本研究聚焦在「比賽不確定性(Game uncertainty，簡稱GU)」如何影響中華職棒2007-2016年的進場觀眾人數。研究結果不支持「結果不確定性假說」，並顯示球迷偏好觀賞結果確定性較高的比賽。然而進一步細究，會發現比賽不確定性在觀察期間內存在不一致影響，但在2012年之後，進場觀眾很明顯地不偏好比賽不確定性的賽事。
同時在2012年之後有部分賽事屬於球團長年屬地經營，而在這些賽事中，筆者觀察到比賽不確定性並不影響屬地經營的主場；對比非屬地經營的主場，觀眾則偏好看結果確定性高的比賽，特別是主場球隊贏球機率較高的球賽。其結果證實，在球團屬地經營之下，真的有超越勝負的感動。

This study focuses on how Game uncertainty(GU) affects stadium attendance in Chinese Baseball League(CPBL) from 2007 to 2016. The result indicates that UOH doesn’t be supported and it also reveals that fans prefer to join a game with high certainty. Furthermore, further study reveals that game uncertainty has an inconsistent effect during the observation period. However it’s obviously that fans don’t prefer a game with a high uncertainty outcome after 2012.
Simultaneously, some baseball club decided to operate on certain baseball stadium, such as Chengcing Lake and Taoyuan Baseball Stadium, for a long term. And the author employs a dummy variable(franchise) to distinguish these games. In the end, the author observes that there is no effect of game uncertainty in franchise games. On the other hand, fans in non-franchise game prefer to attend a game with high certain outcome. More precisely, fans prefer to join the game if home team has higher chance to win.

研究生學位論文審定書 i
誌 謝 ii
摘要 iii
Abstract iv
目錄 v
表次 vii
圖次 vii
1. 緒論 1
1.1研究背景與動機 1
1.2研究問題 5
2. 文獻回顧 6
2.1中華職棒總回顧 6
2.2比賽不確定性研究回顧 9
2.3個別比賽不確定性爭論點說明 11
2.4比賽不確定性之於中華職棒的研究回顧 13
2.5其他影響進場觀眾人數之因素 14
3. 研究方法 17
3.1研究對象 17
3.2資料來源 18
3.3資料蒐集與流程 20
3.4研究變數 21
3.5分析工具 28
4. 研究結果 30
4.1敘述統計及樣本概況 30
4.2分析結果 36
5. 結論與建議 48
5.1研究結論 48
5.2研究限制、建議與未來方向 49
參考文獻 50

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3.相關網站
中華職棒官方網站.《聯盟簡介》.Website: http://www.cpbl.com.tw/footer/structure.html
經理人雜誌. 看棒球賽，像是參加一場精彩的秀！Lamigo從慘澹經營到年收兩億的秘密.Website:
https://www.managertoday.com.tw/articles/view/51681
數位時代. 職棒Lamigo桃猿隊把自己變成平台，創造獲利藍海. Website:
https://www.bnext.com.tw/article/36226/BN-2015-05-11-203337-36