本研究旨在透過S-O-R模式的應用，探討超級籃球聯賽(SBL)賽事刺激來源對現場觀眾情感反應和行為意圖的影響，同時也檢測模式的適合度。以SBL第12球季現場觀眾為研究對象，透過實地現場問卷調查，發出811份問卷，有效問卷745份，有效樣本回收率91.86%。問卷發放分為三個階段，階段一為預備性研究，透過小組討論和專家檢視建立內容效度，並對量表題項之鑑別力進行瞭解；階段二為量表預試，以探索性因素分析對題項進行檢驗，同時考驗量表的信度與效度；階段三為正式調查。研究資料以描述性統計、皮爾森積差相關、結構方程模式及模式複核進行分析。結果發現現場觀賞刺激來源以比賽引發最為強烈，其次為籌辦者引發，最小則是觀眾引發；在情感反應上則是愉悅感高於覺醒感，至於行為意圖則是觀賞意願高於推薦意願。在變項相關方面，刺激來源、情感反應與行為意圖皆呈現出顯著正相關，此外，本研究所考驗的S-O-R模式皆能符合統計要求，各項適合度指標都在可接受的範圍內，且具有複核效度。總結來看本研究確認觀賞刺激來源會對觀眾的情感反應和行為意圖帶來影響，因此，建議運動行銷人員除要瞭解環境刺激來源之外，也要積極營造有利於正向情感反應的種種環境。

The study aims to discuss the influence of source of stimuli of the Super Basketball League (SBL) on emotional reaction and behavioral intention for SBL spectators through application of S-O-R model, and examine the goodness of fit of model. The spectators in season 12 SBL were investigated. The study adopted questionnaire survey method, issued 811 questionnaires and received 745 valid questionnaires, which the effective response rate had reached 91.86%. The issuance of questionnaire was separated into three stages. Stage one preparation research was to establish validation of contents by group discussion and professional examination, and understand the discernibility of items in scales; stage two, scale pre-test, was to examine the items by exploratory factor analysis, while testing the reliability and validity of scale; stage three was official study. The research data was analyzed through methods such as descriptive statistics, Pearson product-moment correlation coefficient, structural equation modeling and model cross-validation. The results reveal that stimuli caused by the game action are the strongest source in live game, followed by stimuli caused by organizer, and stimuli caused by spectators represent the weakest; in respect of emotional reaction, the sense of pleasure is higher than sense of awakening, while the viewing intention is higher than recommending intention on behavioral intention aspect. In respect of variables, the results reveal positive correlation of source of stimuli, emotional reaction and behavioral intention. In addition, the S-O-R model tested by the study conforms to all requirements of statistics for all variables of goodness of fit were in an acceptable range and possessed cross-validation. In conclusion, the study affirms the source of stimuli influence emotional reaction and behavioral intention of viewers. Therefore, the study advises practitioners of sport to comprehend the sources of environmental stimuli and establish environments that facilitate the positive emotional reaction actively.

Keywords: Super Basketball League, live game, Environmental stimuli, Emotional reaction, Behavioral intention

中 文 摘 要 I
Abstract III
目 次 V
表 次 VIII
圖 次 X
第壹章 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 研究問題 3
第四節 研究假設 3
第五節 研究範圍與限制 4
第六節 名詞解釋 5
第貳章 文獻探討 7
第一節 S B L的發展 7
第二節 S-O-R模式 13
第三節 S-O-R模式在觀賞性賽事的應用 27
第参章 研究方法 39
第一節 研究架構 39
第二節 研究對象 41
第三節 研究流程 43
第四節 研究工具 46
第五節 驗證模式 56
第六節 資料處理 58
第肆章 研究結果與討論 59
第一節 受試者樣本的背景資料 59
第二節 各變項基本描述統計與簡單相關 64
第三節 模式驗證與複核 68
第四節 討論 80
第伍章 結論與建議 83
第一節 結論 83
第二節 建議 84
參考文獻 86
附錄一 專家小組問卷 95
附錄二 預試問卷 98

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