本研究旨在探討中華職棒大聯盟之球迷本身的主觀判斷是否會影響其再惠顧意願。球迷的主觀判斷包括「球隊競爭力」、「球迷內化程度」、「社會互動程度」以及「球星認同」四構面。球迷的再惠顧意願包括「進場觀賽意願」、「購買周邊商品意願」和「口碑宣傳意願」。主要研究結果顯示：（一）「球隊競爭力」、「球迷內化程度」、「社會互動程度」以及「球星認同」皆與進場觀賽意願有顯著相關、（二）「球隊競爭力」、「球迷內化程度」以及「球星認同」、與「購買周邊商品意願」有顯著相關、（三）「球隊競爭力」、「球迷內化程度」以及「球星認同」與「口碑宣傳意願」有顯著相關。;The purpose of this study is to examine whether the subjective judgments of Chinese Professional Baseball League fans will have an impact on their willingness to repatronage. Fans′ subjective judgments included three aspects: team competitiveness, fan internalization, degree of social interaction, and star player identification. Fans′ willingness to repatronage included three aspects as well: willingness to buy tickets, willingness to buy team merchandise, and willingness to publicize through word of mouth. Results show that: (1) all four aspects of subjective judgements were related to willingness to buy tickets, (2) team competitiveness, fan internalization, and star player identification were related to willingness to buy team merchandise, and (3) team competitiveness, fan internalization, and star player identification were related to willingness to publicize through word of mouth.
