本研究以Ajzen計畫行為理論為基礎，驗證「2013年第三屆世界棒球經典賽臺灣臺中市洲際棒球場觀眾觀賞行為模式」，並將運用SEM分析探討：行為信念、規範信念、控制信念、態度、主觀規範、行為控制知覺、行為傾向之關係。本研究以2013年3月2日至5日，觀賞2013年第三屆世界棒球經典賽臺灣臺中市洲際棒球場內571位觀眾為研究對象，先以「觀賞2013年第三屆世界棒球經典賽行為傾向問卷」來進行調查，再以描述性統計、結構方程模式進行分析。結論為：一、本研究模式具有不錯適配度；二、行為控制知覺對觀賞經典賽行為意圖影響最大，其次為態度，再其次為主觀規範。根據上述研究結果，本研究建議：免費提供高鐵站至球場往返之接駁車，來增加交通上的便利性；進而強化行為控制知覺，以提升觀眾觀賞意願。

The Ajzen theory of planned behavior (TBP) was applied to confirm the Taichung Intercontinental Baseball Stadium audience behavioral model for the 2013 Third World Baseball Classic (WBC). The study used structural equation modeling (SEM) to analyze the relationships among the behavioral beliefs, norm beliefs, control beliefs, attitudes, subjective norms, perceived behavioral control, and behavioral inclinations of audience members. The research data for this study were collected from 571 audience members who watched the 2013 Third WBC at Taichung Intercontinental Baseball Stadium on March 2-5, 2013 by using a convenience sampling method. The data obtained from the returned survey were analyzed using descriptive statistics and SEM. The results indicated that (a) the model exhibited a strong goodness-of-fit, and (b) perceived behavioral control exerted the greatest effect on behavioral intention when watching the WBC, followed by attitude and subjective norms. Based on the findings of this research, the researcher suggests that the hosts of the WBC provide free shuttle buses between baseball stadiums and high-speed rail stations to increase the convenience of transportation. This would enhance the viewers’ perceived behavioral control and ultimately increase their willingness to attend games.