運動電玩中的電玩遊戲內置廣告(in-game advertising)，提供了業者一個十分具有商業潛力的行銷管道。因此，本研究以臺灣運動電玩玩家之體驗行銷要素，再加入涉入程度，以及對電玩遊戲內置廣告的接受度，分析其軟體再購意願。本研究針對臺灣知名電玩遊戲網站「巴哈姆特」運動電玩討論區的運動電玩玩家為研究對象，採用網路問卷共蒐集100份樣本資料，使用描述性統計、獨立樣本t檢定、單因子變異數分析等方法分析資料，最後進行迴歸分析。本研究結果為：
一、臺灣運動電玩玩家主要為男性、年齡層集中於30歲以上，職業多為學生，學歷以大學/專科為主，每週玩電玩時數多在13小時以上，願意購買運動電玩軟體預算上限為1101-1400元者為最多。
二、不同人口統計變項的體驗行銷要素、涉入程度均無顯著差異。
三、每週玩電玩時數與電玩遊戲內置廣告接受度具有顯著差異。
四、體驗行銷要素、涉入程度、對電玩遊戲內置廣告接受度為預測臺灣運動電玩玩家再購意願之最佳迴歸模型。

　　The fairly new medium, In-Game Advertising (IGA), has become an alternative vehicle, which allows advertisers to embed their ads in sports video games. Therefore, this study drew up the experiential marketing, involvement, and acceptance of in-game advertising in order to analyze the repurchase intention of Taiwanese sport video gamers. The on-line survey in this study especially targets the chat-room gamers in a well-known platform of sport video game, called Bahamut, in Taiwan. The method in this research was a survey of the web-site and 100 samples were involved. The data were analyzed by statistic tools, such as descriptive statistic, independent-sample t test, ANOVA, and regression. The results of this study were showed below:
1. Taiwanese sport video gamers were mostly male, age less than 30, and most of them were college or university students. They played sport video game over 13 hours every week. Their budget upper limit for purchase sport video game software is between NT1,101 and 1,400.
2. The variables of demographic had insignificant differences on experiential marketing and involvement.
3. The play hours of a week had significant differences on the acceptance of in-game advertising.
4. Experience marketing, involvement, and acceptance of in-game advertising were variables for the best model of regression to predict repurchase intention of Taiwanese sport video gamers.