本研究目的在探討高中籃球聯賽(HBL)現場觀眾觀賞動機、賽會認同感、觀賞滿意度、與賽會忠誠度之關係，並分析觀眾人口統計變項在研究變數上是否具有顯著差異。研究方法採問卷調查法蒐集資料，針對參與我國第31屆HBL高中籃球聯賽複賽及決賽之現場觀眾進行隨機抽樣調查，總計發出550份問卷，回收有效問卷513份，有效問卷回收率為93.3%，資料分析採用典型相關、t檢定及單因子變異數分析法進行之。
　　研究結果顯示：觀賞動機與賽會認同感、觀賞滿意度、及賽會忠誠度皆有顯著相關；賽會認同感與觀賞滿意度及賽會忠誠度有顯著相關；而觀賞滿意度則與賽會忠誠度有顯著相關。在人口統計變數方面，「教育程度」、「運動習慣」與「籃球運動頻率」在觀賞動機上有顯著差異；「籃球運動頻率」在賽會認同感上有顯著差異；「性別」、「年齡」、「教育程度」、「運動習慣」與「籃球運動頻率」在觀賞滿意度上有顯著差異；「教育程度」與「籃球運動頻率」在賽會忠誠度上有顯著差異。本研究最後將針對上述研究發現提出討論與建議。

　　The purpose of this study is to explore the relationship among HBL spectators’ participative motivation, game identification, participative satisfaction, and game loyalty. The subjects of this study are spectators Taiwan 31 HBL. A total of 550 questionnaires were sent out and 513 valid questionnaires were received. The response rate of valid questionnaires was 93.3%. The canonical analysis, T test, and one-way ANOVA were used to analyze the collected data.
　　The results show as follows: First, the significant correlation between participative motivation, game identification, participative satisfaction, and game loyalty are obtained. Second, in terms of demographic, spectators of different academic background, exercise hobbit, and basketball play frequency are significant in participative motivation; spectators of different basketball play frequency is significant in game identification; spectators of different sex, age, academic background, exercise hobbit, and basketball play frequency are all significant in participative satisfaction; spectators of different academic background, and basketball play frequency are significant in game loyalty. Finally, conclusion and suggestion are discussed.