| Summary: | 碩士 === 明新科技大學 === 管理研究所碩士在職專班 === 106 === Chinese Professional Baseball League has been established for twenty-nine years, but it is not going well as expected. There have been several scandals of fake games, team terminations, and ownership changes. The remaining four teams are facing a crisis. The purpose of this study is to examine the key factors that influence baseball fans' attendance in games, so that they can be used for future marketing. This research used the survey method with a convenient sample to explore the relationship between “court atmosphere”, “experience values”, “team identity”, and “purchase intension”. Results showed that “shopping atmosphere” and “experience values” did not have significant influence on the intension of purchase. Only the factor of team’s identity has a significant and positive effect on purchase intension. Future research is urged to add more variables – such as team loyalty, brand awareness, and demographics – to explore which factors influence sports fans' purchase intention
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