| Summary: | 碩士 === 輔仁大學 === 體育學系碩士班 === 92 === Abstract
The purpose of this study was aimed to exam the relationship of the social psychological involvement, commitment, behavior involvement, and behavior intention of professional baseball fans (PBF) towards spectators’ participation attitude and behavior. Using this study can support Professional Baseball League (PBL) for future marketing strategy in promotion activity. This questionnaire was adopted from fans in Taichung, including Sinon Bulls and Brother Elephant, random sampling method was adopted, and 1043 effective questionnaires were collected. After statistics analysis, the results are as follows:
a.There are partial significant difference of demographic on the social psychological involvement, commitment, behavior involvement, and behavior intension of PBF.
b.There are significant difference of spectators’ participation and behavior on the social psychological involvement, commitment, behavior involvement, and behavior intension of PBF.
c.There are significant relationship among the social psychological involvement, commitment, behavior involvement, and behavior intension of the professional baseball fans.
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