球迷知覺相似性、承諾與開放性之關係

Fan's Perception of Similarity, Commitment and Openness

儘管關係行銷知識（相似性、情感性承諾、開放性）的發展，但缺乏從運動觀賞消費背景上獲得實證支持。本研究以消費者主導的邏輯，進一步探討球迷與球隊間接互動之現象。本研究以調查法於北部與中部採取立意抽樣，研究對象共208位SBL超級籃球聯賽的忠實球迷，採用SEM與PROCESS巨集檢視變數間之直接與間接關係。研究結果發現：「情感性承諾」在「相似性」與「開放性」之間具有部分中介效果。本研究根據研究結果，提供具體的結論與管理意涵，冀望作為管理球迷與球隊關係發展之參考。 Although there is developing knowledge of relationship marketing, it is scant of empirical evidence from spectator sports context. The present study was to investigate indirect interaction phenomenon between fan and team sports, based on consumer-dominant logic. This research was to adopt survey method and purposive sampling. Super Baseball League (SBL) of 208 fans as respondents was recruited in major metropolitan field. SEM and Process macro were conducted to test direct and indirect effects. Results indicated that affective commitment was partial mediator between similarity and openness. According to results, the conclusion and management implication are discussed for management of fan and team sports of relationship development.