新竹攻城獅隊媽媽籃球迷形成因素

Abstract

有鑑於國內職業籃球聯盟興起，為求使職業球團長期經營，吸引球迷進場觀賞球賽至關重要。當中，媽媽族群作為運動觀賞市場中值得關注的新興客群。不過，媽媽球迷的研究仍相對少，研究主題也尚未探討該族群成為球迷的動機。是以，本研究希冀了解新竹攻城獅隊媽媽球迷的形成因素，藉此補足研究缺口，也希望作為新竹攻城獅隊球團內部審視行銷策略的參考，並成為其他球隊吸引媽媽族群策略擬定依據。本研究以社會化三大要素:個人特質 ( personal attributes )、重要他人 ( significant others )及社會化情境 ( socialization situations )為理論框架，探究影響新竹攻城獅隊媽媽球迷的形成因素。此外，本研究也將討論新竹攻城獅隊媽媽球迷是否具引領她人成為球迷的能力，以及是否於家庭運動消費上扮演重要的角色，以驗證該族群對於運動賽事的重要性。本研究則選用半結構式訪談和內容分析法作為研究方法。最終，本研究發現，新竹攻城獅隊媽媽球迷社會化過程深受個人特質、重要他人及社會化情境因素影響，且三者缺一不可。個人特質部份，包括經濟條件、居住地、閒暇時間和人格特質；重要他人，則以小孩、配偶與大眾媒體為主；社會化情境，則涵蓋家庭和社區。另外，新竹攻城獅隊媽媽球迷確實具有引領他人成為球迷的能力，引領的對象又以小孩、配偶與朋友為主。家庭運動消費層面上，新竹攻城獅隊媽媽球迷也扮演著關鍵的角色，主導關於購買周邊、參與相關活動等消費決策。Given the rise of domestic professional basketball leagues in Taiwan, it is crucial for professional teams to ensure long-term operation by attracting fans to attend games. Among them, the mom demographic emerges as a noteworthy emerging market segment in sports viewing. However, research on mom fans remains relatively scarce, and current research topics have not explored the motivations behind this group becoming fans.Therefore, this study aims to understand the formation factors of mom fans of the Hsinchu Lioneers, aiming to fill this research gap. This study utilizes the three key elements of socialization theory—personal attributes, significant others, and socialization situations—as a theoretical framework to explore the factors influencing the formation of mom fans of the Hsinchu Lioneers. Furthermore, the study will discuss whether mom fans of the Hsinchu Lioneers possess the ability to lead others to become fans, and whether they play an important role in household sports consumption thereby verifying the importance of this demographic in sports events. This study employs semi-structured interviews and content analysis as its research methods. The research findings indicate that the socialization process of mom fans of the Hsinchu Lioneers is deeply influenced by personal attributes, significant others, and socialization situations, with each element being indispensable. Personal attributes include economic conditions, place of residence, leisure time, and personality traits. Significant others primarily consist of children, spouses, and mass media. Socialization situations encompass both family and community contexts. Additionally, mom fans of the Hsinchu Lioneers indeed possess the ability to lead others to become fans, with children, spouses, and friends being the main targets of their influence. On the aspect of household sports consumption, mom fans of the Hsinchu Lioneers also play a crucial role, leading decisions on purchasing peripherals, participating in related activities, and other consumption decisions.