本研究從社會心理學角度，探討主觀社會規範對運動員生涯發展的影響。既有文獻在運動員的重要他人與生涯自我發展之關係尚有不足之處，以主觀社會規範解釋不同屬性運動員之重要他人對運動員生涯自我發展之影響，及個人成長主動性的中介效果。本研究採用調查法並以立意及滾雪球取樣方式，針對台灣地區接受專項訓練三年以上之運動員為研究對象，分別採實地、郵寄及網路問卷進行調查，總共回收813份，有效問卷為759份。經雙變量及多變量統計分析，其主要結果如下：
一、羽球、田徑、跆拳道運動員的重要他人，分別為教練、競爭者、隊友。樣本之家庭經濟狀況、比賽層級及訓練經驗在重要他人屬性上具有顯著差異。
二、羽球運動員的主觀社會規範與運動投入有顯著正相關。羽球、田徑和跆拳道運動員的主觀社會規範與生涯投入呈顯著正相關。
三、運動員主觀社會規範、個人成長主動性與生涯自我發展三者之間有顯著正相關，顯示運動員主觀社會規範越高者，其個人成長主動性、運動投入、生涯投入的程度也愈高。
四、運動員的主觀社會規範對生涯自我發展呈現顯著正向影響、對個人成長主動性也具有顯著正向影響；個人成長主動性對生涯自我發展亦存在顯著正向影響。
五、在多群組分析中，分為羽球、田徑、跆拳道三個不同群組，各群組的結果差異不大。羽球群組結果顯示，主觀社會規範對運動投入之「專注、熱情與忘我」沒有顯著正向影響；跆拳道群組結果顯示，順從動機對「自主專業學習」有顯著正向影響，而羽球與田徑運動員的順從動機，對個人成長主動性、運動投入、生涯投入均沒有顯著影響。
六、個人成長主動性對主觀社會規範與運動員生涯自我發展存在部分中介之效果。
最後，根據研究發現結果進行管理意涵討論，並提出具體的建議及知識，提供後續研究及實務之參考。
關鍵字：重要他人、主觀社會規範、個人成長主動性、生涯自我發展、運動投入、生涯投入

The present study adopts a social psychology perspective to explore the effect of subjective social norms on the career development of athletes. Shortcomings remain in existing literature on the relationship between significant others and the career self-development of athletes. The present study uses subjective social norms to explain the effect of the significant others on the career self-development of athletes with different attributes, and the mediating effect of a personal growth initiative. We use purposive and snowballing sampling to select athletes in Taiwan who have received sport-specific training for more than three years as the research subjects. Survey work was carried out in person, by post, and online. Of the 813 questionnaires returned, 759 were valid responses. Following bivariate and multivariate statistical analysis, the main results are as follows:
1)Significant others for badminton, track and field, and taekwondo athletes are coaches, competitors, and teammates, respectively. Household economic status, level of competition, and training experience have a significant effect on the attributes of significant others.
2)There is a significant positive relationship between the subjective social norms and sport engagement of badminton athletes. The subjective social norms of badminton, track and field, and taekwondo athletes have a significant positive relationship with career engagement.
3)There is a significant positive relationship between the subjective social norms, personal growth initiative, and career self-development of athletes, showing that higher subjective social norms among athletes are associated with higher personal growth initiative, sport engagement, and career engagement.
4)The subjective social norms of athletes have a significant positive effect on both career self-development and personal growth initiative; personal growth initiative also has a significant positive effect on career self-development.
5)In the multiple group analysis, the difference between the badminton, track and field, and taekwondo groups is not large. The results from the badminton group show that subjective social norms do not have a significant effect on the “focus, passion, and selflessness” of sport engagement. The results of the taekwondo group show that motivation to comply has a significant correlation with independent professional learning. The motivation to comply of badminton and track and field athletes does not have a significant effect on personal growth initiative, sport engagement, and career engagement.
6)Personal growth initiative has a partial mediating effect on the relationship between subjective social norms and athletes’ career self-development.
Finally, we discuss the implications of the findings of the present study for management and put forward specific recommendations for use in subsequent research and practical applications.
Key Words: significant others, subjective social norms, personal growth initiative, career self-development, sport engagement, career engagement