隨著近年來健康意識的抬頭與人們生活品質的追求，運動休閒產業的發展快速的成長，國內觀賞型運動也有龐大的產值。棒球被視為台灣國球，是國內討論度最高也最受國人歡迎的運動之一，然而其職業聯盟的發展，卻因為經歷了前幾年的假球事件、聯盟之間的惡性競爭而使得球迷失去信心，票房流失甚至乏人問津，近年來雖然透過聯盟的用心經營，使得球迷回流，但仍不見前幾年的棒球熱潮。
本研究以消費者購票進場，在觀賞完現場職業運動賽事之後，根據球團提供的比賽內容以及與球團進行的服務互動所感受到的體驗價值進行探究，深入探討球迷根據不同的體驗價值，會如何與球團之間進行關係品質的建立，進而影響後續的再進場意願與周邊產品購買意願的消費意圖。
本研究使用調查法，以觀賞過中華職棒大聯盟所舉行之現場球賽之球迷作為樣本對象，希望透過研究找出球迷欣賞完觀賞型運動之後所獲得的價值，提供給職業棒球的經營團隊，讓他們根據球迷的價值評估感受，進行行銷企劃的策略設計，並且根據體驗價值所影響的關係品質，透過關係滿意度與關係信賴感的建立與維持，讓球迷成為球隊長久經營的關鍵夥伴，提升球迷的再進場意願與周邊產品的購買意願，創造棒球的話題並提升營收。

With the growing health consciousness and the pursuit of high quality life in recent years, sports and leisure industry has grown rapidly. Spectator sports also have a great output value in Taiwan. Baseball is regarded as Taiwan’s national ball and is one of the most discussed and popular sports in Taiwan. However, the development Chinese Professional Baseball League has caused fans to lose confidence due to game-fixing scandal and vicious competition between leagues in previous years. All of these reasons cause the loss of box office and even lack of interest. Although fans have returned in recent years through the intention of the league, the baseball craze of previous years has not been seen.
This research explores the experience value felt by consumers after watching live professional sports events based on the game content provided by the ball team and the service interaction with the ball team.
This paper will discuss in depth how fans will establish relationship quality with the team based on different experience values. We will also explore the influence of these experiences on subsequent re-entry intentions and consumption intentions of peripheral product purchase intentions.
This research uses a questionnaire survey to target consumers who have watched live games held by the Chinese Professional Baseball League. Through the research, we hope to find out the value that fans have gained after watching sports. Then, we provide it to the professional baseball management team, so that they can design marketing strategies based on the fans’ experiential value. Besides, through the establishment and maintenance of relationship satisfaction and relationship trust, fans will become the key partners of the team’s long-term management. It increases fans’ willingness to reenter and purchase peripheral products, creating a topic of baseball and increase revenue.

目錄
論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機及研究問題 3
第三節 研究目的 6
第貳章 文獻回顧 7
第一節 價值理論 7
第二節 消費者體驗價值 8
第三節 運動賽事體驗價值 13
第四節 關係品質模式 19
第五節 運動消費行為 23
第參章 研究假說 25
第一節 研究架構 25
第二節 觀賞型運動體驗價值與關係品質之關係 26
第三節 關係品質與運動消費行為之關係 31
第四節 觀賞型運動透過關係品質影響運動消費行為 33
第五節 關係品質中介效果對於運動消費行為之強度比較 35
第肆章 研究方法 37
第一節 變數操作型定義與衡量 37
第二節 研究對象 44
第三節 統計分析方法 44
第五章 統計分析 45
第一節 研究樣本敘述性統計 45
第二節 模型配適度檢驗 47
第三節 信度與效度分析 47
第四節 假說驗證 51
第五節 小結 60
第六章 結論與建議 68
第一節 研究發現與討論 68
第二節 理論貢獻 72
第三節 實務意涵 73
第四節 研究限制與未來研究方向 74
參考文獻 76
附錄 問卷 89

 
圖目錄
圖1-1 中華職棒歷年進場總人數 2
圖3-1 研究架構圖 25

表目錄
表2-1 策略體驗模組分類表 9
表2-2 體驗價值分類 11
表2-4 觀賞型運動中體驗價值的分類 16
表4-1 體驗價值衡量題項 38
表4-2 關係品質衡量題項 40
表4-3 再進場意願衡量題項 41
表4-4 周邊產品購買意願衡量題項 42
表5-1樣本敘述性統計 46
表5-2模型配適度分析表 47
表5-3信效度分析表 48
表5-4相關係數矩陣 50
表5-5本研究之標準化係數與P值彙整 53
表5-6本研究中介路徑分析表 57
表5-7本研究中介路徑比較分析表 60
表5-8本研究假說推論彙整表 66

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