaction, consumer repurchase intention and team identification for the local audiences of the Chinese Taipei men's national basketball team. This study drew information from a convenience survey administered to a sample of the live audience at the competition between Chinese Taipei team against the Japanese team in the 2019 Fédération Internationale de Basketball (FIBA) Basketball World Cup Asian Qualifiers. Three hundred and ninety-seven study participants were selected. The results show that the predictive effect of team identification on repurchase intention and life satisfaction is significant; meanwhile, life satisfaction has a partial mediating effect on team identification and repurchase intention. This study concludes that team identification not only has a direct correlation with consumer repurchase intention and life satisfaction but also, through the increase of life satisfaction, raises consumer purchase intentions. Therefore, enhancing the audience's recognition of and identification with the team can effectively improve the audience's life satisfaction and increase their willingness to watch the game.
期刊論文
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