This study was intended to offer objective and systematic data to establish a distinguishable marketing strategy examining a structural relationship between motivation of professional baseball spectators and their future consumption behavior. A questionnaire was used for the study and spectators in Daegu baseball stadium were set up as population. 500 males and females over 15 years old were selected for stratified cluster random sampling. They should answer the questionnaire by self-administration method. After insincere answers or answers that had omitted some information and were out of normality were excluded, valid samples of total 489 spectators, who were 323 males and 166 female(97.8%), were extracted and used for the final analysis.