| Summary: | 碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 103 === This study aimed to explore the relationships among spectators’ stadium atmosphere, experience value and repurchase intention for the CPBL events. The study was done with 599 valid questionnaires completed by spectators of the CPBL 4 home teams. Based on the descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis, the results were as follows: The majority of spectators were male, age of 21-30, college-educated. Besides, there were differences among spectators’ demographics on the spectators stadium atmosphere, experience value and repurchase intention. Also, there were highly correlated relationship among the stadium atmosphere, experiencial value and repurchase intention. The entire team performance, consumer return on investment, aesthetics, and playfulness to repurchase intention were significant indicators for the repurchase intention. According to the results of this study, the professional baseball managers are suggested to maintain and enhance the main population, develop other groups of spectators and operate the distinguishing stadium atmosphere. To enhance the experience value of the spectators’ and let them come into watch the baseball game again.
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