目的：本研究檢驗台灣職業籃球大聯盟2024-2025賽季現場觀眾的體驗行銷、顧客滿意度與球迷忠誠度間之結構關係，探究體驗行銷策略及顧客滿意度對球迷忠誠度的影響。方法：研究採用問卷調查法，於2025年3月5日至3月9日期間，以便利抽樣方式針對五場比賽各發放100份問卷。經回收整理後獲得有效問卷475份，有效回收率達95.0%。運用Smart PLS 4.0統計軟體進行結構方程模式分析，檢視體驗行銷、顧客滿意度與球迷忠誠度之間的路徑關係。結果：研究模型的各項統計指標顯示具備良好的收斂效度、區別效度及整體模型適配度。路徑分析結果顯示：一、體驗行銷對球迷忠誠度具有顯著正向影響(路徑係數=0.192，t值=2.633)；二、體驗行銷對顧客滿意度呈現顯著正向影響(路徑係數=0.612，t值=16.483)；三、顧客滿意度對球迷忠誠度亦具顯著正向影響(路徑係數=0.554，t值=6.458)，成功驗證本研究所提出的三項研究假設。結論：基於研究發現，本文提出實務建議，以作為台灣職業籃球大聯盟提升賽事體驗、增進顧客滿意度及強化球迷忠誠度之參考，並為後續相關研究提供實證基礎。

Purpose: This study was intended to examine the structural relationships among live audience experience marketing, customer satisfaction, and fan loyalty in the Taiwan Professional Basketball League (TPBL) during the 2024-2025 season, and to investigate the impact of experience marketing strategies and customer satisfaction on fan loyalty. Methods: In this study, a questionnaire-based approach was utilized and convenience sampling was used to distribute 100 questionnaires per match at five designated matches between March 5 and March 9, 2025. After collecting, 475 effective questionnaires were obtained, with an effective collection rate of 95.0%. A statistical software Smart PLS 4.0 was used to analyze the structural equation model and examine the path relationships among experience marketing, customer satisfaction, and fan loyalty. Results: The statistical indicators of the study model showed good convergence validity, discrimination validity, and overall model fitness. The results of path analysis showed that: (1) experience marketing has a significant positive impact on fan loyalty (path coefficient =0.192, t value = 2.633). (2) Experience marketing has a significant positive impact on customer satisfaction (path coefficient =0.612, t value =16.483). (3) Customer satisfaction also has a significant positive impact on fan loyalty (path coefficient =0.554, t value =6.458). These results successfully verified the three assumptions proposed in this study. Conclusion: Based on the findings of the study, practical suggestions are proposed in this study as a reference for the Taiwan Professional Basketball League to enhance the match experience, improve customer satisfaction, and strengthen fan loyalty, providing an empirical basis for subsequent related studies.

結構方程模式

structural equation modeling