綜觀國內外體壇，雖然負面新聞的發生時有所聞，但卻絲毫沒有減低球迷對球隊或球員的熱情，贊助廠商也不會因此而停止對他們的贊助，這些行為與一般對負面口碑的研究似乎是不搭的，因此引發本研究動機。在討論這個問題前，本研究會先將過去已被證實會影響運動贊助的前置因素（休閒效益、運動涉入、球隊認同）加以整合，再將口碑因素加入以探討負面口碑的影響，探討為何負面消息不會降低球迷的熱情。

本研究依據Gwinner & Swanson (2003)的設計編製成研究問卷，並在一次的棒球運動賽事上蒐集問卷，藉由PLS進行分析。研究結果顯示這些前置因素有助於預測運動贊助的效益，研究結果也再次證實了過去學者的研究，此外，研究也發現口碑具有中介運動涉入與球隊認同的效果，意外的是正面口碑與負面口碑都對球隊認同具有正向的顯著影響，亦即負面口碑的作用在此並未發生，因此負面口碑的出現不會降低球迷的球隊認同。

Looking over the domestic and international sports circle, despite the occurrence of negative news, the fans did not reduce the enthusiasm to the teams or players. Similarly, sponsors didn’t stop their support to them. This phenomenon does not go with the study of negative word-of-mouth, and therefore leads to the motivation for this study. Before we discuss the question, this study will integrate the previous-proven antecedents (leisure benefit, sports involvement, team identification) for predicting sport sponsorship. And then we add the influence of word-of-mouth to explore why the negative word-of- mouth did not reduce the enthusiasm of fans.

The questionnaire was compiled based on Gwinner & Swanson (2003) . Data was collected in a baseball game and analyzed by PLS. The result confirmed that the investigated antecedents may aid in predicting the effectiveness of sports sponsorship, and it is also consistent with the sport sponsorship literature we investigate. In addition, we found that word-of-mouth acts as a mediator between sport involvement and team identification. Surprisingly, positive word-of-mouth and negative word-of-mouth are both positive significant effects on team identification. It means that negative word-of-mouth does not work. Therefore, negative word-of-mouth will not reduce fan’s team

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