本研究以分析消費者我族感、對台灣選手之喜好度、球隊認同度、及美國職棒收視意願等變項間之關聯程度為目的。參考其他學者編製之量表後自訂問卷作為研究工具，以國立台灣體育學院405位學生為對象，利用Cronbach's α、因素分析、t檢定、單因子變異數及路徑分析進行分析。研究結果發現，在各變數之相互關係中，除了消費者我族感與球員喜好度無明顯影響關係外，其餘均有顯著之關聯。由此可見，美國職棒高薪挖取台灣棒球明星加盟之策略，不僅高度吸引國內運動消費者注目外，更巧妙有效地將運動消費者對民族英雄之戀慕情懷轉移並提升對所屬球隊之認同度，且明顯刺激收視美國職業棒球整體賽事轉播之意願。

The purpose was to investigate the relationship among consumer ethnocentrism, the favor degree of players, team identification, and intentions to watch televised MLB games in Taiwan. The Inventory constructed by the researchers was administrated to measure the attitude of the subjects, 405 students of National Taiwan College of Physical Education, and applied Cronbach's ct, factor analysis, t-test, one-way ANOVA, and path analyses to test the hypotheses. Each variables had a significantly effect to each other except the relation between consumer ethnocentrism and the favor degree of players. Taiwan baseball stars playing in Major League Baseball not only attracted the sport consumers in Taiwan, but also transferred and promoted Yankee/Dodgers identification effectively, and excited the intentions to watch televised MLB games evidently.