職棒球迷支持因素、戰績歸因對球迷忠誠度之預測

The prediction of baseball fans' reasons for supporting a team and attributions to team performance on fan loyalty

目的：檢驗職棒球迷支持球隊的理由（支持因素），以及球迷認為所支持的球隊的表現為成功或失敗的原因（戰績歸因），對球迷忠誠度之預測情形。方法：研究參與者為295位自我認定為支持中華職棒某一球隊的球迷。球迷支持因素的測量係根據王忠茂（2005）的四個構面：團隊與形象因素、熟識與經營因素、親友與戰績因素、地利與主場因素。球迷對球隊戰績的歸因係依據Weiner（1986）的歸因三向度（因果的根源、穩定性、可控制性）與Biddle，Hanrahan，與Sellars（2001）的建議來測量。結果：共進行二次逐步迴歸分析。在球迷支持因素方面，對忠誠度預測力有顯著貢獻的只有團隊與形象因素，而熟識與經營因素、親友與戰績因素、地利與主場因素則與球迷的忠誠度無關。在戰績的歸因方面，視球隊2006年球季戰績為成功的球迷，內在的歸因向度顯著地正向預測忠誠度；視球隊2006年球季戰績為失敗的球迷，穩定的歸因向度顯著地負向預測忠誠度。結論：球迷越是因為球隊的形象而支持該球隊，球迷的忠誠度越高。此外，將球隊的成功歸因為內在的原因的球迷忠誠度越高，而將球隊的失敗歸因為穩定的原因的球迷忠誠度越低。Purpose: This study was to examine whether the reasons why baseball fans support a team (refer to as 'support factors') and the perceived reasons they gave for the team's performance (refer to as 'performance attributions') could predict fan loyalty. Method: Individuals (N=295) identified themselves as fans of at least one of the professional baseball teams in Taiwan participated in this study. Support factors were measured by a four-factor scale developed by Wang (2005). According to Wang, support factors consist of four dimensions-Team image, Familiarity with the team, Influences of family and friends, and Home team. Performance attributions were assessed according to Weiner's (1986) causal dimension model (locus, stability, and controllability) and Biddle, Hanrahan, and Sellars (2001) suggestions on attribution measurement. Results: Two step-wise multiple regression analyses were conducted. The first analysis showed that, of the four support factors, only 'Team image' contributed positively to the prediction of fan loyalty, but not 'Familiarity with the team', 'Influences of family and friends', and 'Home team' .The analysis on performance attributions found that while fans perceived their teams as successful in 2006, internal attributions positively predicted their loyalty. On the other hand, while fans perceived their teams' performance as a failure in 2006, stable attributions negatively predicted their loyalty. Conclusion: It appeared that when fans' supports for a team were due to good images of the team, the fans would have a higher level of loyalty. Fans who attributed their teams' success to internal reasons tended to be more loyal to the team, those who attributed their teams' failure to stable reasons tended to had a lower level of loyalty.