本研究目的在以2017世界大學運動會為例，嘗試瞭解民眾的授權商品購買行為，同時也探討賽事認同與商品特色對購買意願的影響。選擇世大運主辦城市（臺北市）的4個實體門市，徵求店長同意後由研究者親自詢問現場參觀民眾之意願後填寫，總計發出560份問卷，剔除無效問卷98份，有效問卷為462份，有效問卷率為82.5 %。研究工具除個人背景和消費行為外，也包含商品特色、賽事認同與購買意願3個變項之測量。為瞭解題項的適用性，於預試時採用探索性因素分析、項目分析、信度分析進行題項篩選，在刪除不適當題項後，形成本研究正式問卷。其後以描述性統計、皮爾遜積差相關和迴歸分析進行資料處理。結果發現受訪民眾購買授權商品的主要目的是以紀念收藏為主；較偏愛的商品類型是紀念品和生活用品；消費預算設定在500元以下的民眾高達七成。透過平均數之計算發現本研究所探討的3個變項以賽事認同的得分最高，其次依序是購買意願和商品特色。另以迴歸分析對購買意願進行預測，結果發現賽事認同對購買意願的影響是大於商品特色。最後，根據本研究所得之結果進行討論並提出結論。

This study examined the 2017 Summer Universiade to discern people’s purchase behavior of licensed merchandise and explore the influence of sports event identification and product attributes on purchase intention. Four physical stores in the host city (Taipei) were selected, where the author personally distributed questionnaires to visitors after obtaining consent from the store manager. Among the 560 questionnaires returned, 462 questionnaires were valid, for a valid return rate of 82.5%. In addition to respondents’ demographics and purchase behavior, the research instruments included scales measuring product attributes, sports event identification, and purchase intention. To ensure the appropriateness of the questionnaire items, exploratory factor analysis, item analysis, and reliability analysis were conducted after a pretest for item selection. The formal questionnaire was obtained after excluding inappropriate items. Subsequently, the questionnaire data were analyzed using descriptive statistics, Pearson’s product–moment correlation, and regression analysis. This study found that the respondents purchased licensed merchandise mainly for commemorating and collecting, and preferred souvenirs and household items among the types of licensed merchandise. Most respondents (70%) set a budget of less than NT$500 for related purchases. The mean results show that among the three variables examined in this study, the score for sports event identification was the highest, followed by that of purchase intention and product attributes. The prediction results on purchase intention calculated using regression analysis showed that sports event identification influenced purchase intention more greatly than product attributes did. Finally, the results were discussed and a conclusion was formulated.

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