本研究旨在探討中華職棒現場球迷在球隊認同、周邊商品知覺價值與購買意願之關係。本研究係以自編之「中華職棒現場球迷周邊商品消費行為調查問卷表」為資料收集之工具，於2010年3月20日至3月28日在高雄澄清湖棒球場、台中棒球場、台北天母棒球場及台北新莊棒球場等場地，以立意取樣法針對現場球迷進行問卷調查。問卷共計發出600份，有效採用問卷512份，有效回收率達85.3%。所得資料以描述性統計分析及結構方程模式進行統計分析後，獲得結果如下：一、球迷對於球隊認同之構面包括：（一）私人評價；（二）大眾評價；（三）情感依附；（四）認知意識。二、球迷對於周邊商品知覺價值之構面包括：（一）實用性；（二）象徵性。三、球迷對於周邊商品的購買意願，確實會受到個人對於周邊商品知覺價值正面的影響，且球隊認同會進一步透過知覺價值而提高球迷的購買意願。

This study focused on the relationship among team identification, perceived value on accessory product and purchase intention of CPBL's on-the-spot fans. We used the "consumer behavior questionnaire survey on CPBL's on-the-spot fans" and purposeful sampling to examine the on-the-spot fans in four ballparks between March 20 and 28 2010. We sent out 600 questionnaires in the main baseball stadium and there were 512 effective questionnaires with an effective response rate of 85.3 percent. The data gained from the questionnaires were evaluated by descriptive statistics and structure equation model. The results were as following: 1. There were four dimensions on team identification for on-the-spot fans including 1) private evaluation, 2) public evaluation, 3) emotional attachment and 4) cognitive awareness. 2. There were two dimensions on perceived value for on-the-spot fans including 1) utilitarian and 2) symbolic. 3. We found the there was positive purchase intention of on-the-spot fans influenced by perceived value. Moreover, the higher the team identification, the higher purchase intention fans increased by perceived value.