臺灣職籃危機管理與球迷行為之研究：關係品質的中介角色

A study on crisis management and fan behavior in Taiwan’s professional basketball: The mediating role of relationship quality

緒論：國內近年來職籃聯盟出現各種不同種類的危機事件，使球團組織營運面臨一定程度威脅，更影響球迷支持球團的信心。因此，球團如何適切處理危機事件及掌握事件對於球迷行為的影響實有討論之必要。本研究援引情境式危機溝通理論，並以國內職籃球迷為對象，探討組織聲譽、關係品質、潛在支持行為與負面口碑之關係，並進一步探討關係品質於組織聲譽與兩個行為意圖間的中介效果，以及關係品質三子構面的平行中介效果。方法：本研究透過問卷調查法，採立意取樣之方式共取得265份有效問卷，透過驗證性因素分析確立各量表之信效度，再透過結構方程模型進行假設路徑檢驗，最終透過拔靴法（bootstrapping）5，000次檢驗關係品質於組織聲譽與兩個行為意圖間的中介效果，以及關係品質三子構面的平行中介效果。結果：結果顯示組織聲譽正向顯著預測關係品質與潛在支持行為、負向顯著預測負面口碑；關係品質正向顯著預測潛在支持行為、負向顯著預測負面口碑；且關係品質完全中介組織聲譽與兩個行為意圖間的關係。在平行中介的分析中，關係品質三構面以承諾具備作為穩定、重要的中介效果。結論：本研究建議球團組織在危機事件中，應強化團隊公關與行銷策略之專業，並在球隊組織經營上更著重於與球迷建立良好的關係品質，如加強在地經營、社會公益、深化與球迷間的連結等，藉此提高球迷對於球團的正面印象以提高後續球迷之支持行為及降低負面口碑。

Introduction: In recent years, various crises have emerged within domestic professional basketball leagues, posing operational threats to team organizations and undermining fan confidence in supporting these teams. Consequently, it is essential to explore how teams can effectively manage crises and understand how these incidents influence fan behavior. This study draws on Situational Crisis Communication Theory (SCCT) and focuses on fans of domestic professional basketball leagues. It aims to investigate the relationships among organizational reputation, relationship quality, potential supportive behaviors, and negative word-of-mouth. Additionally, the study explores the mediating role of relationship quality between organizational reputation and the two behavioral intentions, as well as the parallel mediating effects of its three sub-dimensions—trust, commitment, and satisfaction. Methods: Using a questionnaire survey and purposive sampling, 265 valid responses were collected. This study employs confirmatory factor analysis (CFA) to establish the reliability and validity of each measurement scale, followed by structural equation modeling (SEM) to test the research hypotheses. The mediating effects of relationship quality between organizational reputation and the two behavioral intentions are examined through the bootstrap test, with 5,000 bootstrap samples used to further test the parallel mediation effects of the three sub-dimensions of relationship quality. Results: Findings indicate that organizational reputation positively and significantly predicts relationship quality and potential supportive behaviors, while it negatively predicts negative word-of- mouth. Furthermore, relationship quality positively and significantly predicts potential supportive behaviors, while it negatively predicts negative word-of-mouth. Relationship quality fully mediates the relationship between organizational reputation and both behavioral intentions. Among the three sub-dimensions of relationship quality, only commitment demonstrates a stable and significant mediating effect in the parallel mediation model. Conclusion: This study suggests that team organizations should enhance their public relations and marketing strategies in times of crisis. Emphasis should be placed on building strong relationship quality with fans through initiatives such as local community engagement, social responsibility, and fostering deeper connections with fans. These efforts can improve fans' positive impressions of the organization, thereby increasing future supportive behaviors and reducing negative word-of-mouth.