English  |  正體中文  |  简体中文  |  Items with full text/Total items : 90429/105609 (86%)
Visitors : 10424527      Online Users : 965
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version


    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/16947


    Title: Effects of team identification on motives, behavior outcomes, and perceived service quality
    Authors: 高立學;Gau, Li-Shiue;Jeffrey, D.James;Kim, Jong-Chae
    Contributors: 休閒與遊憩管理學系
    Keywords: team identification;motive;media consumption;merchandise consumption;service quality
    Date: 2009-09
    Issue Date: 2012-11-23 17:18:43 (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: Asia Journal of Management and Humanity Science;4(2-3):76-90
    Appears in Collections:[休閒與遊憩管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML286View/Open


    All items in ASIAIR are protected by copyright, with all rights reserved.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback