迷妹之謎：死忠女球迷形塑歷程剖析

The myth on female fans: Exploring the process of becoming die-hard female sport fans

緒論：本研究根據運動迷參與動機與認同觀點，探討國內高度參與運動賽事的死忠女球迷之形成與認同等內涵。方法：採立意抽樣的方式，選取前一季曾至中華職棒與SBL現場觀賽場次高於三十場之女球迷四人，以半結構式深度訪談的研究方法蒐集所需資料，並和理論及文獻相互對照。結果：1. 迷妹從國小接觸運動賽事開始偶然形成，父親扮演重要他人的影響角色；2. 與球員的互動讓她們建立起強烈依附感與認同；3. 成為一種集體意識，網路社群平台與球賽現場成為她們情感依附的共享空間；4. 她們不以勝負論英雄，更重視比賽的奮戰過程；5. 她們是不需要理由的執著者，有如狂熱信仰般支持，打死不退。結論：在男性主宰的運動場域中，過去將「迷妹」與「只看外表不懂球賽的女性運動觀眾」劃上等號，然本研究發現，迷妹已跳脫「非理性看球」的框架，除了有著一般運動迷的特質之外，她們更願意不計代價與不論勝負支持球隊，更不吝於體現外顯的支持行為，換句話說，她們就是積極投入、熱愛比賽的女球迷，故本研究試圖重新建構「迷妹」這個原本帶有對女性負面貶抑的符碼，希冀改變對女性球迷的侷限看法。同時，透過她們的主觀經驗剖析，能讓經營者更瞭解其消費族群，吸引此類球迷繼續投入職業運動，並維持其忠誠度，並期發揮拋磚引玉之效，開啟未來更多女性球迷議題之探討。

Introduction: Sport fans were predominantly male in the past but the number of female sport fans had been steadily increasing. This study was an exploration of die-hard female sport fans. The purpose of this study was to explore the motives, emotions and experiences related to being a fan of a group of die-hard female sport fans. Methods: To this end, in-depth interview was conducted on four female fans with high attendance in Chinese Professional Baseball League or Super Basketball League in Taiwan. Results: By organization and analysis, the result revealed that at the beginning of the forming a sport fan, fathers usually played important roles on guiding them into sports at their early age. They were attracted by players’ appearance or team’s performance easily at first and established to a deep attachment with a team and an intense interest in players through watching games and having interactions before and after games. Besides, watching games was a way of their lives. They understood games well, felt a sense of belonging to a team and had a social life with other loyal fans who shared the same emotional affiliation to the same team. Their identity is stable and effective. Therefore, they emphasized on the fighting process rather than the results and remained loyal and fiercely attached to their teams especially when they lost. Female sport fans also exhibit higher levels of physiological arousal at games and showed more supportive behaviors, such as making favorite player’s poster and gifts. Conclusion: Based on research findings, we noticed that there has been little attention given to studying super female sport fans. As the number of female sport fan grows increasingly and with their highly emotional devotion to the games, it was suggested that female sport fans has become a new important segment on sports. It will help to thoroughly understand the different characteristics and hopefully effective strategy will be drawn up accordingly.