目的：瞭解94學年度UBA主場運動觀眾的背景與來源，以及分析UBA主場運動觀眾的消費頻率、未來消費頻率、動機與滿意度之相關。方法：以立意取樣選取甲一級8強複、決賽主場球隊出賽的4個場次，共計發放620份問卷，回收率為94%。根據調查資料，以描述統計、獨立樣本t考驗、單因子變異數分析、皮爾森積差相關及史皮爾曼等級相關進行統計分析。結果：結果發現：UBA主場運動觀眾大部分是學生、女性多於男性觀眾、月收入在1萬元以下、多為大專院校教育程度，且平均年齡為19.58歲，有7成左右的受試者在本球季已觀賞過6場以下的UBA比賽。其次，北體主場觀眾在所有統計顯示有差異的觀賞動機上都顯著地較文化主場觀眾來得高。第三，以性別為主的t考驗滿意度分析顯示，總共12題的觀賞動機有3題達到顯著差異(p<.05)。第四，滿意度與動機因素具有顯著的正相關(r=.436, p<.01)。第五，UBA觀眾觀賞比賽的意願是呈現向上爬升的趨勢。結論：女性運動觀眾是未來值得觀察與開拓的潛在消費族群，女性觀眾在球員的球技與表現、出賽球隊整體形象以及對球賽精彩刺激的程度上均表達較高的滿意程度。建議後續研究繼續探討其它面向，例如忠誠度、涉入程度、品牌價值、品牌形象以及運動消費再購行為等進行檢測，以釐清運動消費行為的脈絡，所得資料也可供運動行銷在策略規劃上的參考依據。

Purposes: The purposes of the study were to identify the sport spectators at UBA Division I level and to analyze the relationship among the frequency of sport consumption, frequency of future sport consumption, motivation, and satisfaction of these sport spectators. Methods: The subjects who were at the selected home games were chosen for the study. Of the 620 questionnaires delivered, 584 were returned, making the response rate of 94%. The research instrument was modified from Peng’s study (2005). Descriptive statistics, T test, one way ANOVA, the Pearson product moment correlation coefficient, and Spearman rank order correlation coefficient were utilized for data analyses. Results: The results were summarized as follows: 1. Descriptive statistics for UBA sport spectators 2. There were significant differences between home game schools, and between male and female sport spectators in motivational determinants. The home game sport spectators at Taipei Physical Education College had higher motivation than those at Chinese Culture University. 3. There were significant differences between male and female subjects in satisfaction. 4. There was a significant relationship between motivation and satisfaction (r=.436, p<.01)。 5. The UBA home game sport spectators showed that their interest for attending UBA games is getting higher. Conclusions: There is a great market potential in female sport spectators in the near future. Based on the results, it is recommended that future studies should continue to explore other motivational determinants and satisfaction factors, such as customer loyalty, involvement level, brand equity, and consumer behavior, ought to be included to cross-examine the relationship among them. The data collected from the related studies would help to clarify the path of sport consumer behaviors.