臺灣運動心理學報 民 109，20 卷，3 期，P21 - 41
Purpose: This study employed social identity as a key theory to explain the impact of baseball fans' perception of identity on identification, and loyalty behavior to team. The mediation role of identification to team was investigated. In addition, team image was tested as a moderator of the moderated mediation model. Method: Utilizing a survey in the Chinese Professional Baseball League (CPBL) fields, a sample of 474 valid questionnaires reported by CPBL fans was collected. The moderated mediation model was examined using robust data analytic techniques via bootstrapping. Results: The results indicated that identification to teams mediated the relationship between identity perception and loyalty behavior to team, especially the mediation was stronger when team image was high while weaken when team image was low. Conclusion: In sum, cultivating similar and unique team identities to fans should be the right direction for team and fans management in order to improve fans' loyalty behavior. Moreover, team image is an important factor for a sustainable operations of baseball teams. The limitations of this study and future research are discussed.