球迷理性嗎──自利歸因偏誤的觀點

Are the fans rational! The perspective of self-serving attributional bias

閒暇時間觀賞運動賽事已成為一種普遍的現象，觀眾們因為各別理由而有各自支持的球隊，因而產生了不同的球迷團體。一些對團體有高度認同的球迷會將所屬團體視為自己的延伸，為避免自尊受威脅，會透過團體間的有利比較來維持正向認同，因而有了自利歸因偏誤的產生，不過這個自利歸因偏誤的產生通常和特定的人士與情境有關。也因為國內論述較少針對球迷這種因共通點而相聚的團體進行瞭解，因而凸顯出探討此議題的必要性。經由本文之分析，也給管理實務和未來研究提供相關之建議。

It is common habit for people to watch sport events during their leisure time. Spectators support a specific sport team for various reasons. These fans tend to form fan groups to show support to their favorite team. Fans who are highly identified with their supporting groups consider the group as an extension of themselves. When confronted with a threat to their self-esteem, they create favorable comparisons between their own group and out-group to maintain a positive social identity. Thus, the fans display self-serving bias to their in-group members. However, the bias effect would be most pronounced toward some specific individuals and situations. In Taiwan, scant attention was devoted to those social group of which membership were gathered in similarity, thus, highlighted the importance of this research issue. This paper furthermore presents recommendations for academic communities as well as practitioners in the future.