本研究主要探討運動迷之涉入程度、觀賽動機及球隊認同感，與出國觀賽意願間之關係。透過便利抽樣的方式，針對臺灣6支職棒球隊之球迷發放問卷，總計發放473份問卷，扣除填寫不完整與全部勾選同一分數之問卷後，無效問卷為66份，有效問卷共407份，有效回收率為86%，球迷人口屬性多為20-29歲間，個人月收入在9,999元以下之學生居多，在球迷特性方面，多為觀賞比賽超過7年，且認為自己是忠誠的球迷，但每年到現場觀賞比賽以不超過6次者為最多；在球隊分布方面，以兄弟象隊與La New熊隊之球迷佔最多。
迴歸分析結果顯示臺灣職棒球迷之涉入程度會正向影響球隊認同感；六個球迷觀賽動機會正向影響球隊認同感，分別為：成就感動機、逃離動機、知識動機、社會互動動機、家庭動機及體格動機；球隊認同感會正向影響臺灣職棒球迷到日本觀賞第三屆亞洲職棒大賽之意願。差異檢定之結果指出不同性別、不同年齡與不同教育程度之球迷，在觀賽動機、涉入程度及球隊認同感上具顯著差異；個人月收入不同之球迷，其觀賽動機及出國觀賽意願具有顯著之差異；觀賽頻率之不同、不同類型之球迷、與不同球隊之球迷，在涉入程度、觀賽動機、球隊認同感及出國觀賽意願上具顯著之差異。
The aim of this study was to investigate the relationship among the sports fans’ motivation, involvement, team identification, and their intensions to attend foreign games. The data were collected by a self-administered questionnaire. A convenience sample of 407 respondents was selected from the fans of the six professional baseball teams in Taiwan. The majority of the sport fans was male, and single. Nearly 80% of the sample were between 20 to 29 years old. Many respondents obtained university or college degrees. Over half of the respondents were students. The respondents’ frequen-cies of attending games were 0-3 times per year (35.6%). Most of the fans watched CPBL games for over 7 years (53.9%).
The results indicated that the baseball fans team identification was positively af-fected by their motivations and level of involvement. The fans’ team identification showed positive influence on their intentions to attend foreign games. The difference tests showed that respondents’ gender would affect their motivation, involvement, and team identification. Different fans’ age and education showed significant effect on their motivation, involvement, and team identification. Income showed significant effect on their motivation and intention to attend foreign games. Different type of fans, different fans’ attending frequencies, and fans who favoured different team all showed significant effect on their motivation, involvement, team identification, and intention to attend foreign games. The empirical data relevant to the baseball fans might provide useful information for practical purposes.
