本研究主要在探討高中籃球聯賽（HBL）觀眾滿意度與忠誠度之關係，研究以106學年度高中籃球甲級聯賽之現場觀眾作為研究對象，進行立意抽樣之問卷調查，共發放280份問卷，剔除無效問卷後，得有效問卷250份，有效問卷率為89.2%。研究結果顯示：（一）高中籃球聯賽（HBL）觀眾滿意度量表及忠誠度量表為可以接受之模式；（二）高中籃球聯賽現場觀眾滿意度對忠誠度有顯著正向之影響，最後依據研究結果提出後續研究建議。

The research focuses on the relationship between HBL audience satisfaction and loyalty. A questionnaire survey was conducted among the HBL audience in the 2017 academic year. A total of 280 questionnaires were distributed. After the invalid questionnaires were eliminated, 250 valid questionnaires were obtained, with the valid rate of 89.2%. The results show that: (1) The scales of HBL audience satisfaction scale and loyalty are acceptable. (2) HBL audience satisfaction has a significant positive effect on loyalty. Further suggestions are proposed based on the results.