在足球金錢化和來自球迷、媒體、同儕和教練對足球員源源不絕的壓力情況下，在球隊內保持高昂的士氣對足球俱樂部來說是至關重要的。畢竟，較高的動機可以導致更好的績效，進而提升俱樂部收入和增加球員職業晉升的機會。當球員的動機對雙方都產生關鍵性的影響時，研究球員和俱樂部在僱傭角色上的關係，對於了解導致較高的動機和較佳表現因素具有重要性。更甚一層，基於球隊的規模，大多數的球員不具備可競爭性。本文主旨在確定球員本身的動機以及俱樂部採取什麼措施來保持隊內平衡和積極的氣氛，也包含對於自身角色不確定及在場上表現不佳的球員。通過訪問奧地利聯賽的球員與代表，本文揭示了職業足球的一些做法以及球員的價值觀，期望，規範和心態，發現利益衝突、球員及教練之間缺乏溝通、團隊建立活動、教練的角色、非金錢性的利益和社會融合都是具有討論性的議題。

In times of monetization of football and constant pressure on players from fans, media, peers and coaches, maintaining a high morale within squads is essential for professional football clubs. After all, higher motivation leads to higher performance, which consequently leads to higher revenues for clubs and career advancement for players. As players’ motivation is essential for both sides, looking at measures taken by players and clubs in the role of employees and employers, is important to learn what may lead to higher motivation and better performance. Furthermore, given squad sizes, a large number of players hardly features in competitive action on a regular basis due to the rules of the game. This paper aims to identify what players themselves do to be motivated and what measures clubs undertake to keep a balanced and positive atmosphere among the squad, including those who struggle with their role and playing time. Through interviews with players and club representatives in the Austrian Bundesliga, this paper uncovered some practices in professional football as well as values, expectations, norms and mentalities of players. Conflicts of interest, lack of communication between players and coaches, team-building exercises, the roles of coaches, non-monetary benefits and social integration were among the most discussed topics.

Thesis Validation Letter i
Abstract (Chinese) ii
Abstract (English) iii
1. Introduction 1
2. Literature Review 8
2.1. Football 8
2.1.1. Football in Austria 8
2.1.2. Licensing in Austria 9
2.1.3. Recent Bundesliga Reform 10
2.1.4. Player Development 10
2.1.5. Football as Business 10
2.1.6. Football as Business in Austria 11
2.2. Motivation 12
2.2.1. Jung’s 3 Categories 13
2.2.2. Non-motivation 14
2.2.3. Fringe Benefits and Motivation 14
2.2.4. Fringe Benefits in Sports 15
2.3. Self-Initiatives 16
2.4. External Influences 18
2.5. Group Dynamics 20
2.5.1. Team Cohesion 20
2.5.2. Group Properties 22
2.5.3. Leadership in Football 23
3. Methodology 25
3.1. Sample, Method & Demographics 25
3.2. Austria as Data Pool 38
3.3. Cultural and Performance-related Similarities 28
4. Data Analysis 31
4.1. Squads and Regular Players 31
4.2. Core Statements 32
4.3. Analysis of Core Statements 41
5. Discussion and Conclusion 45
6. References 49
7. Appendix 57

Amir, E., & Livne, G. (2005). Accounting, valuation and duration of football player contracts. Journal of Business Finance & Accounting, 32(3‐4), 549-586.

Bandura, A. (1982). Self-efficacy mechanism in human agency. American psychologist, 37(2), 122.

Berger, J.; Fisek, M.H.; Norman, R.Z., & Zelditch, M. (1977). Status characteristics and social interaction: An expectation-states approach. Greenwood Pub Group.

Boyle, R., & Haynes, R. (2004). Football in the new media age. Routledge.

Buschmann, R.; Dahlkamp, J.; Heffner, S.; Henrichs, C.; Meyhoff, A.; Naber, N.; Schmitt, J.; Weinzierl, A. & Wulzinger, M. (2016). Football Leaks: Die geheimen Verträge der Profis. Retrieved from http://www.spiegel.de/spiegel/football-leaks-die-geheimen-vertraege-der-profikicker-a-1124807.html

Carron, A. V., & Brawley, L. R. (2000). Cohesion: Conceptual and measurement issues. Small Group Research, 31, 89-106.

Chelladurai, P. (1978). A contingency model of leadership in athletics. Unpublished doctoral dissertation, Department of Management Sciences, University of Waterloo, Canada.

Christie, A. M., & Barling, J. (2010). Beyond status: relating status inequality to performance and health in teams. Journal of Applied Psychology, 95(5), 920-934.

CIPD (2017). PESTLE analysis. Retrieved from https://www.cipd.co.uk/knowledge/strategy/organisational-development/pestle-analysis-factsheet

Clarey, C. (2014). Olympians use Imagery as Mental Training. New York Times. Retrieved from https://www.nytimes.com/2014/02/23/sports/olympics/olympians-use-imagery-as-mental-training.html

Cole, M. S., Walter, F., & Bruch, H. (2008). Affective mechanisms linking dysfunctional behavior to performance in work teams: A moderated mediation study. Journal of Applied Psychology, 93(5), 945-958.

Deci, E. L. (1971). Effects of externally mediated rewards on intrinsic motivation. Journal of personality and Social Psychology, 18(1), 105.

Dejonghe, T. (2008). The importance of market size in the consumer service professional football: the Belgian case. North-American association of sports economists.

Dennehy, E. (2017). Hofstede and Football Statistics. Institute of Technology. Carlow: Conference paper. 20th Annual Irish Academy of Management Conference 2017

DerStandard.at (2018). Liga-TV-Vertrag: Für ORF bleiben Highlights der Runde. Retrieved from
https://derstandard.at/2000081225116/Liga-TV-Vertrag-Fuer-ORF-bleiben-Highlights-der-Runde

DGFP (2011). Zwischen Anspruch und Wirklichkeit: Generation Y finden, fördern und binden. Deutsche Gesellschaft für Personalführung. Düsseldorf.

Doran, G. T. (1981). There’s a SMART way to write management’s goals and objectives. Management review, 70(11), 35-36.

Elias, N., & Dunning, E. (1966). Dynamics of group sports with special reference to football. The British Journal of Sociology, 17(4), 388-402.

European Leagues (2018). European Leagues. Retrieved from https://europeanleagues.com/

Ferreira, S. (2011). South African tourism road to economic recovery: 2010 FIFA Soccer World Cup as vehicle. Tourism Review International, 15(1-2), 91-106.

Fessel, K. & Grell, M. (2017). SponsorFOCUS Jahresbilanz 2016. Focus (2) 2017.

Fransen, K., Decroos, S., Vanbeselaere, N., Vande Broek, G., De Cuyper, B., Vanroy, J., & Boen, F. (2015). Is team confidence the key to success? The reciprocal relation between collective efficacy, team outcome confidence, and perceptions of team performance during soccer games. Journal of Sports Sciences, 33(3), 219-231.

Forsyth, D. R. (2009). Group dynamics. 5th. Belmont, CA: Wadsworth.

Gelade, G. A. (2015). National culture and home advantage in football. Cross-Cultural Research, 49(3), 281-296.

Given, L. M. (Ed.). (2008). The Sage encyclopedia of qualitative research methods. Sage Publications.

Gioldasis, A., Stavrou, N., Mitrotasios, M., & Psychountaki, M. (2016). Cohesion and performance in soccer: A causal model. Sport Science Review, 25(1-2), 97-112.

Gordon, J. P. (2015). Football Has Its Own Version Of WikiLeaks Now. Paste Magazine. Retrieved from https://www.pastemagazine.com/articles/2015/12/football-has-its-own-version-of-wikileaks-now.html

Gould, D., & Weiss, M. (1981). The effects of model similarity and model talk on self-efficacy and muscular endurance. Journal of Sport Psychology, 3(1), 17-29.

Grätz, F. (2013). Handbuch der betrieblichen Zusatz- und Sozialleistungen. Springer-Verlag.

Hall, D. T., Schneider, B., & Nygren, H. T. (1970). Personal factors in organizational identification. Administrative science quarterly, 176-190.

Hall, S., Szymanski, S., & Zimbalist, A. S. (2002). Testing causality between team performance and payroll: the cases of Major League Baseball and English soccer. Journal of Sports Economics, 3(2), 149-168.

Hardy, J., Eys, M. A., & Carron, A. V. (2005). Exploring the potential disadvantages of high cohesion in sports teams. Small group research, 36(2), 166-187.

Heubeck, T., & Scheuer, J. (2003). Incentive Contracts in Team Sports-Theory and Practice. German Working Papers in Law and Economics, 2002(1), 17.

Henzler, H. A. (Ed.). (2013). Handbuch Strategische Führung. Springer-Verlag.

Herm, S., Callsen-Bracker, H. M., & Kreis, H. (2014). When the crowd evaluates soccer players’ market values: Accuracy and evaluation attributes of an online community. Sport Management Review, 17(4), 484-492.

Hoegele, D., Schmidt, S. L., & Torgler, B. (2014). Superstars as drivers of organizational identification: Empirical findings from professional soccer. Psychology & Marketing, 31(9), 736-757.

Hofstede, G. (2009). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, Unit 2. Retrieved from http://scholarworks.gvsu.edu/orpc/vol2/iss1/8

Hofstede, G. (2018). Compare Countries – Hofstede Insights. Retrieved from https://www.hofstede-insights.com/product/compare-countries/

Hofstede, G. (2018) National Culture – Hofstede Insights. Retrieved from https://www.hofstede-insights.com/models/national-culture/

Holland, J. L. (1997). Making vocational choices: A theory of vocational personalities and work environments. Psychological Assessment Resources.

IFAB (2018). Law 3 – The Players. Retrieved from http://www.theifab.com/laws/the-players-2018/chapters/number-of-players-2018

Jonker, L., Elferink-Gemser, M. T., de Roos, I. M., & Visscher, C. (2012). The role of reflection in sport expertise. The Sport Psychologist, 26(2), 224-242.

Jung, H. (2011). Personalwirtschaft. Walter de Gruyter.

Karen, D., & Washington, R. E. (Eds.). (2015). Sociological perspectives on sport: The games outside the games. Routledge.

Kelly, S. (2008). Understanding the role of the football manager in Britain and Ireland: A Weberian approach. European Sport Management Quarterly, 8(4), 399-419.

Kutschera, A. (2014). Fußball in Österreich 1894/95. Austria Soccer. Retrieved from http://www.austriasoccer.at/data/nat/1890_99/189495.html

Kiesler, C. A., & Kiesler, S. B. (1969). Conformity. Addison Wesley Publishing Company.

Lehmann, E. E., & Schulze, G. G. (2007). What does it take to be a star? The role of performance and the media for German soccer players (No. 1). Discussion paper series//University of Freiburg, Department of International Economic Policy.

Levine, J.M.; & Moreland, R.L. (1990). Progress in Small Group Research. In: Spence, J.T.; Daley, J.M. & Foss, D.J. (eds.). Annual Review of Psychology, vol. 41, 585–634.

Linton, I. (2018). What Is a Stakeholder in Sports? Chron.com. Retrieved from http://smallbusiness.chron.com/stakeholder-sports-54584.html

Locke, E., & Latham, G. (1994). Goal-setting theory. Organizational Behavior 1: Essential Theories of Motivation and Leadership, 159-183.

Laufer, J. (2006). Mitarbeitermotivation: Eine kritische Beurteilung betrieblicher Anreizsysteme. diplom.de.

Lockwood, N.R.; Cepero, F.R. & Williams, S (2009). The Multigenerational Workforce. Alexandria, VA: Society for Human Resource Management.

Meyer, J. P., Stanley, D. J., Herscovitch, L., & Topolnytsky, L. (2002). Affective, continuance, and normative commitment to the organization: A meta-analysis of antecedents, correlates, and consequences. Journal of vocational behavior, 61(1), 20-52.

Mintzberg, H. (1979). The structuring of organizations: A synthesis of the research. Englewood Cliffs, N.J: Prentice-Hall.

Müller-Schoppen, E., & Kesper, B. (2011). Management-Wissen - kompakt. BoD–Books on Demand.

Mustafa, S. & David, F. (2014). Psychological resilience in sport performance. A review of stressors and protective factors. Journal of sport sciences. 32.15.

Nash, R. (2000). Contestation in modern English professional football: the Independent Supporters Association movement. International Review for the Sociology of Sport, 35(4), 465-486.

ÖFB (2016). Spielbetriebsrichtlinien für die Bewerbe der Österreichischen Fußball-Bundesliga. Retrieved from http://www.bundesliga.at/?proxy=redaktion/OEFBL/Bestimmungen/BL-Spielbetriebsrichtlinien_ab-01072016.pdf

Österreichische Fußball-Bundesliga (2018). Lizensierung. Retrieved from https://www.oefbl.at/oefbl/bestimmungen/lizenzierung/

Österreichische Fußball Bundesliga (2018). Allgemein. Retrieved from https://www.oefbl.at/oefbl/wiki/reform-2018-19/faq/allgemein/

OPEN University (2018). Football: A business like no other. Retrieved from http://www.open.edu/openlearn/ocw/mod/oucontent/view.php?id=19062&printable=1

Pedersen, D. M. (2002). Intrinsic-extrinsic factors in sport motivation. Perceptual and motor skills, 95(2), 459-476.

Pelletier, L. G., Tuson, K. M., Fortier, M. S., Vallerand, R. J., Briere, N. M., & Blais, M. R. (1995). Toward a new measure of intrinsic motivation, extrinsic motivation, and amotivation in sports: The Sport Motivation Scale (SMS). Journal of sport and Exercise Psychology, 17(1), 35-53.

Pichler, M. (2010). Von wegen 11 Freunde! In: wirtschaft + weiterbildung 02_10. Freiburg: Haufe.

Raisch, S., Probst, G., & Gomez, P. (2007). Wege zum Wachstum. Wie sie nachhaltigen Unternehmenserfolg erzielen. Wiesbaden: Gabler.

Randhawa, G. (2007): Human Resource Management. New Delhi: Atlantic Publishers & Distributors.

Richelieu, A. (2008). The internationalisation of a sports team brand: The case of European soccer teams. International Journal of Sports Marketing and Sponsorship, 10(1), 23-38.

Roberts, G.C. (1995). Motivation in sport and exercise: conceptual restraints and convergence. In: G. C. Roberts (Ed.), Motivation in sport and exercise: Human Kinetics, 3-29.
Roderick, M. (2006). A very precarious profession: Uncertainty in the working lives of professional footballers. Work, Employment & Society, 20(2), 245-265.

Rotella, B. (2015). How Champions Think: In Sports and in Life. Simon and Schuster.

Ryan, R. M., & Deci, E. L. (2000). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary educational psychology, 25(1), 54-67.

Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American psychologist, 55(1), 68.

Sarkar, M., & Fletcher, D. (2014). Psychological resilience in sport performers: a review of stressors and protective factors. Journal of sports sciences, 32(15), 1419-1434.

Sheikh, A. A., & Korn, E. R. (Eds.). (1994). Imagery in sports and physical performance. Baywood Publishing Company, Inc.

Šikýř, M. (2011). Determinants of employee performance: how to achieve sustained competitive advantage. Loster, T. Pavelka, T. (Eds.). International Days of Statistics and Economics, 606-614.

SK Rapid Wien (2018). Leitbild. Retrieved from https://www.skrapid.at/de/startseite/verein/der-sk-rapid/leitbild/

Smoll, F. L., & Smith, R. E. (1989). Leadership behaviors in sport: A theoretical model and research paradigm. Journal of applied social psychology, 19(18), 1522-1551.

Starbuck, W. H. (2006). Organizational realities: studies of strategizing and organizing. Oxford University Press on Demand.

Statista (2015). Beliebteste Sportarten 2015. Retrieved from https://de.statista.com/statistik/daten/studie/547103/umfrage/umfrage-in-oesterreich-zu-den-beliebtesten-sportarten/

Szymanski, S. (2010). The market for soccer players in England after Bosman: winners and losers. In Football Economics and Policy (pp. 27-51). Palgrave Macmillan, London.

Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.

Torgler, B., & Schmidt, S. L. (2007). What shapes player performance in soccer? Empirical findings from a panel analysis. Applied Economics, 39(18), 2355-2369.

Transfermarkt (2018). Various pages. Retrieved from https://www.transfermarkt.de/

Turman, P. D. (2003). Coaches and cohesion: The impact of coaching techniques on team cohesion in the small group sport setting. Journal of Sport Behavior, 26(1), 86.

Turner, A. (2017). How does intrinsic and extrinsic motivation drive performance culture in organizations? Cogent Education, 4(1).

Tziner, A., Nicola, N., & Rizac, A. (2003). Relation between social cohesion and team performance in soccer teams. Perceptual and motor skills, 96(1), 145-148.

UEFA (2018). Member Associations – UEFA rankings – Country coefficients. Retrieved from https://www.uefa.com/memberassociations/uefarankings/country/index.html

Velema, T. A. (2018). Upward and downward job mobility and player market values in contemporary European professional football. Sport Management Review.

Wagner, D. (2015). Praxishandbuch Personalmanagement (Vol. 4344). Haufe-Lexware.

Wahl, G. (2010). The Beckham experiment: how the world's most famous athlete tried to conquer America. Three Rivers Press (CA).

Wien Geschichte Wiki (2018). Fußball. Retrieved from https://www.wien.gv.at/wiki/index.php?title=Fu%C3%9Fball

Yemm, G. (2012). FT essential guide to leading your team: How to set goals, measure performance and reward talent. Pearson UK.

Zaccaro, S. J., Rittman, A. L., & Marks, M. A. (2001). Team leadership. The leadership quarterly, 12(4), 451-483.

Zimmerman, B. J. (2002). Becoming a self-regulated learner: An overview. Theory into practice, 41(2), 64-70.