臺灣推動企業聯賽現況與發展之研究：以社會交換理論觀點

Abstract

隨著全球職業運動市場日益繁盛，臺灣現階段以推動企業聯賽作為運動職業化之催化劑，本研究以現有之企業聯賽為研究範圍，目的為瞭解參與企業聯賽利害關係人（政府部門、單項協會、贊助企業、運動員及觀眾）對於企業聯賽現況與發展之看法，並以社會交換理論為基礎，分析其持有的信念及進行交換的因素。研究方法以文件分析法為主，蒐集國內有關企業聯賽推動現況與發展資料，由政府機關記載文件及社群媒體資訊等加以梳理與歸納，並以半結構式訪談法為輔，依據本研究目的及問題編制訪談大綱，針對參與企業聯賽利害關係人之間交換行為進行探討。期望透過交換理論的視角，深化對不同利害關係人參與企業聯賽行為模式的理解，研究結果如下：(一)企業聯賽現以政府定期挹注經費為主要驅動力量，然而就競技人才培育效益有限，大眾關注程度亦相對低。(二)參與企業聯賽利害關係人確實有其不同程度的成本考量，願意置身其中係因自身獲得認同及成就感而進行互惠交換。(三)對於企業聯賽未來的發展，關係人均擁有共同願景，期盼企業聯賽轉化為商業性的職業運動。基於上述結果，建議政策方向應強化保障利害關係人之權益，且應使企業聯賽發展之利益分配符合互惠原則，並優化發展策略以觸及潛在職業運動消費人口，如此一來企業聯賽才能真正走向市場，點燃臺灣運動職業化的前哨戰。As the global professional sports market grows, Taiwan is now promoting enterprise sports leagues as a catalyst for the professionalization of sports. This study was conducted on the existing enterprise sports leagues to understand the views of the stakeholders (government departments, national sports associations, sponsors, athletes and spectators) on the current situation and development, and analyze the beliefs held and the factors that led to the exchange based on social exchange theory. The research method is mainly document analysis, which collects information based on the government agencies' documents and social media. A semi-structured interview method was used as a supplement to the interview outline based on the objectives and questions of this study, which focused on the exchange of interests among the stakeholders in the enterprise sports leagues. Expect to deepen the understanding of the behavioral patterns of different stakeholders involved in enterprise sports leagues through the lens of exchange theory. The result of the study are as follows: (1)Enterprise sports leagues are mainly driven by regular funding from the government, but the effectiveness of cultivating talents athletics is limited, and public attention is relatively low. (2)Stakeholders in enterprise sports leagues do have different levels of cost considerations, and are willing to participate in reciprocal exchanges for their own recognition and sense of achievement. (3)All parties involved share a common vision for the future development of enterprise sports leagues and hope that enterprise sports leagues will be transformed into commercial professional sports. Based on the above findings, it is recommended that policy initiatives should strengthen the protection of the rights and interests of relevant stakeholders, make the distribution of benefits from the development of enterprise sports leagues consistent with the principle of reciprocity, and optimize the development strategy to reach the potential professional sports consumer population.