綜觀國內探討中華職棒觀眾人數影響的研究有許多,但並未針對國際賽成績與觀眾人數進行研究,僅有王忠茂(2005)一篇針對國際賽事成績之影響進行研究,針對2004年的雅典奧運參賽表現對於2004年中華職棒觀眾數之影響;而針對國際賽事成績對於台灣民眾的意涵探討,也僅有一篇針對球迷國族感來探討MLB賽事之觀賞行為。 因此,本研究以涉入程度-行為涉入-資訊搜尋、主動參與、態度涉入、國族感及現場觀賞行為與電視轉播觀賞行為對於不同球迷群之觀賞行為進行探討。 本研究發現,(一)高度資訊搜尋與高度國族感、高度主動參與與高度國族感、高態度涉入與中度國族感球迷群在現場觀賞行為、電視轉播收視行為明顯高於其他球迷群;(二)高度資訊搜尋與高度國族感球迷群,在現場觀賞行為改變明顯高於其他球迷群;(三)中度主動參與與中度國族感球迷群,在電視轉播收視行為改變明顯高於其他球迷群,因此,國際賽成績優異確實對中華職棒觀賞行為有顯著影響。
There are many domestic researches to explore number of spectators that watch the Chinese Professional Baseball, but do not conduct the study according to the result and impact of international games. Only Wang Zhong Mao (2005) conducted a study of the impact of international games toward 2004 Athens Olympic competition performance of Chinese Professional Baseball League in 2004 that affected the number of spectators; while scores for international events mean for the people of Taiwan, there was only a research to explore nationalism of behavior of fans when viewing the MLB. Therefore, this study uses involvement - behavior involvement - information search, active participation, attitude involvement, patriotism and watch live broadcast of television behavior and the behavior of the different groups of fans are being discussed. This study found that: (a) high intensity information search with a high degree of patriotism, highly active participation with a high degree of patriotism, high level attitude involvement and the moderate degree of patriotism watching live broadcast and the behavior, live television viewing behavior was significantly higher than other fan base. (b) High intensity information search with a high degree of patriotism fan base in the field of behavior change viewing group was significantly higher than other fans. (c) Moderate active participation and moderate patriotism fan base, the television viewing behavior changed significantly higher than other groups of fans. Therefore, positive games results in international competitions has significant influence on viewing behavior of spectators of Chinese Professional Baseball League.