本研究主要目的在於探討大學生觀看金鶯隊陳偉殷棒球賽之行為意圖，國內收看金鶯隊陳偉殷棒球賽之大學生為研究對象，以立意取樣方式進行問卷調查，共計獲得有效問卷260份，依據研究目的及驗證假設需要以結構方程模式進行資料分析。所得結果如下：一、行為信念與結果評價之乘積對態度有顯著之影響。二、規範信念與依從動機之乘積對主觀規範有顯著之影響。三、控制信念與知覺強度之乘積對知覺行為控制有顯著之影響。四、態度對行為意圖有顯著之影響。五、主觀規範對行為意圖無顯著之影響。六、知覺行為控制對行為意圖有顯著之影響。七、知覺行為控制對行為有顯著之影響。八、行為意圖對行為無顯著之影響。最後依據研究結果提出未來研究及管理之建議。

The main purpose of this study is to investigate the behavioral intention of college students who watch the Orioles Wei-Yin Chen baseball game as the research object. Purposive sampling approach was employed and a total of 260 valid questionnaires were obtained. Structural equation model was used to conduct data analysis and test hypotheses research purposes. The results are as follows: First, behavioral beliefs and outcome evaluation of the product have a significantly positive impact on the attitude. Second, the product of normative beliefs and motivation of compliance have significantly positive impact on the subjective norms. Third, the product of control beliefs and perceived intensity have significantly positive impact on the perceived behavioral control. Fourth, the attitude has a significantly positive effect on the behavioral intentions. Fifth, the subjective norm has no significant influence on behavioral intentions. Six, perceived behavioral control has a significantly positive influence on the behavioral intentions. Seven, perceived behavioral control has a significantly positive impact on the behavior. Eight, behavioral intentions have no significant influence on behavior. Finally, suggestions for future research and management are made based on the findings.