自從中華職業籃球聯盟於西元2000年宣告倒閉後，我國已超過20年時間未出現職業籃球聯盟，但在2020年及2021年時，相繼有兩個全新的職籃聯盟問世，也重新為我國的職業籃球產業注入了一道活水，觀賞職籃比賽也成為了一種近年來民眾假日熱門的休閒娛樂活動。
針對品牌的經營，近年來開始有學者研究「品牌關係品質(Brand Relationship Quality)」對於消費者行為上的影響，認為其對於企業或品牌是否可以穩定長久的經營有很大的幫助，因此對於新成立不到5年的兩個職籃聯盟而言，品牌關係品質是否可以對他們的球賽票房有所幫助，具有相當重要之探討價值。
在我國新職籃發展得如火如荼之際，卻不時傳出一些不論是球賽過程中或是球員在私生活領域發生的負面訊息，甚至登上新聞社會版面使民眾議論紛紛，也對職業籃球聯盟形象造成一定程度的影響。過去雖已有許多文獻在探討負面訊息或是品牌關係品質對於購買意願上所帶來之影響，然而過往研究之研究對象多聚焦在食物或是服飾兩大產業類別身上，對於休閒娛樂產業較無深入著墨分析，故本研究以此研究缺口為出發，探討負面訊息是否會對購買意願帶來顯著的影響，並以消費者涉入作為研究變數，分析其在這之間是否會產生調節效果。
本研究利用網路問卷發放，共收集到255份有效問卷，將回收的問卷資料經由敘述性統計、信效度分析、迴歸分析等各項分析檢定後，得出分析結果發現如下:
1.負面訊息並不會對知覺價值及知覺倫理造成顯著負面影響
2.品牌關係品質會對知覺價值及知覺倫理造成顯著正向影響
3.知覺價值和知覺倫理分別都會對購買意願帶來顯著的正向影響
4.消費者涉入對於負面訊息與知覺價值、知覺倫理間之關係則不存在顯著的調節作用

The focus of this study is to investigate whether negative messages and brand relationship quality will affect perceived value and perceived ethics, and whether perceived value and perceived ethics will, in turn, influence purchase intention.
This study utilized online questionnaires and collected 265 responses, including 255 valid responses. After conducting all kinds of analysis on the collected questionnaire data, a couple of findings were obtained: (1) Negative messages do not significantly negatively affect perceived value and perceived ethics. (2) Brand relationship quality will significantly positively affect perceived value and perceived ethics. (3) Both perceived value and perceived ethics will individually have a significant positive influence on purchase intention. (4) Consumer involvement does not have a significant moderating effect on the relationship between negative messages and perceived value, as well as perceived ethics.

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