本研究旨在探討棒球球迷認知的球隊品牌形象、球迷忠誠度與消費意圖之間的關係，以及不同觀賞方式對其所產生之影響。本研究採用問卷調查法，以中華職棒球迷為調查對象，分別發放網路問卷與實體問卷，共回收有效樣本631份。本研究結果發現：職棒球隊的品牌形象對球迷忠誠度，會產生正向影響。同時，球隊品牌形象對球迷的消費意圖亦有正向影響，其中，品牌形象中的球迷認同因素對球迷購買賽事相關產品意圖最具解釋力，球場因素對球迷購買球隊母企業商品的意圖產生最大影響。另外，球迷忠誠度對球迷的消費意圖具有正向影響。至於採取不同觀賞方式的球迷在消費意圖上也有所差別，較常進場觀賞比賽的球迷之消費意圖，比較常收看電視及網路轉播的球迷為高。根據本研究結果，建議球隊經營者應加強提升球迷對球隊的認同感，同時注重發展吸引球迷進場之策略，如此不但可提升球迷之忠誠度，亦可為棒球球隊帶來實質收益。 The purpose of this study is trying to examining the complex relationships among professional baseball team’s brand image, loyalty of fans, and their souvenir purchase intention. The Influences of different ways of watching the baseball games are also investigated. The survey questionnaires were distributed to 631 CPBL (Chinese Professional Baseball League) fans. The results reveal that professional sports team’s brand image affected the loyalty of fans positively. Professional sports team’s brand image had also positive effects on fans’ souvenir purchase intention. Fans’ identification with a team is the most important factor to influence the purchasing intention for accessory souvenir products of a specific team. In addition, the finding shows that live competition atmosphere in the stadium also had the strongest influence on fans’ purchasing intention for the products of sports team’s parent company. The souvenir purchasing intention of the fans who watch the games on-the-scene was higher than of those who watch the games on TV or internet. The results offer suggestions to managers of the professional baseball teams to design a better strategy to enhance the fans’ identification and build up loyalty, which is beneficial to the professional sports teams’ profits and future developments.
