國際運動行銷期刊之系統性文獻回顧：以Sport Marketing Quarterly和International Journal of Sports Marketing and Sponsorship為例

A ystematicliterature review of international sport marketing journals: A case study of sport marketing quarterly and the international journal of sports marketing and sponsorship

本研究旨在探討運動行銷領域中2019年至2024年的研究趨勢，以系統性文獻回顧作為研究方法，分析2本國際知名運動行銷期刊，分別為Sport Marketing Quarterly (SMQ)和International Journal of Sports Marketing and Sponsorship (IJSMS)。研究結果發現2019年至2024年SMQ總共發表134篇文章，而IJSMS則發表285篇文章；研究情境顯示SMQ發表文章以美洲國家最多，IJSMS則以亞洲國家最多；量化研究在2本期刊中皆為主要的研究設計方式，混合設計為較少使用之方法；SMQ及IJSMS發表文章中使用的理論，以社會認同理論(social identity theory)、歸因理論(attribution theory)及科技接受模型(technology acceptance model)為最常被使用；關鍵字頻率2本期刊分析結果相似。本研究有助於未來研究者掌握運動行銷領域的國際研究趨勢，同時讓國內學者了解不同國家與文化背景下的運動行銷研究發展，從而提供未來研究方向，促進與國際學術交流接軌。

This study aims to explore research trends in the field of sport marketing from 2019 to 2024 using a systematic literature review as the research method. This study examines two globally recognized journals in sport marketing: Sport Marketing Quarterly (SMQ) and the International Journal of Sports Marketing and Sponsorship (IJSMS). The findings show that from 2019 to 2024, SMQ published a total of 134 articles, while IJSMS published 285 articles. In terms of research contexts, SMQ articles predominantly focused on countries in the Americas, whereas IJSMS articles were primarily centered on Asian countries. Quantitative research was the most commonly used research design in both journals, while mixed-method designs were less frequently employed. The most frequently used theories in SMQ and IJSMS articles included social identity theory, attribution theory, and the technology acceptance model. The keyword frequency analysis results were similar for both journals. This study helps future researchers grasp international research trends in sport marketing and enables domestic scholars to understand the development of sport marketing research across different national and cultural contexts. It also provides future research directions and promotes academic exchange on an international level.