壹、中文部分
王之弘(民80)，職棒市場區隔與消費行為之研究，東海大學企管研究所。朱珮忻(民91)，從消費者觀點分析企業運動贊助效果，國立台灣大學國際企業研究所
吳明隆(民92)，SPSS統計應用學習實務－問卷分析與應用統計，知城數位
科技股份有限公司。
吳曉雯(民91)，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。
吳靜芳、劉典嚴、謝惠娟(民92)，消費者行為，普林斯頓國際有限公司。
李永年(民87)，商品品質與服務品質對顧客滿意度及忠誠度之影響－以加
油站為例，國立政治大學企業管理研究所。
李嘉文(民91)，贊助高中籃球聯賽對NIKE品牌權益影響之研究，國立台灣
師範大學運動休閒與管理研究所。
沈易利(民88)，台灣省民休閒運動參與動機與阻礙因素之研究，國立台灣
體育學院學報，第4期，319-369頁。
林千源(民84)，兄弟象棒球隊消費者行為之研究，國立台灣師範大學體育研究所。
林千源(民92)，以觀賞動機為主軸探索棒球運動在台灣社會中之角色，大
專體育，第64期，40-47頁。
林仁和(民90)，商業心理學，揚智出版社。
林生傳(民85)，教育心理學，台北，五南書局。
林佳樺(民92)，中日戰逾836萬人次收看，蘋果日報D1版，中華民國92年
11月8日。
林建煌(民91)，消費者行為，智勝文化事業有限公司。
林靈宏(民83)，消費者行為學(初版)，台北，五南圖書。
施致平(民87)，體育運動、媒體與觀眾參與行為相關研究－以中華職棒聯
盟後援會會員為例，國立台灣師範大學體研所。
施致平(民91)，台灣職棒民眾意見現況調查研究，體育學報，第33期，165-173頁。
洪文宏(民89)，消費者態度對企業贊助效益影響之研究-以亞洲盃棒球賽
為例，國立成功大學企業管理研究所。
范文偉(民82)，休閒產業經營之關鍵成功因素分析－以台灣職業棒球業為
實證，國立台灣大學商學研究所。
高正源(民91)，棒球好手該不該放洋，國民體育季刊，第31卷，第2期，
82-85頁。
張士哲(民83)，職業棒球市場區隔與球團形象定位之研究，國立台灣科技
大學管理技術研究所。
張春興(民78)，教育心理學，台灣東華書局股份有限公司。
張聰明(民85)，國內職棒、職籃市場中大專生之購買動機、潛在性需求與
生活型態之探討－以台北、台中及台南地區為例，國立成功大學工業
管理研究所。
張簡憶如(民85)，國民小學組織氣氛與教師工作動機關係之研究，台北師
範學院國民教育研究所碩士論文。
莊旻潔(民91)，群體規範、認知、認同對產品態度與忠誠度的影響－以青
少年之偶像崇拜行為為例，國立政治大學國際貿易研究所。
陳秋蓉(民90)，國民小學家長參與學校義工工作的動機和滿意度研究，台
北市立師範學院國民教育研究所碩士論文。
陳順宇(民89)，多變量分析(二版)，華泰書局。
葉日武(民90)，消費者行為－建立行銷策略，第8版，台北縣前程企業管
理有限公司。
路君約(民62)，心理學，台北，中國行為科學社。
廖春文(民84)，廿一世紀教育行政領導理念，台北，師大書苑。
趙政諭(民89)，公營與公辦民營職棒球場現場觀眾顧客滿意度之比較研究
－以台北、台南球為例，國立師範大學體育研究所。
劉美稚(民88)，台灣職業棒球消費行為研究，國立政治大學廣告研究所。鍾志強(民81)，職業棒球球迷俱樂部消費者行為之研究，國立體育學院體
育研究所。
韓大衛、郭正煜(民81)，籃球運動代表隊參與動機之研究，91年度體育學
術研討會專刊，153-160頁。
簡茂發、楊國樞、文崇一、吳聰賢、李亦園(民82)，社會及行為科學研究
法上冊，第13版，東華書局。
貳、英文部分
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參、網站部分
中華職棒大聯盟網站，www.cpbl.com.tw。
經建會【行政院經濟建設委員會】(民91)，www.cepd.gov.tw。
周立祥(民91)，全球化後－台灣體育產業如何吸金，新台灣新聞周刊，
iwebs.url.com.tw/main/html/newtaiwan/1398.shtml。
彭誠浩(民89)，中華民國棒球協會官方網站，www.ctba.org.tw。
藍宗標、孔令琪(民92)，總冠軍戰讓象牛兩隊賺進大把鈔票，聯合新聞
網， tw.news.yahoo.com/2003/10/19/sports/udn/4318475.html。