近年來，代言人做為一個新穎的行銷手段，其研究在各商業領域皆已臻成熟，但對於體育學界，關於運動代言人與廠商契合性的研究仍有待深入探討。鑒此，本研究目的為探討運動認同、運動員認同與贊助商認同對於中華職棒(CPBL)支持者消費行為意圖的影響，並以運動員與贊助廠商一致性做為中介變項。本研究採用問卷調查法，以立意抽樣方法收集492份問卷，資料分析方法採結構方程模式，並以LISREL8.80版進行統計分析，探討運動認同、運動員認同、贊助廠商認同、運動員與贊助廠商一致性與消費者行為意圖直接與間接的影響關係。研究結果發現：(一) 運動認同、運動員認同以及贊助廠商認同對於消費者行為意圖有直接的正向影響效果，顯見消費者的認同感越高，越容易影響其對行為意圖。(二) 運動員與贊助廠商一致性對於消費者行為意圖有直接的正向影響，表示消費者對於運動員與贊助廠商一致性的知覺程度越高，越容易影響其消費者之行為意圖。(三) 運動員與贊助廠商形象一致性部分中介運動認同，運動員認同以及贊助廠商認同對其行為意圖的影響，代表消費者在認同的過程中對於一致性的感受於其行為意圖的增強或是改變會產生影響。最後，根據研究結果提供理論與實務建議，做為職棒經營者與未來研究之參考。

This research analyzes the effects of sport identification, athlete identification and sponsor identification as predictors of CPBL spectator behavioral intention, while using athlete and sponsor fit as a mediating variable to test the relationship between identification and behavioral intention. This research hypothesizes the fit impact of identification on consumer behavioral intention, which has a partial mediation effect. Purpose: This research aims to clarify that athlete and sponsor fit will mediate the relationship between sport identification, athlete identification, sponsor identification, and consumer behavioral intention. Method: This study utilized survey research and purposive sampling to collect the data. The collected sample was 492 spectators. The statistical technique of structural equation modeling (SEM) was used in the data analysis. The analyses were conducted using SPSS 18.0 and LISREL 8.80 to test the hypothesized research model. The results showed that first, sport identification, athlete identification and sponsor identification have direct effects on consumer behavioral intention; second, athlete and sponsor fit have direct effects on consumer behavioral intention; third, athlete and sponsor fit have partial mediation effects on consumer behavioral intention. Suggestions and implications are provided for professional teams and future studies.

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