近年觀賞運動比賽風氣漸漸回溫，不論是國內或國外球隊，不管是棒球或籃球，會有這些球隊的誕生，最大的功勞無非是背後的母企業，這些母企業創造了這些球隊，球隊經費來源除了由母企業供應外，另外就是透過比賽門票的收入，而近幾年來球隊周邊的商品行銷逐漸崛起，印有球隊商標的商品在路上隨處可見，甚至商品收入直逼原本的門票收入。本研究目的在球隊品牌及品牌識別是否會提升消費者的購買意願，以及球隊品牌、品牌識別與購買意願三者之間的關係為何。本研究採取問卷調查法，回收有效問卷162份，資料以SPSS及AMOS、PLS作為分析工具。研究結果發現：(一)球隊品牌會正向影響消費者購買該球隊產品或服務的意願。(二)球隊品牌會正向影響對該球隊品牌之識別。(三)品牌識別會正向影響消費者對於其球隊產品或服務的購買意願。根據本研究結果供體育主管機關、民間企業、球隊商品銷售部及未來學術研究者之參考。

In recent years, the trend of watching sports games has gradually returned. Whether it is a domestic or foreign team, whether it is baseball or basketball, there will be the birth of these teams. The biggest achievement is nothing more than the parent enterprises behind them. These parent enterprises have created these teams In addition to being provided by the parent enterprises, the team’s funding source is the income from the game tickets. In recent years, the marketing of merchandise around the team has gradually risen. The merchandise printed with the team’s trademark is everywhere on the road, and even the merchandise income is approaching original tickets’ income. The purpose of this study is whether the team brand and brand identification will increase consumers' purchase intentions, and what is the relationship between the team brand, brand identification and purchase intentions. In this study, a questionnaire survey method was used to retrieve 162 valid questionnaires. The data was analyzed using SPSS and PLS. The results of the study found that: (1) The team's brand will positively affect consumers' purchase intentions to the team's products or services. (2) The team's brand will positively affect the identification of the team's brand. (3) Brand identification will positively affect consumers' purchase intentions to the team's products or services. The results of this study are for reference by sports authorities, private companies, team merchandise sales departments, and future academic researchers.