回顧台灣籃球職業聯盟的發展，第一個職業籃球聯盟為 1993 年成立的「中華籃球職業聯盟」(Chinese Basketball Alliance，簡稱CBA)，但該職業聯盟因賽事轉播合約糾紛，導致其在2000 年停止營運，為使台灣籃球再次走向職業化，P.LEAGUE+職業籃球聯盟於2020 年9 月創立。因P.LEAGUE+為CBA 停止營運20 年後首個職業籃球聯盟，為推動現今台灣籃球環境發展的關鍵，因此，為了使台灣籃球環境有更健全的體制並促進籃球環境進步，了解如何讓P.LEAGUE+職業籃球聯盟長期經營並持續發展是很重要的課題，而為了達成長期經營的目標，不只是要留住原來會來現場觀看球賽的消費者，還須吸引潛在消費者進場看球。根據過往文獻職業運動是一種「體驗式」的商品，因此，球隊及聯盟需要做好對現場球迷的觀賽體驗，持續吸引球迷進場觀賽獲取穩定收入。而在學術上符合這樣研究主題的是「體驗行銷」，加上過往學者對台灣職業籃球聯盟的研究甚少，本研究便以P.LEAGUE+作為研究主題，探討P.LEAGUE+體驗行銷對於口碑傳播意願之影響。

本研究以 Schmitt (1999)所提出的「策略體驗模組」針對P.LEAGUE+職業籃球聯盟的體驗行銷進行探討，並加入涉入程度為調節變項，研究消費者在經歷體驗之後，是否會對「口碑傳播意願」產生影響。

本研究問卷以網路問卷進行發放，共回收316份有效問卷，其驗證結果顯示「體驗行銷」整體對於「口碑傳播意願」有正向顯著的影響，其中「感官體驗」、「情感體驗」、「行動體驗」對「口碑傳播意願」有正向顯著的影響，「思考體驗」則無顯著影響。而「觀看籃球比賽涉入程度」與「參與籃球相關社群媒體涉入程度」皆在「體驗行銷」與「口碑傳播意願」間有調節效果。本研究並以此結果提出對P.LEAGUE+管理者讓聯盟能夠長期經營之建議。

P.LEAGUE+ professional basketball league was found in September 2020 . To achieve the goal of long-term operation, it is not only necessary to retain the fans who come to the games, but also to attract new fans to the games. According to the literature, professional sports is an "experiential" commodity, so teams and league need to provide better live experience and continue to attract fans to the games to generate steady revenue. Since there is little research on professional basketball leagues in Taiwan, this study uses P.LEAGUE+ as the research theme to investigate the impact of P.LEAGUE+ experiential marketing on word of mouth intention.

This study uses "strategic experiential module" to study the experiential marketing of P.LEAGUE+ , and involvement was added as a moderating variable to investigate whether after the consumers' experience had an impact on "word of mouth intention".

The questionnaire was distributed via online survey, and 316 valid questionnaires were collected. The results show that " experiential marketing" has a positive and significant impact on "word of mouth intention", among which "sense experience", "feel experience", "act experience" has a positive and significant effect on "word of mouth intention", while "think experience" has no significant effect. Both "involvement in watching basketball games" and "involvement in joining basketball-related social media" have a moderating effect between " experiential marketing" and "word of mouth intention". Based on the results , we propose recommendations for P.LEAGUE+ managers to make the league operate in the long run.

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