| Summary: | 碩士 === 聖約翰科技大學 === 工業工程與管理系碩士在職專班 === 102 === The motivations of going into the arena to watch the live baseball games are the keys of supporting the professional baseball industry in Taiwan (CPBL). There
are a lot of case studies toward the participating, supporting factors and satisfactions of the fans; there are even studies about the running of the teams, but there are only a handful of them about the female fans. Therefore, I came up with this field case study based on the theories. After the research, the conclusions which were highlighted were below: Females who participate the CPBL games are mostly collage students around the age of 16 to 25 with under $10000 monthly
income. They usually go to watch the live games with their friends or classmates 1 to 5 times every season. The attitude factors of females fans of CPBL have obvious influence on behavioral intention; most importantly the emotional faith. The female fans of CPBL who go to the arena to see the live games have certain degree of self ability, and the convenience of getting to the arena has obvious influence on attending the live games. The female fans under the age of 15 have the most certain attitude towards going to watch live games. They are also most obviously influenced by the guidance group. The more live games the female fans watch the more certain the attitude towards watching live games will be and the more obvious the influence from the guidance group will be. The female fans of CPBL have
certain degree of self ability of perceived behavioral control. The best behavioral intentions model of the female fans of CPBL is subjective norm has significant and positive effect on attitude, and attitude has positive effect on behavioral intentions. Based on the conclusions of this case study about the female fans’ motivations of watching live baseball games, the model of female fans of CPBL on leisure behavioral intentions can be constructed. Therefore, it can provide the ideas of developing and managing the teams for CPBL association.
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