摘要 本研究目的在探討新莊棒球場現場觀眾參與行為、觀賞滿意度與消費者背景變項之現況與差異情形。以2009年8月1、2日兩天於新莊棒球場觀看球賽之現場觀眾492位為對象，以「中華職棒20年現場觀眾參與行為與觀賞滿意度問卷」進行調查，經以描述性統計、因素分析、t檢定及單因子變異數分析進行本研究之考驗，所得結果如下：（一）本研究之觀眾以男性最多、年齡多分布在24至31歲、學歷多為大專/學、職業以學生最多、月平均收入以3000元以下最多；（二） 在參與行為部分，大部分觀眾都曾到現場看過球賽最多、平均每季會到現場觀看球賽以10場（含）以下最多、平均觀看中華職棒球齡在4年以下最多、最常到現場看球的時段以假日最多、並且以和家人到現場看球最多；（三）滿意度構面以「人員服務」得分最高、其次為「專業表現」、「硬體設施」、「周邊商品」，最不滿意為「交通動線」；（四）不同背景變項之現場觀眾在「人員服務」、「專業表現」、「硬體設施」、「周邊商品」及「交通動線」上皆有顯著差異存在；（五）不同現場觀眾之參與行為與觀賞滿意度有顯著差異存在。結論：新莊棒球場位於新莊市中心，現場觀眾對於交通規劃與動線最不滿意，改善交通狀況及場內動線規劃是觀眾最希望樂見的。

Abstract Purpose: The purpose of the study aimed to explore the behavior of spectator participation, spectators’ demographic and satisfaction differences among Chinese Professional Baseball League (CPBL) spectators in Taiwan. Methods: Five hundred spectators visiting game on August 1, 2 2009 in Sinjhuang baseball stadium participated in this survey based research. We used canonical descript statistics, factor analysis, t-test and one-way ANOVA to analyze 492 valid questionnaires. Results: (1) More female high school and college students aged between 24 and 31 with less than 4 year CPBL game watching experience and monthly income less than NT$3,000 came to the ball game. (2) In participation behavior, most viewers have seen the game up to the site, with an average 10 games per season will be on site to watch a baseball match in 10 games (including) the following up, the average viewing age of CPBL in four years up to the most frequently to the site to see the game most of holiday time, and with their family watching the scene .(3) Customers’ satisfaction consists of 5 factors ranked as “personal factor”, “professional factor”, “equipment factor”, “product factor”, “traffic factor”.(4) Spectators with different demographics showed significantly different satisfaction with personal, profession, equipment, product, and traffic factors.(5) The participation of the different spectators viewing behavior and existence of significant differences in satisfaction. Conclusion: Many spectators dissatisfied with the transportation. Therefore, CPBL should coordinate a game day transportation plan with local transit system.