本研究主要在探討現場欣賞中華職棒的運動觀賞者情緒與球隊的品牌個性在賽事滿意度上的關係。針對職棒現場觀眾為研究對象採進行問卷調查，回收有效問卷共311份。所得資料經描述性統計、獨立樣本t檢定分析，其研究結果發現，當中華職棒現場觀賞者在比賽過程中愉悅、覺醒與優越的情緒愈高漲時，則對整體和週邊環境有較佳的滿意度。
This research is to study the relationship between emotions and satisfactions of the sport spectators based on the live audiences of Chinese Professional Baseball League (CPBL) at the stadium. The baseball audiences as the research object, and then conducted a questionnaire survey. Information obtained through descriptive statistics, independent sample t-test analysis. Total of 311 valid questionnaires were collected. The result showed that the more emotions of pleasure, awakening and superiority of CPBL sport spectators can enhace the more their satisfactions.
