體驗式行銷在這幾年來似乎已經慢慢成為行銷學中一股新的勢力，傳統單純對於個別商品的行銷，已經慢慢不能滿足消費者，取而代之的，是一種「綜合式」的體驗感受，這種在器官、思考、關聯、互動、服務與情感上的整合策略，在學者Pine II、Gilmore和Schmitt一系列的相關研究下，被證實是能有效提升消費者的滿意度及忠誠度。
本研究係參考 Schiffman ＆ Kanuk（2000）所提出的「三階段消費者決策過程」之模式，再加上 Schmitt（1999）在『體驗行銷』一書中所提出的體驗行銷模型為整篇研究的概念基礎，並針對超級籃球聯賽的產業特性做適度修正，並以實際體驗過超級籃球聯賽的消費者為研究對象，以發放問卷的方式，來探求這些消費者心中認知在球賽過程中，關於體驗要素對體驗滿意度與口碑傳播行為之影響。本研究總共回收了208份有效問卷，並在相關的統計數據分析後，得到如下之結論：
1.超級籃球聯賽使用促銷誘因，對於消費者採取實際體驗行為有正向影響。
2.消費者的個人興趣，對於消費者採取實際體驗行為有正向影響。
3.參考群體提供的意見，對於消費者採取實際體驗行為有正向影響。
4.超級籃球聯賽現場觀眾的正面體驗，對滿意度具有正面影響。
5.超級籃球聯賽現場觀眾的正面體驗，對口碑傳播行為具有正面影響。
6.消費者滿意度的高低，會影響其口碑傳播的行為。
7.觀賽動機的各子構面，會透過體驗要素對滿意度具有正面影響。
8.觀賽動機的各子構面，會透過體驗要素對口碑傳播行為具有正面影響。

Experiential marketing has been the new force in the field of marketing for past several years, while traditional marketing which focuses on single product can no longer satisfy nowadays customers. Instead, it is “comprehensive marketing”, the strategy that resorts to personal experiences through integrating organ, thinking, interrelation, interaction, service, and emotion, that rocks this industry. A series of relevant studies by scholar Pine II, Gilmore and Schmitt suggest that “experiential marketing” can effectively and efficiently improve the satisfaction and loyalty of numerous consumers.
This thesis is based on the model of customers’ three-phase decision process by Schiffman and Kanuk (2000), the model of five strategic experiential modules (SEMs) by Schmitt (1999), and other related literatures. In addition to utilizing these models and studies as the basis of this thesis, I accordingly revise the model to further accurately measure the characteristics of the basketball industry, or say Super Basketball League (SBL) in this case. Last but not the least, I also conducted the survey , by using questionnaires, to ask consumers who have attended the SBL games before how experiential elements influence the experiential satisfaction and the behavior of “word of mouth”. After collecting 208 effective questionnaires and running relevant statistics data analyses, the conclusions are found as follows:
1. There is a positive relationship between the promotion incentives used by the
SBL and consumers’ willingness to attend the games.
2. There is a positive relationship between the personal interest and consumers’ willingness to attend the games.
3. There is a positive relationship between the opinions of focus groups and consumers’ willingness to attend the games.
4. There is a positive relationship between the audience's positive experience and consumers’ satisfaction.
5. There is a positive relationship between the audience's positive experience and the behavior of word of mouth.
6. The level of customer’s satisfaction will influence the behavior of word of mouth.
7. The various dimensions of the motive to attend the game have positive influence on consumers’ satisfaction through experiential elements.
8. The various dimensions of the motive to attend the game have positive influence on the behavior of word of mouth through experiential elements.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 超級籃球聯賽相關簡介 6
第二節 體驗行銷概述 10
第三節 顧客滿意度 15
第四節 口碑傳播 17
第五節 消費者決策過程 19
第六節 其他相關文獻 23
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假設 30
第三節 變數定義與衡量 33
第四節 研究對象及分析方法 38
第四章 研究結果 41
第一節 樣本結構分析 41
第二節 信度分析與因素分析 46
第三節 相關分析 55
第四節 變數關係 58
第五章 結論與建議 66
第一節 研究結論 66
第二節 研究建議與管理意涵 67
第三節 研究限制 70
第四節 後續研究建議 71

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