| Summary: | 碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 105 === Baseball is the most popular sport in Taiwan.And it’s the only one professional sport league. The purpose of the research is to provide the team in the operation of the reference by knowing the relationship of the Corporate Identification System (CIS), Home Business, Team Image, Self-Congruity and Team Identification. Chinese Professional Baseball League (CPBL) and its fans are the chosen study target object and subjects. Through internet data collection, after fans’ qualification of Brothers Baseball Team was justified and ensured via screening test items, and they were sampled. In total, there were 565 effective samples of Taiwan Brothers Baseball Team fans. The research used AMOS software to perform a two-staged SEM analysis. The proposed model and hypotheses were supported partially. The findings showed: (1) The Corporate Identification System was significantly positive-related to Home Business and Team Image; (2) Home Business was significantly positive-related to Self-Congruity and Team Identification; (3) Team Image was significantly positive-related to Self-Congruity. Future research directions were also presented
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