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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/16832


    Title: Effects of team identification on motives, behavior outcomes, and perceived service quality.
    Authors: 高立學;Gau, Li-Shiue
    Contributors: 休閒與遊憩管理學系
    Keywords: team identification;motive;media consumption;merchandise consumption;service quality.
    Date: 2009
    Issue Date: 2012-11-23 17:17:30 (UTC+8)
    Abstract: "The current article comprehensively examines the affective, behavioral and cognitive effects of
    team identification. In the affective aspect, the influence of team identification regards motives driving
    people to attend games. The first hypothesis is that persons high in identification would be more likely
    to be motivated by Self-definitive motives than by Entertainment and Sociability. That is, persons low
    in identification would be more likely to be motivated by Entertainment and Sociability than by
    Self-definitive motives. With respect to the influence of team identification on behaviors, the second
    and third hypotheses are that highly identified fans consume more media and merchandise than people
    low in identification. Regarding the influence of team identification on cognition, the fourth hypothesis
    is that highly identified fans perceive higher service quality than people low in identification. The
    results support all of the hypotheses. Sport marketers may design marketing programs appealing to
    different segments with different levels of team identification."
    Relation: Asian Journal of Management and Humanity Sciences
    Appears in Collections:[休閒與遊憩管理學系] 期刊論文

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