本研究探討從事籃球運動專業化程度與觀賞籃球比賽動機與行爲的關係。假設1，2：高專業化參與者比低專業化參與者有較強的觀賞動機、較多的觀賞行爲。假設3、4：高籃球專業化參與者的主要觀賞動機較傾向知識動機、自尊動機。假設5、6：低專業化參與者的主要觀賞動機較偏向社會動機、娛樂動機。「專業化程度」量表參考Little (1976)、Bryan (1977)、McIntyre and Pigram (1992)、Scott and Shafer (2001)，「觀賞動機」量表參考Milne and McDonald (1999)、Trail and James (2001)、高立學(2008)，「觀賞行爲」問項參考周靈山(2002)、蔡博任(2005)、Gau (2007)。採用便利抽樣和配額抽樣，至比賽現場、球場和學校班級發放問卷，回收557份，有效問卷546份，男性佔55%，各量表信度在0.88和0.96之間。採用集群分析(K-means)將受訪者分爲高專業(n=269)與低專業(n=257)兩組，高專業化參與者比低專業化參與者有顯著較強的觀賞娛樂動機、社會動機、自尊動機和知識動機(p<.05)，及顯著較多的觀賞行爲(p<.05)，假設1，2獲得支持。採用卡方分析，高籃球專業化受訪者主要觀賞動機顯著傾向知識動機(p<.05)；低專業化受訪者主要觀賞動機顯著傾向社會動機、娛樂動機(p<.05)，假設3，5，6獲得支持。只有假設4：「高籃球專業化受訪者的主要觀賞動機較偏向自尊動機」未獲支持。管理者可在行銷活動中強調觀賞運動的社交和娛樂，吸引低專業化族群。

This research attempts to examine the relationships between the level of specialization in basketball participation and spectating motivation and behavior. The first and second hypotheses were: people characterized with a high level of specialization in basketball participation had stronger motivation and are more likely to watch basketball games than people with a low level of specialization. The third and fourth hypotheses were: more people in the high-specialization group than those in the low-specialization group were primarily motivated by the motives of Knowledge and Self-esteem to watch basketball games. The fifth and sixth hypotheses were: more people in the low-specialization group than those in the high-specialization group were primarily motivated by the motives of Entertainment and Sociability. A questionnaire was created, which included a measure of levels of specialization (Bryan, 1977; Little, 1976; McIntyre & Pigram, 1992; Scott &d Shafer, 2001) in playing basketball, measures of the four motives for spectator sports (Gau, 2008; Milne & McDonald, 1999; Trail & James, 2001; Wann, 1995), and four modes of sport spectator behavior (Gau, 2007). Using convenience sampling and quota sampling, the questionnaire was distributed in live game sites, basketball courses and school classes. Five hundred and fifty-seven questionnaires were returned and 546 were valid. The sample was consisted of 55% males. The reliabilities of the scales were between 0.88 and 0.96. Participants were divided into two groups by using a cluster analysis (K-means) in terms of specialization in basketball participation: the high-specialization group (n=269) and the low-specialization group (n=257). Comparing the two groups, the results showed that individuals characterized by a high level of specialization in playing basketball were more strongly motivated and more likely to watch basketball games than those characterized by a low level of specialization (p<.05). The first and second hypotheses were supported. Further, chi-square tests showed that more people from the high-specialization group than those from the low-specialization group chose Knowledge as the major motive for watching sports (p<.05). By contrast, more people from the low-specialization group than those from the high-specialization group chose Entertainment and Sociability (p<.05) as the major motives to watch sports. The hypothesis 3, 5, 6 were supported. Nevertheless, the hypothesis 4 that "more people in the high-specialization group than those in the low-specialization group were primarily motivated by Self-esteem to watch basketball games" was not supported. Sport managers may use Sociability and Entertainment as themes in marketing activities to attract people with a low level of participating specialization to watch sports.