輸球也快樂？以情緒階段模式探討運動賽事享樂感

Why Do Sports Fans Enjoy a Losing Game? The Perspective of the Stage Model of Emotion

觀看運動賽事，為何輸球的球迷會有享樂感？這個關鍵議題常被忽略，主因是現有理論關注結局（如刺激轉移理論與懸疑感）及個人差異（如球迷度、情感傾向）對享樂感的影響，針對賽事過程對於享樂感的研究則付之闕如。本文根據情感階段模式及評估理論，提出目標輔助（比賽過程中得失分）與因應策略（對輸球負面事件的認知評估）兩項因素，以實驗法探討這兩項因素與享樂感之間的關係，藉此釐清上述議題。實驗以棒球比賽為刺激物，結果顯示目標輔助（得分）能使輸球產生享樂感，因應策略則對享樂感沒有產生調節效果。未來可針對因應策略的中介角色，及其對享樂感的影響進一步研究。

Little is known about why and how sports fans enjoy a losing game. Current theories focus either on the result of a sports game (e.g., excitation transfer theory and suspense) or on individual difference (e.g., fanship or affective disposition). They ignore the role game processes played in the elicitation of enjoyment. Based on the stage model of affect and appraisal theory, this paper argues that goal conduciveness (gaining or losing scores during a sports game) and copying strategies (cognitive appraisal of the result of a sports game) may clarify the aforementioned issue. An experiment using baseball games showed that goal conduciveness surpassed the effect of losing a game and led to enjoyment. However, copying strategies failed to moderate the relationship between the result of a sports game and enjoyment. The stage model of affect is partially supported.