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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/124589
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/124589


    Title: Self-categorization process in sport: An examination of the ";Linsanity";phenomenon in Taiwan
    Authors: 陳冠儒
    Chen, Kuan-Ju
    Phua, Joe
    Contributors: 企管系
    Keywords: Taiwanese identification;Player identification;Team identification;NBA involvement
    Date: 2016-08
    Issue Date: 2019-08-03
    Abstract: The “Linsanity” phenomenon attracted an increase in attention toward the National Basketball Association (NBA) for a short period of time. Drawing on self-categorization theory to elucidate current literature on team identification, this research proposed a conceptual model delineating the social psychological process for international consumers during the phenomenon. Using an online survey with a convenience sample in Taiwan, structural equation modeling, including confirmatory factor analysis (CFA) and path analysis, validated the conceptual model and confirmed the relationships between constructs in the model. Results indicated that Taiwanese identification positively influenced player identification, while player identification mediated the relationship between Taiwanese identification and team identification. Consequently, team identification positively influenced NBA involvement. The research findings together contribute to explicating the mechanism behind consumers’ self-categorization process during the “Linsanity” phenomenon while offering implications for international sport marketing. The research concludes with suggestions for future research.
    Relation: Sport Management Review, Vol.19, pp.431-440
    Data Type: 期刊論文
    DOI 連結: https://doi.org/10.1016/j.smr.2016.01.001
    DOI: 10.1016/j.smr.2016.01.001
    Appears in Collections:[企業管理學系] 期刊論文

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