超級籃球聯賽為現今臺灣籃壇最高殿堂，並且廣受普羅大眾之歡迎；為了解吸引消費者進場觀賞超級籃球聯賽之原因為何，本研究主要在探討超級籃球聯賽其現場觀眾之觀賞動機、球隊認同感、滿意度以及再購意願等構面之間的關聯性及不同人口統計變項之差異情形。本研究以問卷調查法進行資料蒐集，共發放問卷500份，有效問卷463份。然後以SPSS統計軟體進行資料分析。研究結果發現，現場觀眾的觀賞動機中以「現場體驗性參與」因素中的「我要感受現場比賽的氣氛」為主要動機；球隊認同感中以「在球季中，您常會親自透過電視、廣播、報紙或其他媒體得知所支持球隊的訊息」有最強的認同感；滿意度中以「確實性」因素中的「超級籃球聯賽的資料紀錄是迅速且正確」有最高的滿意度；再購意願中則以「再購」因素中的「您還是會再度買票進場觀賞超級籃球聯賽」為最高分的選項。研究同時發現，影響觀眾再購意願的主要因素為球隊認同感及觀賞動機的直接效果，而觀賞動機透過滿意度所產生的間接效果較小。因此，依據研究結果建議超級籃球聯賽相關行銷單位於擬定行銷策略時，應以加強消費者觀賞動機及球隊認同感為重點；並應更加致力於提昇進場觀眾滿意度，避免原有消費者的流失。

　　Super Basketball League is the highest level in basketball, and it’s also very popular here in Taiwan. In order to comprehend the attraction of attendances to watch SBL, the purpose of this research aimed to analyze the differences of demographic variables and relationship among the spectator’s motivation, team identification, satisfaction, and repurchase intention. The data collected by questionnaire investigation method, and the statistical analyzed by SPSS. A total of 500 questionnaires were distributed, and with 463 available questionnaires. The results found that the major motive was ‘I would like to feel the atmosphere of the game.’ The major identification was ‘In season, you will personally find out the message that team you supported.’ The major satisfaction was ‘The record information of SBL was quick and correct.’ The major intention of repurchase was ‘You will attend at SBL again.’ By the method of path analysis, this research also found that the direct effects that influencing the spectator’s repurchase intention were mainly with team identification and motivation. The repurchase intention was relatively little indirectly effects of motivation through satisfaction. Therefore, this research suggested that the marketing manager of SBL should focus on increasing the spectator’s motivation and team identification, and should try their best to enhancing the spectator’s satisfaction, to avoid the lost of the original consumers.