| Summary: | 碩士 === 遠東科技大學 === 休閒運動管理碩士學位學程 === 106 === The study was aimed to explore the comparative among the background variable, the cognition of the importance of team image, and team identity. The purposive sampling was used in this study and the questionnaire was distributed. The instrument applied in study was “the importance of team image, and team identity of the basketball team of Far East University”. The respondents were the teachers and the students of Far East University. With a sample size of 450 respondents and a response rate of 88.2%, 397 eligible completions were collected for data analysis via descriptive statistics, independent sample t test, ANOVA, multiple regression analysis, and Fisher’s Least Significant Difference analysis.
The conclusions were summarized as follows.
1. Referring to the importance of team image, the item “team identification” obtained the highest scores of all ones. In terms of team identity variable, the item “team value” obtained higher scores than the others.
2. Among respondents with different background variables, there were statistically significant differences in image management and team identification, which were the items of the importance of team image.
3. Among respondents with different background variables, there were statistically significant differences in social identity and team value, which were the items of team identity.
4. The item “image management” in the cognition of the importance of team image has the explanatory power (26%) for team identity.
Key Words: team image, team identity
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