Organizations in sport and affiliated industries are gamifying their products by embedding affordances that make games attractive. While the sport industry enjoys the benefits of gamification, the literature on gamified sport products is scattered and ambiguous. Three studies were conducted to address these concerns. First, a systematic review of existing literature on gamified sport products was conducted to offer an understanding of the current state of research. Second, practitioners within organizations that manage gamified sport products were interviewed to understand the organizational practices employed to enhance consumer engagement. Third, a survey-based experiment was conducted to investigate consumers’ motivation to engage in gamified sport products that utilize AI based matchmaking. Results illuminate the growing trend in research of gamified sport products that predominantly investigates the consumer’s perspective and gamified fitness products. Furthermore, the factors that explain the ambiguity in consumer behavior toward different gamified sport products are highlighted. A model is developed that includes the different practices that are informed by the organization’s sensemaking processes and their influence on consumer’s cognition, resulting in consumer acquisition and retention. Lastly, results suggest that the application of AI based matchmaking in challenges leads to consumer’s motivation to engage with the gamified product because of the gameful experience derived. This relationship becomes more prominent as the consumer’s desire for competition increases. Collectively, the studies pave the way for future research in gamified sport products and guide practitioners in developing gamified sport products that enhance consumer engagement. / Tourism and Sport

Understanding consumer behavior is one of the pivotal elements for success in any business. Among the various concepts in consumer behavior, the consumer decision-making process has gained much attention from both academics and practitioners. In Taiwan, scholars and practitioners have paid significant attention to external factors that influence consumer decision-making in various industries. However, few such studies have focused on external factors regarding purchases of products and services in the Taiwanese sport industry. The purpose of this study was to investigate the external factors that influence Taiwanese college students' shoe purchase intention. Data were collected to examine do external factors differed between genders and grade levels. Six external factors were identified from the literature review. The external factors were brand, price, style, durability, comfort, and athletic ndorsement/ promotion. This study utilized a 5-point Likert scale survey to examine the external factors influence Taiwanese college students' shoe purchase intention. A total of 416 Taiwanese college students from Southern Taiwan University were surveyed. Descriptive analysis, multiple regressions analysis, and one-way ANOVA were employed in this study. First of all, descriptive statistic analysis is used to categorize the participants based on their gender, age, grade, favorite athletic shoe brand, and how often did they purchase athletic shoes. Second, multiple regression analysis was used to predict which external factors had the most influence in Taiwanese college students' athletic shoe purchase intention. The results of multiple regression analysis demonstrated that comfort and style were the most influential factors in Taiwanese college students. Third, one-way ANOVA were used to measure the difference between gender and grade level for Taiwanese college students shoe purchase.

Corporate social marketing (CSM) refers to "a means whereby a corporation supports the development and/or implementation of a behavior change campaign intended to improve public health, safety, the environment, or community well-being" (Kotler & Lee, 2005a, p.114). The examination of CSM by professional sport organizations (PSOs) is significant since these organizations have the potential to serve as a particularly meaningful vehicle for promoting socially beneficial ideas and behavior (Chalip, 2006; Kaufman & Wolff, 2010; Loakimidis, 2007; Smith & Westerbeek, 2007). Despite this, little investigation has been undertaken in this research area (Irwin, Irwin, Miller, Somes, & Richey, 2010; Sparvero, 2010). Furthermore, no comprehensive framework exists that explains the process of how CSM influences consumer voluntary behavior in general business disciplines (Du, Sen, & Bhattacharya, 2008). The purpose of this study was to address this gap and investigate the role of corporate credibility in understanding the process of how PSOs influence consumer voluntary behavior through their CSM initiatives. The current research focused on corporate credibility based on previous research findings indicating that the credibility of a message source greatly influences the persuasiveness of its communication (e.g., Hovland, Janis, & Kelley, 1953; Pornpitakpan, 2004). This study developed a theoretical model positing that consumers would formulate their perceptions regarding the credibility of a PSO on supporting environmental protection ("environmental credibility") based on: (1) characteristics of the organization, (2) characteristics of the CSM initiative, and (3) characteristics of the cause. Environmental credibility, in turn, was expected to influence consumer pro-environmental behavior measured by daily recycling involvement and recycling intentions during the PSO's home games. The model further proposed that value congruence would have mediating and moderating effects on the relationship between environmental credibility and pro-environmental behavior. To test this theoretical model, the study collected data from fans of two PSOs that currently operate environmental initiatives. Structural equation modeling (SEM) analysis was employed to analyze the data (n = 368) obtained through web-based questionnaires. The SEM results indicated that the following four of the eight hypothesized antecedents of environmental credibility had significant positive effects: general credibility, perceived effort, perceived impact, and cause importance. Furthermore, environmental credibility was found to positively influence the two recycling behaviors as expected. Contrary to the theoretical propositions, however, the results did not find support for the positive mediating and moderating effect of value congruence. Overall, the findings of this study contribute to the literature by highlighting the role of corporate credibility when PSOs engage in CSM initiatives. Moreover, this research, as well as future endeavors, helps PSOs become an effective vehicle for promoting socially beneficial behavior, which ideally can lead to positive social change. / Tourism and Sport

Brand value co-creation is an essential theme in Marketing research. The research aims to investigate the degree to which brand relationship quality on social media influences Generation Z’s motivation to co-create by applying the Stimulus-Organism-Response framework. The study was based on many theories of brand relationship quality, consumer engagement, brand satisfaction, brand loyalty, and brand value co-creation. In this study, survey method was utilized to collect 316 insights from Vietnamese League of Legends communities. Gathered data was further embedded into Structural Equation Modelling to analyze causal relationships between variables. The findings show that consumer engagement in online e-sport communities, which is positively impacted by brand relationship quality, has a major influence on brand satisfaction and brand loyalty. Brand satisfaction acts as a mediator between consumer engagement and brand loyalty. Consequently, brand loyalty positively influences brand value co-creation. E-sport organizations can use these findings to actively implement strategies that involve the e-sport communities in co-creating brand value.

Развлечения (музыка и спорт) являются ключевой культурной категорией. Однако определение развлечения может различаться в зависимости от концепции и подхода. Используется на тех, кто спрашивает. В этом отчете представлено понимание развлечений в трех ключевых областях. Развлечение характеризуется коммерческой бизнес-моделью в индустриальном дискурсе. В оценочных дискурсах, используемых потребителями и критиками, это понимается через эстетическую систему, которая отдает предпочтение эмоциональной вовлеченности, сюжету, скорости. Несмотря на то, что развлечения являются одной из центральных категорий, используемых производителями и потребителями культуры, они не были ключевым организующим понятием в научных кругах гуманитарных наук. Это имело важное значение в психологии, где развлечение определяется как все, что человек находит развлечением в солипсической манере. Синтезируя эти подходы, авторы предлагают межотраслевое определение развлечения как «коммерческая культура, ориентированная на аудиторию». / Entertainment (music and sport) is a key cultural category. Yet the definition of entertainment can differ depending on the concept and approach used upon whom one asks. This report maps out understandings of entertainment in three key areas. Entertainment is characterized by a commercial business model in industrial discourse. Within evaluative discourses used by consumers and critics, it is understood through an aesthetic system that privileges emotional engagement, story, speed. Despite being one of the central categories used by producers and consumers of culture, entertainment has not been a key organizing concept within academia in the humanities. It has been significant in psychology, where entertainment is defined as anything that an individual finds entertaining in a solipsistic manner. Synthesizing these approaches, the authors propose a cross-sectoral definition of entertainment as an ‘audience-centered commercial culture’.

本論文旨在探討台灣運動節目性別偏差之成因，從運動產業複合體運作過程的角度切入，了解運動產業中資本流動對於節目性別偏差的影響為何。本論文主要有兩個研究問題：（一）了解台灣的運動產業複合體的運作情況；（二）台灣的運動產業複合體架構對運動節目性別偏差之影響。本論文所採用的研究方法為深度訪談法，來了解運動產業複合體三者（運動組織－媒體組織－企業組織）之間的互動關係，針對性別偏差的部分則是以文本分析為主、深度訪談為輔。 　本論文以SBL及WSBL為研究案例。研究結果發現，台灣運動產業複合體的運作邏輯，大致符合西方文獻中所述的運動與資本的關係，三者間的資金流動造成其相互依賴；而性別偏差的部分，從量與質兩大面向的分析結果，發現台灣運動轉播節目確實有性別偏差的現象，且造成此一現象的原因，是因為運動產業三者間存有「群眾≒利潤」的思考邏輯，使得運動組織、媒體組織、企業組織皆以男籃為主、忽視女籃，而形成了節目偏異的結果。 / This paper purposes to discuss the reasons of the gender disproportion of the sports programs in Taiwan. The main direction of this paper is the sport/industry complex, and this paper tried to understand how the capital circulating in the complex effects the gender disproportion of sports programs. The two main questions include: (1) How the Taiwan sport/industry complex works? (2) How the framework of Taiwan sport/industry complex influences the gender disproportion of sports programs? I used the method of in-depth interviewing to find out the relationship within the three parts of sport/industry complex (sport organizations-media organizations-enterprise organizations). Text analysis is the major method to analyze the gender deviation, and the secondary method is in-depth interviewing. 　The study cases are SBL and WSBL in this paper. The result reveals that the logic of working sport/industry complex approximately conforms with the relationship of sport and capital described in the west literature. From two directions of quality and quantity, the observing results show that there is gender disproportion in Taiwan sport programs. More important, the logic “audience≒profit” within the three kinds of organizations is the reason of gender deviation. It also makes the sport, media, enterprise organizations put their resources on the male basketball games and ignore the female basketball games. Therefore, the gender disproportion in the Taiwan sport programs forms.

在全球化時代下，運動員遷移成為運動全球化下常見的行為之一。然而，近年來，許多職業運動員不僅只於工作場所上的遷移，而基於各種不同的動機和原因，選擇轉換國籍，拋棄原有的國家，成為歸化球員，許多國家也為了強化國家隊而主動去招募歸化球員。台灣分別在2011年和2013年分別招募了足球員陳昌源和籃球員戴維斯，不論是從戰績還是產業面來看，都被認為是相當成功的招募，本研究以三種研究方法來理解歸化球員在不同面向上帶來的效應。本研究發現，雖然不是唯一的因素，但只要能幫助球隊提升戰績以及有好的表現，歸化球員通常會帶來不錯的產業和技術效應；而在國族論述上，本研究發現，歸化球員在媒體再現上會歷經一段歷程，從原本的洋將，到認同測驗，再到愛國心表露，當被確認愛國心和有優異的表現，歸化球員就會成為媒體在國際情勢或是宣揚台灣美好的新角度。 / The globalization of sports has resulted in increasing labor migration across countries and continents. Recent years, many athletes choose to be naturalized base on different reasons, and many countries also recruite naturalized athletes to enhance the performance of national team. In 2011 and 2013，Taiwan recuited football athlete Xavier Chen and basketball athlete Quincy Spencer Davis III, and they bringed not only good result from international competition but positive influence on economic level. This research found out that if naturalized athletes can help national team become better and also have good personal performance, they can bring positive economic and skill influence. And this research found out the media representation on naturalized athletes has a unique context, from the beginning, media represent the naturalized athletes as foreign players, then after positive result from team and personal performance, media will giva a loyalty and familiarity trials and use their patriotic speech to strengthen the nationalism.