職棒簽賭事件對球隊認同感的影響：探討事件歸因、知覺重要性，及個體差異的干擾效果

Abstract

本研究的主要目的是探討2009年球季結束後，中華職棒聯盟爆發之職棒簽賭事件對球迷對支持球隊之認同下降程度之影響，並亦探討球迷對於職棒簽賭事件之球隊內在歸因程度與知覺重要性程度，以及球迷所具備之閉合需求、道德意識等個體差異之干擾效果。 本研究採取自行發放問卷方式收集樣本，以認定自己現在是或曾經是中華職棒球迷、於2009年與2010年仍有以任何形式之行為參與中華職棒活動，且知道2009年發生之職棒簽賭事件者為研究對象，問卷之有效樣本人數為330人。本研究主要採用迴歸分析與變異數分析針對所提出之研究假設進行驗證。 研究結果顯示，球迷之支持球隊涉入職棒簽賭事件對球迷對支持球隊之認同下降程度存在顯著之正向影響；球迷對於職棒簽賭事件之球隊內在歸因程度對球迷對支持球隊之認同下降程度存在顯著之正向影響；球迷對於職棒簽賭事件之知覺重要性程度以及球迷所具備之道德意識存在顯著之干擾效果；球迷對於職棒簽賭事件之球隊內在歸因程度與球迷所具備的閉合需求程度不存在顯著之干擾效果；球迷對支持球隊之認同下降程度對球迷對所支持球隊之行為改變傾向無顯著影響；球迷對球隊之認同對球迷對球隊之支持行為存在顯著之正向影響。

This study investigated the impact of Chinese Professional Baseball League (CPBL) gambling event in 2009 on baseball fans’ team identification, and also explored the moderating role of fans’ attributions of the gambling event and their perceived importance of the gambling event, need for closure, and ethical ideology. The respondents met the following criteria: (1) They indicated that they were either fans of CPBL when they filled out the questionnaire or before, or they had participated in any form of activities associated CPBL during 2009 and 2010. (2) They were aware of the professional baseball gambling event occurred in 2009 season. This study collected 330 valid samples in total and used both regression analysis and analysis of variance to test the proposed research hypotheses. Results indicated that team identification of fans decreased significantly if the teams they supported involved in the gambling event, and team identification also decreased when the fans made stronger team internal attributions toward the teams. Moreover, the perceived importance of the gambling event and the ethical ideology played a significant moderating role on the above effects. Lastly, team identification was found to exert a significant positive impact on fans’ support behaviors.