球迷在參與運動賽事過程，對於所支持之球隊的球隊認同感，參與賽事過程所體驗的觀賽經驗，以及球迷對於所支持球隊的贊助意願等因素，是探討運動賽事能否長期延續的關鍵原因。本研究旨在探討，曾經現場參與籃球比賽之球迷的球隊認同、觀賽經驗與贊助意願的相關研究，並調查球隊認同對於觀賽經驗與贊助意願的調節作用。本研究嘗試以量化研究進行，研究工具包含「球隊認同量表」、「體育賽事體驗量表」、「贊助意願量表」。並以曾經現場參與台灣籃球運動賽事（包含參與職業、半職業、大學與高中以上之籃球聯賽）之觀眾為研究對象，進行問卷發放，蒐集網路問卷資料，以SPSS統計軟體進行統計分析，檢驗研究假設。本研究通過統計資料發現：1. 球迷對於球隊的認同感與贊助意願呈現正相關；2. 球迷的觀賽經驗好壞程度與贊助意願呈現正相關；3. 球迷認同感對於觀賽經驗與球迷贊助意願具有調節變項的效果。最終，本研究的研究發現，可作為後續商業球隊經營、行銷與運動賽事推廣之參考。 In the process of participating in sports events, fans have a sense of identification for the teams they support, the experience of watching the game and the intention of fans to sponsor the team which they support are the key reasons for exploring the long-term sustainability of sports events.This research aims to explore the relevant research on the team identification, spectators’ viewing experience, fans’ sponsorship intention, and investigate the moderate effect of team identification on the spectators’ viewing experience and sponsorship intention.This research attempts to conduct quantitative research which includes the "Team Identification Scale", "Sports Event Experience Scale", and "Sponsorship Intention Scale". Questionnaires were distributed to audiences who had participated in Taiwan basketball competitions, including professional, semi-professional, college, and high school basketball leagues as the research objects. Online questionnaire datas were collected, followed with SPSS statistical software for statistical analysis to review the research hypotheses.The results were as follows: 1. Fans’ sense of team identification is positively correlated with their intention to sponsor. 2. There is a positive correlation between fans’ viewing experience and their intention to sponsor. 3. Fans’ sense of identification has the effect of adjusting variables on the matches viewing experience and the sponsorship intention. In the end, the findings of this study can be used as a reference for subsequent commercial team management, marketing and sports event promotion.
