The major purpose of this study was to examine the relationships between personal values and spectator sport consumption behavior. Using existing 77 value measures, a pilot survey was conducted to identify personal values which were considered more relevant to spectator sports (28 emerged). A main study was conducted that utilized a questionnaire with the 28 value measures and 6 modes of spectator sport behavior. The questionnaire was distributed to students enrolled in a university of Taiwan (n = 282). The data were analyzed using stepwise multiple regression. The modes of sport spectator behavior ranked the highest were: watching sports on TV, reading about sports on newspapers or magazines, talking about sports, and watching sports on the Internet. For watching sports on TV, four values were significant predictors based on the results of the stepwise estimation. Respondents who emphasized the values WARM RELATIONSHIPS WITH OTHERS and SUCCESSFUL consumed sports on TV; however, respondents who rated the values EQUALITY and CREATIVITY as important in their daily life tended not to consume sports on TV. For talking about sports, two independent value variables were significant: AMBITIOUS (positive) and SENSE OF BELONGING (negative). For watching sports on the Internet, two value variables were significant: SUCCESSFUL (positive) and SENSE OF BELONGING (negative).