本研究針對國內籃球運動超級籃球聯賽 (SBL) 現場的球迷,利用三種不同的訊息做為操弄因子以觀察球迷的情緒反應,進而檢視後續的購買意圖與行為。主要研究目的是利用不同訊息對運動賽會之現場球迷進行三種不同訊息因子的操弄,針對情緒反應探討後續對賽會與產品的購買意圖,並觀察涉入程度是否為調節變數影響球迷後續的意圖與行為表現。研究方法將採用描述性統計、單因子變異數分析、單因子多變量變異數分析、邏輯迴歸、集群分析、驗證性因素分析、結構方程模式。結果顯示,一、本研究虛擬設計訊息確實能有不同的效果存在,而不同的訊息會造成球迷有不同的情緒反應;二、球迷的情緒反應會因不同訊息的刺激而有不同,且在接受球隊的宣傳項目、再次觀賞賽事的意願與產品購買意圖上有顯著的關聯性;三、在涉入程度為調節變數未達顯著水準;四、球迷後續對產品的購買意圖會因不同的訊息所產生的情緒反應有顯著的影響。
The purpose of this study was focus on the Super Basketball League (SBL) of the domestic basketball scene, and develop three different messages as the manipulation of the factors in order to observe the emotional reaction of the fans, then view subsequent purchase intentions and behavior. The main aim is to use a different message to the fans of sports events, the manipulation of the factor of three different messages for the emotional reaction to explore the sports events and product purchase intentions, then to observe the involvement moderator fans subsequent intentions and behavior performance. Research methods will be used descriptive statistics, single factor analysis of variance, single factor multivariate analysis of variance, logistic regression, cluster analysis, confirmatory factor analysis and structural equation modeling. The results showed that, first the virtual design of the message can indeed have different effects, different messages factors will cause the fans to have a different emotional reaction. Second, the emotional reaction of the fans due to the factor stimulation of different messages and different, and to accept the team's publicity projects, once again watch a significant impact on the will of the events and product purchase intention. Third, adjust the variable part of the involvement is not significant. Fourth, the emotional response follow-up fans of the product purchase intent due to the different messages factors have a significant impact.