| Summary: | 碩士 === 國立臺灣體育學院 === 休閒運動管理研究所 === 96 === The purposes of this study were to examine the professional baseball fans among characteristics, differences, and relationships of spectator's motivation, emotional attachment and loyalty in Taichung arena. The results can serve as baseball team owner in planning and marketing for the baseball fans, and as a referable data for other related research. Through random convenient sampling, 525 subjects were selected to fill out the questionnaire designed for studying this topic. Out of the 525 questionnaires distributed, 512 valid copies were collected, reaching to the rate of 98.46%. After processing the data with descriptive statistics, item analysis, reliability test, one-way MANOVA, scheffe test, path analysis, and canonical correlation, and got the following generalization:
1.Participants with different background showed significant differences in their spectator's motivation, emotional attachment and loyalty.
2.It exists correlations between spectator's motivation and emotional attachment.
3.The most important factor of fan enters baseball staduim to watch a game is a excite match.
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