本研究旨在探討超級籃球聯賽(SBL)現場觀眾體驗品質對體驗滿意度及忠誠意願之影響關係。研究者針對民國97年3月3月14日、15日及16日於新莊體育館所舉行之例行賽,採用立意抽樣的方式共抽取500名現場觀眾進行問卷調查,回收之有效問卷為412份。資料處理方法為描述性統計、多元迴歸分析及路徑分析。研究結果發現:一、SBL現場觀眾之體驗品質對體驗滿意度具有直接正面影響,而對忠誠意願亦具有直接正面影響並通過體驗滿意度之中介而具有間接正面影響。二、體驗滿意度對忠誠意願具有直接正面影響。三、SBL現場觀眾的「感官體驗」、「情感體驗」、「服務體驗」等體驗品質構面對體驗滿意度具有直接正面的影響。四、SBL現場觀眾的「情感體驗」、「感官體驗」、「情緒體驗」及「沉浸體驗」等體驗品質構面對忠誠意願具有直接正面的影響。
The purpose of this study was to examine the effect of the Super Basketball League spectators' experience quality toward experience satisfaction and loyalty intention. The researcher self-designed questionnaire was administered to 500 spectators at the super basketball league games held on March 14th, 15th, and 16th in 2008. Samples were selected by purposive sampling method. This study adopted descriptive analysis, multiple regression analysis, and path analysis for data analysis. The results of this study were as followed: 1. Experience quality of SBL spectators could directly influence their experience satisfaction positively. Besides, it also could directly and indirectly influence their loyalty positively. 2. Experience satisfaction of SBL spectators could directly influence their loyalty intention positively. 3. The dimensions of experience quality, sense experience, feel experience, and service experience could directly influence their experience satisfaction positively. 4. The dimensions of experience quality, feel experience, sense experience, emotion experience and immersion experience could directly influence their experience satisfaction positively.