企業欲開拓潛在顧客的新市場時，必須瞭解潛在顧客其未消費行為導因，找出共同點，因此研究者進行調查超級籃球聯賽現場觀賞潛在顧客的人口統計變項、生活型態與未消費行為導因，目的為瞭解研究對象之背景與未消費行為導因及其間是否有差異。人口統計變項包含性別等八項，生活型態參考Plummer提出之AIO量表來衡量消費者在生活上支配行為及金錢的方式，未消費行為導因參考Gould 等專家學者的研究概念再以Mowen的消費行為導因分類分成個人特徵、情境和產品特性三大未消費導因。對沒有到現場觀賞過超級籃球聯賽的潛在顧客發放問卷且回收有效問卷共424份，以回收結果進行研究對象的樣本描述、生活型態、未消費行為導因、及人口統計變項與生活型態及未消費行為導因間的差異，生活型態與未消費行為導因間的關係。結果分析討論後作出研究結論如下。
一、本研究調查之潛在顧客大多數為男性，20-29歲，教育程度為大學，職業為學生，未婚，約六成的樣本的收入為30,000元以下，每星期運動頻率為1-2次，經常觀賞超級籃球聯賽電視轉播。
二、SBL現場觀賞潛在顧客生活型態因素構面為，「時尚社交」、「運動成就」、「知識渡假」、「正常生活」，而集群以「積極成長群」與「運動社交群」最多。
三、SBL現場觀賞潛在顧客的未消費行為導因因素構面為，「阻礙介入」、「簡單生活」、「不滿意」、「資訊不足」、「心情不佳」、「不流行」、「無需求」、「娛樂效果不足」、「休閒效益不佳」，大部分的潛在顧客認為三種未消費行為導因（個人特徵導因、情境導因、和產品特性導因）都影響他們不去現場看球，潛在顧客可依他們未消費行為三大導因的程度分成隱性與顯性不消費集群。
四、不同人口統計變數的超級籃球聯賽現場觀賞潛在顧客的生活型態有顯著差異。
五、不同人口統計變數的超級籃球聯賽現場觀賞潛在顧客的未消費行為導因有顯著差異。
六、超級籃球聯賽現場觀賞潛在顧客的生活型態的與未消費行為導因有顯著相關。
根據以上研究結論，據以提出實際運用與未來研究方向，供SBL以及未來研究者參考。

The sports events hosted in Taiwan have met the decline during recent years; super basketball league (SBL) is one of them. The hosts of these sports events in Taiwan need investigate why people do not buy tickets and sit in the game sites to enjoy the charming of sports events. According to the authors of the book Blue Ocean Strategy who say that “the business should escape from the traditional notion to focus on existing customers, because they risk creating too-small target markets; they should focus on people who have never consumed the products or services which of yours”. Hence, the researcher suggests that the prospects should be the target group and need to discover why they do not consume and attend the sports events. The researcher investigates the demographics, lifestyle and the causes to non-consumption in questionnaire. The demographics include gender etc.; the scale of lifestyle refers to Plummer’s AIO variables; the scale of non-consumption behavior antecedents include individual, situation, product three parts refers to the theories of Gould etc. The total numbers of effecitive returning samples who have never attended SBL are 424 items; the researcher conducts the statistic analysis to cope with the data of questionnaire. The conclusion after result analysis is as follow:
1. Most prospects in the research are male, 20-29 years old, university education background, students, unmarried, under 30,000 dollars income/month, 1-2 times sports frequency/week, usually watch SBL television relay.
2. The lifestyle of most prospects are “enthusiastic growth group”and “average growth group”.
3. Most prospects think the three kinds of non-conumptionbehavior antecedents make them not to attend the SBL.
4. The prospects that have different demographic variables have different lifestyle.
5. The prospects that have different demographic variables have different non-consumption behavior antecedents.
6. The prospects that have different lifestyle have different non-consumption behavior antecedents.
According to the conclusion, researcher does the implication and suggestion for future study.

摘要 I

目次 III

表次 IV

圖次 VII

第壹章 緒論 1

第一節 研究背景與動機 1

第二節 研究目的 5

第三節 研究問題 5

第四節 研究假設 6

第五節 研究範圍與對象 6

第六節 研究限制 7

第七節 名詞定義 8

第貳章 相關文獻探討 11

第一節 非顧客與觀眾類型 11

第二節 生活型態相關文獻 19

第三節 未消費行為導因相關文獻 29

第四節 運動觀賞動機相關文獻 49

第參章 方法 54

第一節 研究架構 54

第二節 問卷設計 55

第三節 抽樣設計 62

第四節 預試分析 65

第五節 研究流程 72

第六節 資料處理 73

第肆章 結果 76

第一節 潛在顧客人口統計變數資料分析 78

第二節 潛在顧客生活型態分析 83

第三節 潛在顧客未消費者行為導因分析 88

第四節 不同人口統計變數潛在顧客的生活型態分析 101

第五節 不同人口統計變數潛在顧客的未消費行為導因分析 107

第六節 不同生活型態潛在顧客的未消費者行為導因分析 140

第伍章 討論與結論 143

第一節 討論 143

第二節 結論 162

第三節 建議與未來研究方向 166

引用文獻 171

附錄 177

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