體驗型態對超級籃球聯賽球迷體驗滿意與忠誠度影響之研究

Influence of experiential types on fan's experiential satisfaction and loyalty for Super Basketball League

目的：建構體驗型態對現場球迷體驗滿意度及忠誠度關係之模型，探討透過體驗媒介（experience providers，ExPros）所形成的五種現場體驗型態，如何影響超級籃球聯賽（Super Basketball League， SBL）球迷現場觀賽的滿意，進而鞏固球迷的忠誠度。方法：根據理論建構出體驗型態、體驗滿意及球迷忠誠度之關係結構，以便利抽樣法於第七季SBL例行賽現場觀眾中抽取200位有效樣本進行問卷施測，透過結構方程模式（structural equation modeling，SEM）分析，驗證理論模式之適配性，並分別探討球迷的五種體驗對其體驗滿意與忠誠度的影響。結果：四種體驗（行動體驗除外）與體驗滿意呈現正向顯著的因果關連；體驗滿意在四種體驗與忠誠度間扮演重要的中介角色；行動體驗會直接影響忠誠度的形成。結論：本研究利用結構方程模式分析，不僅可改善一般線性迴歸無法清晰描述模式各變項間結構關係的缺點，提供理論觀點與實務應用之適配，更有助於SBL行銷人員瞭解球迷體驗滿意與忠誠度的形成路徑，進而透過體驗媒介發展出合適的行銷策略以形成五種體驗型態，以留住忠誠的球迷。Purpose: This study aimed at constructing a causal model to explore the impacts of five types of experiences formed by the experience providers (ExPros) on experiential satisfaction and fan's loyalty for Super Basketball League (SBL). Methods: The theoretical structure relationship among the five Strategic Experiential Modules (SEMs), the formative paths of experiential satisfaction and fan's loyalty were established by the theoretical framework of experiential marketing. There are 200 valid respondents collected from the regular games of 2010 season via a convenience sampling method. The study used structural equation modeling (SEM) that allowed for the simultaneous estimation and testing of the relationship of five SEMs, experiential satisfaction and fan's loyalty. The goodness of fit and the accuracy of the measures for the conceptualized structure model were also identified. Results: Based on these results of SEM analysis, we found there were the strong relationships between four experiences and experiential satisfaction with standardized regression coefficients except for act experience, and experiential satisfaction played a significant mediating role between four experiences and loyalty. However, only act experience had the directly impact on fan's loyalty. Conclusion: The proposed structure model was not only able to offer the theoretical and methodological insight into the application of experiential marketing for spectator sports, but also to help the SBL marketing counselors who were worrying about how to retain the loyal fans by realizing the formative path of fan's experiential satisfaction and loyalty, and further to develop appropriate marketing strategies through the combination of SEMs and ExPros for on-the-spot fans.