隨著生活品質提高，周休二日制的實施，人們對休閒活動的需求增加，運動休閒產業的發展也隨之崛起。廿世紀運動產業年營收額高達五千億美元的經濟影響力，已令華爾街刮目相看。同時，在西元2000年，運動產業已成為美國第六大型產業。而在運動產業的發展中，職業運動更扮演如火車頭的角色，帶領整個運動產業的發展。
職業運動是以營利為目的，舉辦運動競賽吸引社會大眾產生商業交易之行為，以門票收入、轉播權利金、周邊產品的銷售為其主要的營收來源。其中最著名的莫過於北美地區的四大職業運動：NBA、MLB、NHL、NFL。
而對職業運動來說，其最主要的消費者莫過於該運動的愛好者以及球迷。過去在運動消費的相關研究中，已有不少學者針對消費者（球迷）的觀點，探討球迷對職業球隊的態度，如球隊認同感，對於球迷的行為，如觀看比賽時的情緒、是否到現場觀看球賽、是否購買周邊產品等的影響。
本研究延續先前學者的腳步，依據Fisher及Wakefield（1998）的研究中對影響球迷球隊認同感之因素的探討，與球隊認同對球迷支持球隊之行為表現的影響，以及Kwon，Trail及James（2007）的研究中，對球隊認同感、球迷對印有球隊logo服飾的知覺價值與購買意圖的探討，做進一步的延伸，以球隊認同感與球迷對職業球隊周邊產品之知覺價值作為本研究的核心，探討影響球迷購買職業球隊周邊產品之因素。
本研究以實證方式進行，研究對象為台灣地區之職業運動球迷。選擇的職業運動為在台灣轉播歷史最悠久、知名度最高之美國NBA職業籃球聯賽。以消費者（球迷）的角度來探討影響職業運動球隊周邊產品購買之因素，期望為職業運動的經營者及行銷人員，提供一個參考之依據。

The globalization of professional sport brings huge amounts of business and economical influences. The professional sport here means “engaging in making profit for purpose, holding sport games attracting people to create commercial exchange that includes sales of game tickets, game broadcast license fees, and sales of team-licensed merchandise.” Take NBA（National Basketball Association） for example, there were 212 countries, and over 139 TV companies broadcasting NBA games in 2003-2004 season. And sales of NBA team-licensed merchandise are more than ＄5 billions per year.
Sales of team-licensed merchandise are one of the main incomes of professional sport. In 1997 sales of licensed sport merchandise reached ＄11.3 billions, and in 2003 the sales improved at the professional and college levels, reaching ＄12.7 billions（Kwon, Trail & James, 2007）. In addition, sales of team-licensed merchandise take place not only in domestic area during the race season, but also wherever broadcasting the games at any time. However, there are not many studies aiming at factors influencing sales of professional sport team-licensed merchandise in the light of consumer opinions.
The purpose of this study is to investigate factors influencing consumers to buy professional sport team-licensed merchandise. By using the theoretical framework proposed by Fisher & Wakefield（1998） and Kwon, Trail & James（2007）, this paper investigates factors influencing the sport fans’ team identification and perceived value to professional sport team-licensed merchandise, as well as the relationship between fans’ team identification, perceived value to professional sport team-licensed merchandise and the purchasing intention to sport team-licensed merchandise.
Empirical study is applied to investigate NBA fans in Taiwan through a web questionnaire as well. In the light of consumer opinions, this research discusses factors influencing fans’ perception to the professional teams and their licensed merchandise, and hopes to provide suggestions to the owners running professional sport as well as the marketers of professional sport.

參考文獻
英文部分
1、 Aaker, D.（1991）,” Managing brand equity,” New York：Free Press.
2、 Aaker, D.（1996）,” Building strong brands,” New York：Free Press.
3、 Apostolopoulou ,A.（2002）,” Brand extensions by U.S. professional sport teams：Motivations and keys to success,” Sport Marketing Quarterly, Vol. (11), 205-214
4、 Aqueveque, C.（2006）,” Extrinsic cues and perceived risk：The influence of consumption situation,” Journal of Consumer Marketing, 237-247
5、 Ashforth , B.E., & Mael , F.（1989）,” Social identity theory and the organization,” Academy of Management Review, 14, 20-40
6、 Belk ,R.W.（1988）,” Possessions and the extended self,” Journal of Consumer Research, 15, 139-168
7、 Bhattacharya ,C.B., Roa, H., & Glynn, M.A.（1995）,” Understanding the bond of identification：An investigation of its correlates among art museum members,” Journal of Marketing, 59, 46-57
8、 Brook ,S.（2005）,” What do sports teams produce,” Journal of Economics Issues, Sep. , 39, 3
9、 Callero ,P.L.（1985）,”Role-identity salience,” Social Psychology Quarterly, 48, 203-215
10、Chanrg ,H.W. , Piliavin ,J.A. & Callero ,P.L.（1988）,”Role identity and reasoned
action in the prediction of repeated behavior,” Social Psychology Quarterly, 34,
366-375
11、Chu, C.W. & Lu, H.P.（2007）,” Factors influencing online music purchase intention in Taiwan：An empirical study based on the value-intention framework,” Internet Research, Vol. (17), No.2, 139-155
12、Cialdini , R.B. , Borden , R.J. , Thorne , A. , Walker , M.R. , Freeman , S. , & Sloan , L.R.（1976）,” Basking in reflected glory：Three(football) field studies,” Journal of Personality and Social Psychology, 34, 366-375
13、Cobb-Walgren, C.J., Ruble, C.A., & Donthu, N.（1995）,” Brand equity, brand preference, and purchase intent,” Journal of Advertising, Fall, 24, 3
14、Cornwell, T.B., & Coote, L.V.（2005）,” Corporate sponsorship of a cause：The role of identification in purchase intent,” Journal of Business Research, 58, 268-276
15、Dodds, W.B., Monroe, K.B., & Grewal, D.（1991）,” Effects of price, brand, and store information on buyers'' product evaluations,” Journal of Marketing Research, Aug. , 307-319
16、Eggert, A., & Ulaga, W.（2002）,” Customer perceived value：A substitute for satisfaction in business markets,” The Journal of Business & Industrial Marketing, 17
17、Fisher ,R.J., & Wakefield, K.（1998）,” Factors leading to group identification：A field study of winners and losers,” Psychology & Marketing, Vol.15 (1), 23-40
18、Funk, D.C., & James, J.D.（2006）,” Consumer loyalty：The meaning of attachment in the development of sport team allegiance,” Journal Sport Management, 20, 189-217
19、Gladden, J., & Funk, D.（2002）,” Developing an understanding of brand associations in team sport： Empirical evidence from consumers of professional sport,” Journal of Sport Management, 15, 297-317
20、Gladden, J., & Milne, G..（1999）,” Examining the importance of brand equity in professional sports,” Sport Marketing Quarterly, 8, 21-29
21、Gladden, J., Milne, G., & Sutton, W.（1998）,” A conceptual framework for evaluating brand equity in Division1 college athletics,” Journal of Sport Management, 12, 1-19
22、Goffman ,E.（1959）,”The presentation of self in everyday life,” New York：Doubleday
23、Grewal, D., Krishnan, R., Baker, J., & Borin, N.（1998）,” The effects of store name, brand name and price discount on consumers'' evaluations and purchase intentions,” Journal of Retailing, Fall ,74, 3
24、Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C.（2006）,” Multivariate data analysis, sixth edition (six ed.),” Englewood Cliffs, NJ： Prentice-Hall
25、Hogg, M.A.& Dominic Abrams（1988）,”Social Identifications：A social psychology of intergroup relationship and group process,” London：Routledge
26、Keller, K.（1993）,” Conceptualizing, measuring, and managing customer-based brand equity,” Journal of Marketing, 57(1), 1-22
27、Kelman , H.C.（1961）,”Process of opinion change,” Public Opinion Quarterly, 25, 57-78
28、Kleine , R.E., Kleine, S. & Kernan, J.B.（1993）,”Mundane consumption and the self：A social-identity perspective,” Journal of Consumer Psychology, 2, 209-235
29、Kwon ,H.H., & Armstrong, K.L.（2002）,” Factors influencing impulse buying of sport team licensed merchandise,” Sport Marketing Quarterly,Vol. (11)
30、Kwon , H.H., & Armstrong, K.L.（2004）”An exploration of the construct of psychological attachment to sport team among college students：A multi- -dimensional approach,” Sport Marketing Quarterly, Vol. (13), 94-103
31、Kwon , H.H., & Armstrong, K.L.（2006）,” Impulse purchase of sport team licensed merchandise：What matters,” Journal of Sport Management, 20, 101-119
32、Kwon ,H.H., Trail, G., & James, J.D.（2007）,” The mediating role of perceived value：Team identification and purchase intention of team-licensed apparel,” Journal of Sport Management, 21, 540-554
33、Laverie , D.A.（1998）,”Motivations for ongoing participation in a fitness activity,” Leisure Sciences, 20, 277-302
34、Laverie , D.A., & Arnett, D.B.（2000）,” Factors affecting fan attendance： The influence of identity salience and satisfaction,” Journal of Leisure Research, Vol. (32), No.2, 225-246
35、Madrigal ,R.（1995）,” Cognitive and affective determinants of fan satisfaction with sporting event attendance,” Journal of Leisure Research, 27, 205-227
36、Madrigal, R.（2000）,” The influence of social alliances with sports teams on intentions to purchase corporate sponsors'' products,” Journal of Advertising, Winter；29, 4
37、Madrigal ,R.（2006）,” Measuring the multidimensional nature of sporting event performance consumption,” Journal of Leisure Research, Third Quarter , 38, 3
38、Mael, F. & Ashforth, B.E.（1992）,”Alumni and their alma mater：A partial test of the reformulated model of organizational identification,” Journal of Organizational Behavior, 13, 103-123
39、Murrell, A., & Dietz, B.（1992）,” Fans support of sports team：The effect of a common group identity,” Journal of Sport and Exercise Psychology, 50, 621-635
40、Mitrano, J.R.（1999）,”The sudden death of hockey in Hartford：Sports fans and franchise relocation,” Sociology of Sport Journal, 16, 134-154
41、Ross ,S.D., James, J.D., & Vargas, P.（2006）,” Development of a scale to measure team brand associations in professional sport,” Journal of Sport Management, 20, 260-279
42、Ruth, M.W. Yeung, & Morris, J.（2006）,” An empirical study of the impact of consumer perceived risk on purchase likelihood：A modeling approach,” International Journal of Consumer Studies, 30, 3, 294-305
43、Santee, R. & Jackson, S.（1979）,”Commitment to self identification：A socio psychological approach to personality,” Human Relations, 32, 141-158
44、Schlenker, B.R.（1980）,”Impression management： The self-concept, social identity and interpersonal relations,” Monterey, CA：Brooks卅Cale.
45、Schurr, K.T., Arno, F.W., Virgil, E.R. & Arthur, S.E.（1988）,”Demographic and personality characteristics associated with persistent, occasional, and non-attendance of university male basketball game by college students,” Journal of Sport Behavior, 11（1）
46、Snoj, B., Korda, A.P., & Mumel, D.（2004）,” The relationship among perceived quality, perceived risk and perceived product value,” Journal of Product & Brand Management, Vol. (13), 156-167
47、Stotland ,E. , Zander, A. & Natsoulas, T.（1961）,”Generalization of interpersonal similarity,” Journal of Abnormal Psychology, 62, 250-256
48、Stryker, S.（1980）,”Symbolic interactionism：A socio-structural version,” Menlo Park, CA：Benjamin卅Cummings.
49、Stryker, S. & Serpe, R.T.（1982）,”Commitment, identity salience, and role behavior： Theory and research example. In W. Ickes and R. Kidd（Eds）,”Personality, roles, and social behavior, New York：Spring-Verlag, 199-218
50、Sutton ,W.A. ,McDonald ,M.A. , Milne , G.R. ,& Cimperman, J.（1997）,” Creating and fostering fan identification in professional sports,” Sport Marketing Quarterly , Vol.(6),15-22
51、Sweeney, J.C., & Soutar, G.N.（2001）,” Consumer perceived value：The development of a multiple item scale,” Journal of Retailing, 77, 203-220
52、Tajfel , H., & Turner , J.C.（1986）,” The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin.(Eds.),” Psychology of intergroup relations, 7-24
53、Teas, R.K., & Agarwal, S.（2000）,” The effects of extrinsic product cues on consumers'' perceptions of quality, sacrifice, and value,” Journal of the Academy of Marketing Science, Vol. (28), No.2, 278-290
54、Trail , G.T., Anderson, D.F., & Fink, J.S.（2003）,” Sport spectator consumption behavior,” Sport Marketing Quarterly, Vol. (12)
55、Trail , G.T., Anderson, D.F., & Fink, J.S.（2005）,” Consumer satisfaction and identity theory：A model of sport spectator conative loyalty,” Sport Marketing Quarterly, 14, 98-111
56、Trail, G.T., & James, D.J. （2001）,” The motivation scale for sport consumption：Assessment of the scale''s psychometric properties,” Journal of Sport Behavior, Mar. 2001；24, 1
57、Wann , D.L., & Branscombe, N.R.（1990）,” Die-hard and fair-weather fans：Effects of identification on BIRGing and CORFing tendencies,” Journal of Sport and Social Issues, 14, 103-117
58、Wann, D.L., & Branscombe, N.R.（1992）,” Emotional response to the sports page,” Journal of Sport and Social Issues, 16, 49-64
59、Wann , D.L. , & Branscombe , N.R.（1993）,” Sports fans：Measuring degree of identification with their team,” International Journal of Sport Psychology, 24, 1-17
60、Wann , D.L. , & Branscombe , N.R.（1995）,” Influence of level of identification with a group and physiological arousal on perceived intergroup complexity,” British Journal of Social Psychology, 34, 223-235
61、Wann , D.L.（1996）,” Seasonal changes in spectators'' identification and involvement with and evaluations of college basketball and football teams,” The Psychological Record, 46, 201-215
62、Wann, D.L. & Schrader, M.P.（1997）,” Team identification and the enjoyment of watching a sporting event,” Perceptual and Motor Skills, 84, 954
63、Zeithaml, V.A.（1988）,” Consumer perceptions of price, quality, and value：A means-end model and synthesis of evidence,” Journal of Marketing, 52(July), 2-22
中文部份
1、王俊強（2000），運動頻道節目之播映考量因素研究----以緯來體育台為例。
國立臺灣師範大學體育研究所碩士論文。
2、吳禮釧（2004），全球化潮流下美國國家籃球協會（NBA）發展及其在台灣
影響之研究。屏東師範學院體育學系碩士論文。
3、吳曉雯（2002），影響職棒球迷選擇支持球隊的因素及其與忠誠度、滿意度的
關係。國立體育學院體育研究所碩士論文。
4、李淑珍（1992），台北市大學生收看體育運動電視節目的動機與行為及相關因
素之研究。國立體育學院體育學系碩士論文。
5、林育賢（2006），中華職棒大聯盟球迷球隊認同模式之研究----以La new熊隊為例。台北市立教育大學體育學系碩士論文。
6、林建煌（20005），行銷管理第三版，華泰文化。
7、林建煌（2007），消費者行為第二版，華泰文化。
8、易善佑（1995），台北地區居民觀賞職業籃球比賽市場之區隔化研究。東吳大
學管理科學研究所碩士論文。
9、邱繡霞（2002），媒體運動的全球策略----以NBA在台灣發展為例。淡江大學
大眾傳播學系碩士論文。
10、周靈山（2002），大學生觀賞運動競賽節目之動機與行為。大專體育第59
期。
11、周靈山（2004），不同性別體育院校學生觀賞電視轉播之相關研究。吳鳳學
報第13期。
12、國民體育季刊135、142、145期。行政院體育委員會。
13、陳順宇（2005），多變量分析第四版，華泰書局。
14、許伸梓（2004），球迷對球隊屬性之認定與認同感及忠誠度之關連性分析----
以中華職棒大聯盟為例 。國立東華大學企業管理學系碩士論文。
15、張肇鐘（2005），明星球員與球團特性對球隊態度、滿意度及忠誠度之影響
----以中華職棒La New熊隊為例。國立政治大學國際貿易研究所碩士論文。
16、黃中皓（2006），職業棒球隊品牌權益衡量構面之建構。國立台灣體育學院
運動管理學系碩士論文。
17、程紹同（1999），Show Me The Money！美國運動產業介紹。廣告雜誌第97
期。
18、程紹同（1999），運動風雲2000。廣告雜誌第103期。
19、劉雅慧（2005），職棒球迷的球隊認同感對贊助企業品牌權益影響之研究----
以La New熊隊為例。朝陽科技大學企業管理研究所碩士論文。
20、鄭志富（2002），二十一世紀台灣運動產業之發展與挑戰。第二屆運動與休
閒國際研討會專題演講。
21、鄭坤來（2003），品牌聯想對品牌識別與品牌關係之影響----以中華職業棒
球大聯盟為例。逢甲大學企業管理研究所碩士論文。
22、戴翌茹（2004），職業運動球隊品牌聯想因素之探究----以中華職棒大聯盟統一獅與兄弟象為例。國立臺灣師範大學運動休閒與管理研究所碩士論文。
23、謝學儀（2003），中華職棒運動贊助效益之研究。銘傳大學管理科學研究所
碩士論文。
網路部份
1、 NBA官方網站：http://www.nba.com
2、 Sporting Goods Intelligence：http://www.sginews.com/sginews/index.html
3、 行政院體育委員會網站：http://www.ncpfs.gov.tw/
4、 運動產業觀測站：http://bloguide.ettoday.com/yaiwang/
5、 圓球城市：http://www.roundballcity.com/