English  |  正體中文  |  简体中文  |  Items with full text/Total items : 90587/105803 (86%)
Visitors : 16430704      Online Users : 372
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/310904400/9395


    Title: Effects of Team Identification on Motives, Behavior Outcomes,and Perceived Service Quality
    Authors: LI-SHIUE GAU
    JEFFREY D. JAMES
    JONG-CHAE KIM
    Contributors: Department of Leisure and Recreation Management, Asia University, Taiwan
    2Department of Sport & Recreation Management, Recreation Management, and Physical Education,Florida State University, USA
    3The Sport Management Program, Department of Health & Human Performance, College of Educati and Behavioral Sciences, University of Tennessee at Martin, USA
    Keywords: motive
    service quality
    team identification
    media consumption
    merchandise consumption
    Date: 2009
    Issue Date: 2010-05-06 15:28:45 (UTC+8)
    Abstract: 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 4(2-3):76-90, 2009
    Appears in Collections:[Asian Journal of Management and Humanity Sciences] v.4 n.2-3

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML942View/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