本研究旨在瞭解兄弟象職業棒球隊消費者之人口特性、觀
賞動機、觀賞次數及觀賞後滿意度。研究對象為974 位赴台北
市立棒球場現場觀賞職棒兄弟象隊比賽，並喜愛兄弟象隊之消
費者。並以「兄弟象職業棒球隊消費者行為調查問卷」為工具
，進行現場問卷調查。根據調查所得資料以描述統計、次數分
配、因素分析、淨相關等方法進行資料處理，結果發現：
一、人口統計部份：
職棒兄弟象隊消費者中以男性為多（70％），年齡則大多
在16-25 歲之間（71％），職業大部份為學生（68％），每月
平均收入在一萬元以下者較多（54％），教育程度以高中、高
職及大專程度者佔大部份（83％），未婚者佔（88％），目前
加入支持兄弟象隊或象隊個別球員的球迷組織者佔（37％）。
二、在觀賞動機方面：
象迷之觀賞動機因素依序為「比賽吸引與個人認同」、「
球團形象吸引」、「社會需求與人際互動」。
三、在觀賞次數方面：
象迷在「個人平均每年到台北市立棒球場觀賞兄弟象隊比
賽之次數」上，填答為３－１０次之中度參與者佔49.7％，填
答１１次以上之重度參與者佔37.7％，兩者合計佔87.4％；可
見兄弟象隊的球迷重覆參與頻率相當高。
四、在觀賞後滿意度方面：
象迷之觀賞後滿意度因素依序為「球場內的活動表現」、
「兄弟象隊球迷啦啦隊的表現」、「球賽週邊因素」、「職棒
聯盟與球團組織與服務」。
五、在觀賞次數與觀賞動機之相關方面：
象迷在「比賽吸引與個人認同」及「球團形象吸引」上的
觀賞動機會影響其觀賞次數。
六、在觀賞次數與觀賞後滿意度之相關方面：
象迷對「球場內的活動表現」的滿意度會影響其觀賞次數
。

The purpose of this study were to recognize the
description of the sample motivation of watching game
,watching frequence and level of satisfaction after
watching in consumers of Brother Elephants
Professional Baseball Club. Nine hundred and seventy
four consumers of Brother Elephants Professional
Baseball Club watching the competition at Taipei
municipal baseball stadium served as the subjects of
this study. The research instrument " servey of
Comsumer Behavior in Brother Elephants Professional
Baseball Club " was administered. Description
statistic (frequence and percentagea), factor
analysis and pratial corrlation were utilized for
data analysis.
Through the above data processing steps, the results
were shown as follows:
1、Description of the sample:
The majority of the consumers of Brother Elephants
Professional Baseball Club are males (70%), with age
between 16-25 years old (71%) and the profession of
most of them is student (68%), with majority having
monthly income to be below NT$10,000 (54%) and
majority with educational level at senior high school
, senior vocational high school and college (83%)
while the unmarried account for 88%.
At present, the baseball fans participating either
the organization to support Brother Elephants
Professional Baseball Club or individual member
account for (37%).
2、In the aspect of motivation of watching:
The motivations of watching for the Elephant fans i
order were (a) competition to be attractive an
personal appeal , (b) ball consortium image to b
attractive , and (c) social demand and mutual persona
relationship.
3、In the aspect of watching frequency:
The answer of Elephant fans in "average persona
watching frequency of the competition game of Brothe
Elephant Professional Baseball Club in Taipe
Municipal baseball stadium each year" who repied 3-1
times accounted for 49.7% of the whole; who replie
more than 11 times with heavy participatio
interest accounted for 37.7%, with a total of bot
accounting for 87.4%. It is obvious the repeatin
participation frequency of the fans for Brothe
Elephants Professional Baseball Club is very high.
4、In the aspect of satisfaction level after watchin
the game:
The satisfaction factors of the Elephant fans afte
watching the game in order were (a) activit
performance in the baseball field , (b) performanc
of cheer squad of the fans of Brother Elephan
Professional Baseball Club, (c) peripheral factors o
baseball competition , and (d) service of Basebal
League and baseball group organization.
5、In the related aspects of watching frequency an
motivation:
The watching motivation of Elephant fans i
"competition to be attractive and personal appeal
and "ball consortium image to be attractive" hav
influenced their watching frequency.
6、In the related aspects of watching frequency an
satisfaction level after watching:
The satisfaction level of Elephant fans in "activit
performance in the baseball field" has influence
their watching frequency.
The purpose of this study were to recognize the