The effect of team image, team identification and loyalty on team re-support intension

• Main Authors: Tai, Yu-Hung, 戴佑宏
• Other Authors: Cheng, Chih-fu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/94039807594462362341

碩士 === 國立臺灣師範大學 === 體育學系 === 101 === The purpose of this study was to reveal the relations among team image, team identification, loyalty and team re-support intension in fans of EDA Rhinos. Five hundred questionnaires were sent during March 18 to 27, 2013. Descriptive statistics, multiple stepwise regression and logistic regression were used for data analysis. The results were stated as follows: 1. The main group of fans in EDA Rhinos was college graduated student less than 28 years old, TV as their view massage, and their monthly salary are below NT 10,000 dollars. 2. The point of team image, team identification and loyalty were brightly higher than average in this study. 3. Team identification and loyalty could be well predicted by team image. 4. Team identification was the best predictor for loyalty. 5. Team image and loyalty affect re-support intension positively, and team image and loyalty are main predictors. According to the results, EDA Rhinos should strengthen the characteristic management of home court, as the emotion connection would positively affect team image and loyalty, there will be a beneficial impact on whole management.