The Effect of Experiential Marketing, Experiential Value, and Involvement to the Repurchase Intention of Audiences of the CPBL

[[abstract]]The games of the Chinese Professional Baseball League(CPBL) started playing until now had stepped into 19th years. However, affected by the negative news which caused by gambling on the games, the population of the audience had decreased rapidly from millions to 600 thousands. The amount of the audience directly affects the profit which the baseball teams would gain. The cost of attracting new audiences is much more expensive than keeping on contacting with visible audiences. For this reason, to encourage the repurchase intention of the audience will be the most important concern for the CPBL in the future. Therefore, this study drew up the experiential marketing which concentrates on customer experiences, the audiences’ experiential value and involvement in order to analyze their repurchase intention after they watched the games. Based on the purpose of this study, the objective of this study were audiences who had been watched baseball games in the baseball field during year 2007. The method in this research was a survey on the web-site and 670 samples were involved. The data were analyzed by statistic tools, such as descriptive statistic, independent-sample t test, MANOVA, Pearson product-moment correlation. After regression and path analysis, the results of this study were showed below: 1.The audiences of CPBL were mostly male, age 20-to-30, and most of them were college or university students. Their average income was less than NT10,000. Most of them were fans of the Brother Elephant baseball team. 2.The variables of demographic had significant differences on experiential marketing and experiential value. 3.For the audiences of CPBL, the experiential marketing, experiential value, and involvement were significantly related to repurchase intention. Among these variables, involvement had the strongest connection, but the think experience had no significant influence on repurchase intention. 4.Audiences with active involvement had more score than audiences with passive involvement on experiential marketing, experiential value and repurchase intention. 5.Involvement, feel experience, specific baseball team royalty, and frequency of watching games were variables for the best model of regression to predict repurchase intention of audiences. In path analysis, the involvement had the best direct effect on repurchase intention, and experiential value was the second. The involvement had major direct effect on experiential marketing and experiential value. However, the experiential marketing had best direct effect on experiential value, and it had indirect effect on repurchase intention through experiential value. It is suggested that the league and the baseball teams should make more promotion plans for different markets. The strategies of these plans should be focused on enhancing feel experience. Meanwhile, it is important to improve negative experiential feeling and to emphasize on setting variable prices. It can shorten the distance between the fans and the baseball teams by the affections of fans clubs. Moreover, based on involvement of audiences, it can design a suitable activity for different target by their specific characters. It can be help to collect real-time feedback for the improvement in the future.