棒球運動向來受國人關注，甚至被視為國球。近幾年臺灣中華職棒大聯盟賽事場均人數維持在5000~5500人次未見成長。2020年中職雖受到疫情影響延後開打，但在日本樂天集團的加入下，於4月率先全球開打，邁入充滿希望的第31年。本研究認為在新血樂天球團加入，以及全球爆發的疫情下率先開打的情況下，中華職棒已開始受到全球市場的關注。而是否有機會創造場均人數的高峰將是值得探討的課題。因此本研究將針對職棒有關進場觀看相關消費行為進行探討。
	球迷進場乃是一個球迷忠誠行為，而過去有許多賽事相關研究顯示團隊識別是影響球迷忠誠最重要的關鍵前因。也有研究顯示，團隊識別要影響球迷的忠誠行為，需要經由信賴或知覺價值等加以中介，才能進一步影響球迷忠誠行為。也有研究認為信賴乃是知覺價值重要前因。據此，本研究探討團隊識別是否會直接影響球迷忠誠，抑或是需要經由信賴與知覺價值加以中介，才會影響球迷忠誠。
	本研究使用SPSS22.0和LISREL8.71做為資料分析工具，透過結構方程模式分析得出以下結論：
一、在台灣棒球市場中，團隊識別會顯著影響球迷忠誠。
二、團隊識別在影響球迷忠誠中，信賴與知覺價值都扮演著重要的中介角色。

Baseball has always received high amounts of attention, and it is even regarded as a national sport in Taiwan. However, in the past few years the audience for each game, using statistics pulled from the Chinese Professional Baseball League (CPBL) has remained steady at 5000~5500 people without any increase. Due to the pandemic, CPBL was postponed inevitably, 2020 season still managed to start in April 2020 with the join of the Japan’s Rakuten Inc. Since CPBL is not only the first baseball league in the world to start off matches during the pandemic, but the very first time with teams run by other countries, this study believes that CPBL has started to attract attention from global market. Thus, no matter whether there is a chance to create a new peak in the number of audience, it is still a topic worth of inspection. Therefore, this study will focus on fan behaviors related to purchasing tickets of CPBL. Attendance at matches is a fan loyalty behavior, and many past studies claim team identification is the most important factor that leads to fan loyalty. Researches also indicate that team identification needs to be mediated by trust and perceived value before affecting fan loyalty behavior. Studies even implies that trust is an important antecedent of perceived value as well. This study aims to investigate whether team identification directly affects fan loyalty behavior, or it needs to be mediated by trust and perceived value before affecting fan loyalty. This study used SPSS 22.0 and LISREL 8.71 as data analysis tools, and has reached the following conclusions: 1. In Taiwan baseball market, team identification has significant impact on the fan loyalty. 2. Trust and perceived value plays important intermediary roles in the process of team identification impacting fan loyalty.

目錄
目錄	I
表目錄	II
圖目錄	III
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	3
第三節 研究目的	4
第二章 文獻回顧	6
第一節 中華職棒的演進歷程介紹	6
第二節 團隊識別	10
第三節 信賴	12
第四節 知覺價值	14
第五節 品牌忠誠與球迷忠誠	16
第三章 研究設計	20
第一節 研究架構	20
第二節 研究假說	21
第三節 研究變數之操作型定義與衡量	23
第四節 問卷設計	27
第五節 資料分析方法	28
第四章 資料分析與結果	32
第一節 整體有效樣本的敘述性統計分析	32
第二節 構面之信度分析	48
第三節 結構方程模式分析	49
第五章 研究結論與管理意涵	60
第一節 研究結論	60
第二節 管理意涵	61
第三節 研究限制與未來建議	63
參考文獻	64
附錄 研究問卷	71
 
表目錄
表2-1 團隊識別定義整理	11
表2-2 信賴定義整理	13
表2-3 知覺價值定義整理	15
表2-4 品牌忠誠定義整理	17
表2-5 球迷忠誠定義整理	19
表3-1 本研究假說彙整表	22
表3-2 團隊識別之操作性定義及衡量問項	23
表3-3 信賴之操作性定義及衡量問項	24
表3-4 知覺價值之操作性定義及衡量問項	25
表3-5 球迷忠誠之操作性定義及衡量問項	26
表3-6 問卷發放與回收狀況	27
表3-7 Cronbach α數值對照表	29
表3-8 LISREL參數符號說明	31
表4-1 整體有效樣本之性別分布情形	32
表4-2 整體有效樣本之年齡分布情形	33
表4-3 整體有效樣本之教育程度分布情形	34
表4-4 整體有效樣本之婚姻狀況分布情形	35
表4-5 整體有效樣本之職業分布情形	36
表4-6 整體有效樣本之平均月收入分布情形	37
表4-7 整體有效樣本之居住地區分布情形	38
表4-8 近五年最常收看的球隊	39
表4-9 近五年最支持的球隊	40
表4-10未來如果有機會進場看球，最可能支持的球隊	41
表4-11近五年是否曾買票進場觀看中華職棒	42
表4-12近五年進場觀看中職時間長短	43
表4-13近五年進場觀看中職頻率	44
表4-14平均消費金額分布情形	45
表4-15近五年曾進場觀看過中華職棒的球隊分布情形	46
表4-16不進場觀看中職主要理由	47
表4-17研究變項之信度分析彙整表	48
表4-18結構方程式之參數說明	51
表4-18結構方程式之參數說明(續)	52
表4-19整體配適度衡量結果	53
表4-20衡量模式之評估	55
表4-20整體之研究假說驗證結果	56
表4-21整體路徑效果分析	59
圖目錄
圖1-1 東北樂天金鷲隊近五年平均進場人數	2
圖1-2 中華職棒近五年平均進場人數	2
圖1-3 本研究之研究流程圖	5
圖3-1 本研究之研究架構	20
圖4-1 本研究整體模式之線性結構圖	50
圖4-2 本研究之路徑結構關係圖	58

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