A Study on Factors Affecting Fans’ Identification and Involvement of Professional Baseball Team in Taiwan

This study explores fans’ identification and enduring involvement of professional baseball in Taiwan; it discusses the research objectives through investigating the relationships with different demographic variables of the subject, such as age, gender, marital status, educational attainment, parenthood status, and monthly income, by the application of questionnaire survey approach. The investigation has been conducted since 2011; during the progress, a total of 617 valid questionnaires are obtained. After processing data analysis involving descriptive statistics, t-test, one-way ANOVA, and correlation analysis, the study retrieves the following results: 1. There are significant differences of fans’ marital status in Image Identification factor and Altitude Identification; 2. There are significant differences of fans’ parenthood status in Image Identification and Altitude Identification; 3. There are significant differences of fans age in Identification which includes Image Identification factor, Altitude Identification factor, Team Identification factor, Team Involvement factor, and By-product Involvement factor; 4. There are significant differences in fans’ educational attainment in identification, includes Image Identification factor, Altitude Identification, Team Identification factor, and Product Involvement factor; 5. There are significant differences of fans’ monthly incomes in identification, includes Image Identification factor, Altitude Identification factor, Team Identification factor, and By-product Involvement factor. In addition, the Image Identification factor, Altitude Identification factor, Team Identification factor, Team Involvement factor, and By-product Involvement factor are influential to one another, respectively.