國內針對中華職棒的研究多著重於假球事件、服務品質、品牌形象、滿意度⋯⋯等，但研究過程則視職棒球迷為單一族群，若進行市場區隔將可以更明確描繪消費者輪廓進而提高行銷效益。僅有少數研究分析消費者購買意圖模式，造成球團未能準確掌握消費者進場意圖，進而未達預期行銷效益。本研究將使用集群分析將消費者分為四群，運用四構面勾勒出消費者輪廓，依據計畫行為理論進行四族群進場意圖差異分析。研究結果顯示不同群族間進場意圖模式存在差異性，如未能針對差異性適度修改行銷方案將降低行銷效益。因此球團須針對消費者考慮因素上提供誘因以增加消費者進場意圖。

Research at CPBL are focus on match fixing, service quality, brand image, customer satisfaction and think costumers are one group. Market segmentation can help companies to understand costumers and increase marketing efficiency. Few researches analyzed consumers' purchase intention model thus companies do not understand consumers' intention and decrease marketing efficiency. This study is from an academic perspective to segment consumer into four groups base on Cluster-based Segmentation Design and compare the difference of the groups with the participating intention model by ANOVA analyzes. The results show there are differences between clusters. Companies can't reach their marketing expectation if they can't modify marketing campaigns base on the differences. Companies have to concern the differences then launch their unique campaign to fit different groups to increase their intention.