淡江大學機構典藏:Item 987654321/119920
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    機構典藏 > Office of Physical Education > Journal Article >  Item 987654321/119920
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/119920


    Title: 您滿意嗎?生活滿意在運動消費的中介角色
    Other Titles: Are You Satisfied? Mediating Role of Life Satisfaction on Sport Consumers
    Authors: 盧譽誠;王豐家;石明宗;黃義翔;蕭嘉惠
    Keywords: 團隊認同;購買意願;現場觀眾;中介效果;team identification;purchase intention;live audience;mediating effect
    Date: 2020-03-31
    Issue Date: 2021-02-23 12:10:47 (UTC+8)
    Publisher: 中華民國大專院校體育總會 & Ainosco Press
    Abstract: 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。
    Relation: 大專體育學刊 22(1),頁1-18
    DOI: 10.5297/ser.202003_22(1).0001
    Appears in Collections:[Office of Physical Education] Journal Article

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