| Summary: | 碩士 === 逢甲大學 === 企業管理學系 === 103 === The history of Chinese Professional Baseball League (CPBL) is about 25years. In the good time, there had been over six thousand spectators coming for a single game. But in the bad time, there was also a record of less than two thousand spectators. According to the history of CPBL and previous researches, the author take the CPBL fans as an example to present a theoretical model to understand the Fans’ purchase intention of accessory products.
A convienience sampling was chosen by intenert.There are 683 participants chosen were loyal fans who gave support for a specific team in CPBL. Statistical analysis tool was applied to test the research hypotheses. The findings are summarized as below：(1)Vicarious achievement motive, trust in team player attractiveness, involvement have positive effective to team identification. (2) Team identification, team player attractiveness and team prestige have positive effective to perceived value. (3) Team identification and perceived value have positive
effective to Purchase Intention.
Keyword：Team player attractiveness, Team prestige, Involvement, Trust in Team, Vicarious achievement motive, Team Identification, Perceived Value, Purchase Intention.
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