本研究旨在探討中華職棒球迷對外籍球員之消費者歧視現象，並比較不同人口背景群體間之消費者歧視情況是否存在差異。本研究以Wang等人所建構之中華職棒球迷消費者歧視量表，並加入球迷人口統計變項作為研究工具，於2022年9月初至10月底，以及2023年4月中旬至5月中旬，前往中華職棒大聯盟各隊主場包含臺北市立天母棒球場、新北市立新莊棒球場、樂天桃園棒球場以及臺南市立棒球場，針對18歲以上之中華職棒球迷進行問卷發放。總計回收1583份有效問卷，經敘述統計、線性多元迴歸分析、皮爾森積差相關、獨立樣本t檢定、單因子變異數分析進行資料處理後，結果發現：
一、中華職棒球迷之人口組成以男性居多、年齡集中於40歲以下、教育程度以大專為主、平均月收入集中於50000元以下、觀賽年資多介於2-5年，而以每月平均進場2-5次者最多。
二、在球迷對外籍球員之消費者歧視量表中，以信任表現構面之題項平均得分最高，顯示球迷多半認為外籍球員之球場表現較佳
三、性別、月收入、支持球隊、觀賽年資、每月平均觀賽次數、平日亦或假日觀賽，皆對於球迷之外籍球員消費者歧視現象存在不同程度之差異
四、球迷之背景知識包含對棒球的知識以及對球隊的知識，和球迷對外籍球員之消費者歧視現象存在解釋力。
本研究結果對於中華職棒之球迷消費者歧視情況產生更深入的了解，不僅能夠加深我國運動經濟學領域之學術量能，亦可在實務上，作為中職聯盟球團在行銷、聘僱球員等營運作業上之參照。最後，針對未來研究方向，建議可以延伸消費者歧視的現象，探討球迷的歧視情況與消費者行為間之相關性，例如門票、周邊商品購買等，以深入瞭解消費者歧視對於球團及聯盟發展的影響。

The purpose of this study is to investigate consumer discrimination towards foreign players among Chinese Professional Baseball League (CPBL) fans and to compare whether differences exist in consumer discrimination among various demographic groups. Utilizing the Consumer Discrimination Scale for CPBL Fans developed by Wang et al., this research incorporated fan demographic variables as research tools. Surveys were distributed to CPBL fans aged 18 and above at various home stadiums, including Tianmu Baseball Stadium, XinZhuang Baseball Stadium, Taoyuan Baseball Stadium, and Tainan Municipal Baseball Stadium, from early September to late October 2022, and from mid-April to mid-May 2023. A total of 1,583 valid responses were collected. The data was analyzed using descriptive statistics, multiple regression analysis, Pearson correlation analysis, independent sample t-tests, and one-way ANOVA. The results of the study are as follows:
1.The demographics of CPBL fans predominantly consist of males, with the majority aged below 40, holding a college education, earning a monthly income of 50,000 yuan or less, having 2-5 years of watching experience, and the most common attendance frequency is 2-5 games per month.
2.Among the Consumer Discrimination Scale items regarding foreign players, the dimension of spectators’ confidence obtained the highest average score, indicating that fans generally perceive better on-field performance from foreign players.
3.Differences in consumer discrimination towards foreign players were found based on gender, monthly income, team support, years of watching games, average monthly attendance, and weekday or weekend attendance.
4.The background knowledge of fans, including knowledge of baseball and knowledge of the teams, had explanatory power for consumer discrimination towards foreign players.
This study provides a deeper understanding of consumer discrimination among CPBL fans, contributing not only to the academic advancement in the field of sports economics in our country but also offering practical insights for CPBL league teams in marketing and player recruitment operations. Finally, for future research directions, it is recommended to extend the examination of consumer discrimination to explore the correlation between fan discrimination and consumer behaviors, such as ticket purchasing and merchandise buying, in order to gain further insights into the impact of consumer discrimination on team and league development.

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