職業運動新常態：新冠肺炎疫情下球迷觀賞行為

Beyond the field: Sports fans' shifting experience in a pandemic world

新冠肺炎疫情爆發迫使職業運動賽事面臨停辦或閉館舉行，球迷支持球隊行為也從過去買票進場到遠距觀賞轉播，在職業運動新常態下，了解球迷行為決策機制並透過轉型策略降低虧損視為當務之急。本研究探討近年職業運動及球迷行為領域中著重的研究題材以及理論，對未來研究可行的發展方向提出建議。職業運動重心從過去屬地主義主場經營，逐漸轉至網路社群遠距球迷，結合轉播技術、沈浸式體驗、虛擬觀眾等科技，達成經營球迷關係、營運策略轉型之目的。在新觀賞型態下，研究者關注的球迷行為理論從過去進場動機、社會認同理論，轉向探討科技接受、社會臨場感等理論。本文對疫情時代職業運動的前瞻議題進行彙整，擴展未來職業運動球迷行為可以著墨的理論及學術取向，以期深化球迷行為領域研究內涵。

The COVID-19 outbreak in 2020 has forced sports events to cancel or be held behind closed doors. Sports fans have also changed their behaviors from buying tickets to watching live broadcasts from the internet. Under the new normal of professional sports, understanding the influence of fan behavior along with making good use of internet technology for transformation have been regarded as a top priority for global professional sports. This study explored research issues and theoretical perspectives of professional sports and fan behavior which advanced the suggestions for future researches. Professional sports have gradually shifted from franchises to the online community to operate for distant fans. Professional sports combined online community and broadcasting, immersive experience, and virtual audiences to attain fan relationship management and transformation strategies. Moreover, the focus of researchers' attention on fan behavior issues has also shifted from discussing the motivation of entering the stadium to the influence of technology acceptance and social presence. This research summarizes the prospective issues of professional sports during the epidemic and expands the academic orientation of fan behavior under the new normal of professional sports.