本研究旨在探討興農牛職業棒球隊現場觀眾之人口統計特徵、觀賞動機、觀賞滿意度。研究對象以850位赴台中棒球場現場觀賞職棒興農牛隊比賽，並喜愛興農牛隊之球迷。以「職棒興農牛隊球迷觀賞動機與滿意度量表」為工具，進行現場問卷調查。根據調查所得資料以描述統計、因素分析等方法進行資料處理，結果發現：一、人口統計部分：台中地區牛迷女性比男性稍多，女性牛迷佔(54.5%)，年齡則大多在16-25歲之間(69.7%) ，職業大部分為學生(64.9%)，個人每月平均收入在一萬元以下者較多(58.2%) ，教育程度以高中、高職及大專、大學程度佔大部分(86.7%)。二、觀賞動機方面：牛迷的觀賞動機可分為四個因素，依序為「我隊因素」、「他隊因素」、「形象特色因素」、「人和地利因素」。三、觀賞滿意度方面：牛迷的觀賞滿意度可分為三個因素，依序為「我隊因素」、「門票與球賽週邊因素」、「他隊因素」。

The purpose of this study was to explore the fan demographics, motivation and satisfaction of Sinon Bulls professional baseball team in Taiwan. Subjects were 850 Sinon Bulls' fans visiting the games taken place in Taichuang. The survey was conducted on-site via the use of a questionnaire entitled "Fan Motivation and Satisfaction Scale of the Sinon Bulls Professional Baseball Team." The data gathered were then computed by descriptive and factor analyses. The statistical analyses yielded the following results: 1. Demographically, the Sinon Bulls had more female fans (54.5%) than male fans, aged 16 to 25 (69.7%). Most fans were students (64.9 %),with an average monthly income less than NT$ 10,000 (58.2%), and with high school and university education background (86.7%); 2. in fan motivation, the fan motivation was categorized into four factors as "home team factor, " and "visitor team factor, " "image and characteristics factor, " and "fan and environment factor, " respectively; 3. in fan satisfaction, three factors were identified as "home team factor," "ticket and game extending product factor," "visitor team factor".