陳美燕Chen, Mei-Yen梁瑞昕Liang, Jui-Hsin2022-06-082021-02-182022-06-082021https://etds.lib.ntnu.edu.tw/thesis/detail/657072a7c86964d4f99dd7b22343decf/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/117753在高度開發的社會與經濟繁榮的國家，促進職業運動的形成與發展，職業運動在歐、美以及日本等國家，對經濟帶來相當的利益與貢獻，2017年臺灣組成寶島夢想家純職業籃球隊加入東南亞職業籃球聯賽（ASEAN Basketball League，以下簡稱ABL），在2018-2019賽季主場開幕當周兩場賽事共吸引1萬1,200位觀眾，更突破新台幣400萬的營收，為臺灣職業籃球帶入新里程，而職業運動最重要的即是觀眾，觀眾的支持是職業運動發展的重要因素。本研究以ABL 2019-2020賽季臺灣觀眾作為研究對象，以瞭解觀眾之觀賞動機、體驗行銷對再購意願之情形，本研究採立意抽樣，於社群平台上發放問卷，有效問卷為237份，問卷回收率為82.5%，其研究工具包含觀賞動機量表、體驗行銷量表、再購意願量表與個人基本資料問卷，問卷以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析及階層多元迴歸分析進行資料處理與分析。研究結果發現觀眾之觀賞動機呈現中度同意（4.22），體驗行銷呈現中度同意（4.26），再購意願項中呈現中高度同意（4.58）。再者，在不同門票可接受價格、有關看電視轉播、有購買周邊商品之觀眾在觀賞動機、體驗行銷及再構意願上有顯著差異性。另，觀賞動機「我隊」、體驗行銷「感官」及「情感」對再購意願上有顯著的預測力，因此，本研究建議球隊可針對門票價格較低之觀眾加強體驗行銷之體驗感，並透過屬地主義之主場經營，提升球迷觀賞動機及體驗行銷之滿意度，進而增加再次進場觀看及推薦他人之行為，以達球團永續經營之目的。There is substantial interest in the promotion of professional sports in developed countries. Professional sports in Europe, the United States, Japan, and other countries have been shown to hold benefits, including significant economic contributions. In Taiwan in 2017, the treasure island dreamer pure professional basketball team was formed. The team joined the ASEAN Basketball League (hereinafter referred to as ABL) and attracted 11,200 spectators over two games in the opening week of the 2018 – 2019 season. The team has since generated over NT$4 million in revenue. The creation of the team marked a significant milestone. One of the most important aspects of professional sports is the potential to attract large numbers of spectators. Spectators play an important role in the development of professional sports. This research uses data from the ABL 2019 – 2020 season with a focus on Taiwanese spectators. The study aims to improve the understanding of viewing motivation, marketing experience, and repurchase willingness among spectators. The methodology includes intentional sampling and the use of questionnaires, which were distributed on social media platforms. A total of 237 valid questionnaires are obtained. The recovery rate of the questionnaire was 82.5%. The questionnaires incorporated an appreciation motivation scale, an experiential sales scale, a repurchase intention scale, and a personal basic information section. The questionnaire provided data from which descriptive statistics were generated, and an independent sample t-test, single-factor analysis of variance, Peel Correlation analysis of forest product difference, and multivariate regression were performed. The results found that the viewing motivation of the audience showed moderate consent (4.22), the experience marketing showed moderate consent (4.26), and the re-purchase intention showed medium high consent (4.58). Moreover, significant differences are identified in terms of viewing motivation, marketing experience, and repurchase willingness of viewers when tickets for TV broadcasts and purchasing peripheral products vary. In addition, the viewing motivation supported by the notion of following “my team” and emotional factors connected to the marketing experience are found to have significant predictive power on repurchase intentions. Taken together, the results of this research suggests that a team can enhance the marketing experience for spectators by lower ticket prices. This can be achieved through efficient home venue management, which seeks to enhance the motivation and satisfaction of spectators. Additionally, initiatives that increase the tendency of spectators to return and recommend the experience to others are equally valuable in the pursuit of sustainable management of a sports team.東南亞職業籃球聯賽職業運動消費者行為行銷策略ASEAN Basketball Leagueprofessional sportsconsumer behaviormarketing strategy學術論文