這項研究旨在探討中華職業棒球聯盟球迷的動機和忠誠度之間的關係。研究使用樂天桃猿和統一獅兩隊作為研究對象，並提出四個假設，分別探討球迷動機對主題日參與度之影響、主題日參與度對態度忠誠度與行為忠誠度之影響、球迷動機對態度忠誠度與行為忠誠度之影響，以及主題日參與度在球迷動機及態度忠誠度與行為忠誠度之間的關係。隨著主題日活動逐漸成為各球團行銷的核心重點，球迷的動機、主題日參與度及其與忠誠度之間的關係也變得越來越重要。本研究以量化研究方法，利用問卷調查方式搜集資料，開發了一份調查問卷。受試對象為參與統一獅或樂天桃猿主題活動之球迷，共發放450份問卷，回收有效問卷438份。研究結果顯示，主題日參與度在動機與忠誠度之間有部分中介與完全中介效果，顯示主題日參與度對忠誠度的提升具有顯著影響。研究結果可提供中華職棒各球團在行銷策略上的參考，建議各球團應繼續積極拓展和行銷主題日相關的活動設計，以確保球團營運的穩定發展，吸引更多球迷進場。

This research aims to investigate the relationship between fan motivation and loyalty within the context of the Chinese Professional Baseball League. The study focuses on the teams Uni-President Lions and Rakuten Monkeys, presenting four hypotheses that delve into the effects of fan motivation on theme day participation, the influence of theme day participation on attitudinal and behavioral loyalty, the impact of fan motivation on attitudinal and behavioral loyalty, and the role of theme day participation as a mediator between fan motivation and attitudinal as well as behavioral loyalty. As theme day events progressively take center stage in sports marketing strategies of various teams, the dynamics between fan motivation, theme day participation, and loyalty have grown increasingly significant. Employing a quantitative research approach, this study collected data through questionnaire surveys and developed a comprehensive survey instrument. The participants consisted of fans who attended theme day events for either the Uni-President Lions or Rakuten Monkeys, with a total distribution of 450 questionnaires and 438 valid responses. The findings reveal that theme day participation exhibits both partial and complete mediating effects between motivation and loyalty, highlighting its significant impact on loyalty enhancement. The study results offer valuable insights for the marketing strategies of Chinese Professional Baseball League teams. It recommends that teams continue to actively expand and market theme day-related event designs to ensure stable development and attract a larger fan base.

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