| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 100 === Because of the popularization of the media, watching sports becomes more convenient. How to manage off-site fans is also very important. By improving the attractiveness of spectator sports, they will benefit the spectators. The purpose of this study is to examine the relationships among spectator sport attributes, benefits and values. By the theory of Means-End Chain, we try to find the main connection. This study used a survey. Questionnaires were administered in the middle Taiwan by spectators who were older than the junior high students and ever watched CPBL or MLB. A total of 619 questionnaires were sent out and 550 valid questionnaires were collected.The response rate of valid questionnaires was 88.9%.The statistical analyses showed that: 1. The audience who has their favorite player or team in the attributes and effectiveness were significantly higher than the audience who has no favorite player or team. 2. It showed a positive significant relationship between attributes and benefits, as well as benefits and values. By the exploratory factor analysis, 4 factors of attributes were extracted: the “content”, “support,” “spirit”, and “talks”. “Spirit” was the most satisfiedfactor. Five factors of benefits were extracted: “ self-esteem,” “experience”, “appreciation” and “social benefit”, “entertainment”. “Self-esteem” was rated the highest benefit. 3. Benefits primarily played mediating roles in the relationships between the attributes and values. 4. The five major links among attributes, benefits and values were as follow: “content - experience - hedonic value”, “support - self-esteem benefits - value of power”, “ spirit - appreciation - the value of obedience”, “spirit - entertainment benefits - stimulus value”, “sport talks – social benefit – the value of love and belonging”.
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