虛擬實境在臺灣運動產業中屬於新興科技，隨著未來的普及，可能改變既有的運動媒體消費模式，因此有必要了解其效果。本研究以臺灣排球賽事進場觀賽率面臨挑戰、以及虛擬實境觀賽興起為背景，旨在探究此新興科技對運動媒體產業的影響，驗證運動觀眾體驗虛擬實境觀賽的認知與情緒反應，探索沉浸觀賽體驗與現場觀賽意圖之間的關聯，並分析虛擬實境觀賽意圖的變化以評估虛擬實境觀賽的發展潛力。

本研究採受試者間設計之實驗室實驗法，招募87位擁有進場觀看排球比賽經驗的參與者，分別以頭戴式顯示器觀看 360 度全景排球比賽影片、或以電腦螢幕觀看平面排球比賽影片，比較不同沉浸度媒介的觀賽效果。研究結果發現，相較於低沉浸觀賽體驗者的現場觀賽意圖下降，高沉浸觀賽體驗對現場觀賽意圖的直接影響並不顯著，但可依序透過更高的物理臨場感與時間臨場感來維持現場觀賽意圖；顯示虛擬實境可作為現場觀賽的補充，在不取代現場體驗的前提下，延續運動觀眾的進場興趣，亦有潛力成為促進現場觀賽的媒介。此外，沉浸觀賽體驗可藉由物理臨場感引發更強烈的情緒喚醒，亦可透過社會臨場感提升虛擬實境觀賽意圖，證實沉浸觀賽能有效增強觀賽體驗。整體而言，虛擬實境作為當前運動聯盟的行銷方式具有可行性，若未來能結合即時直播賽事，同時著重營造觀眾之間共同觀看的感受，虛擬實境觀賽將有望成為推動臺灣排球運動媒體消費的重要途徑。

Virtual reality (VR) is an emerging technology in Taiwan’s sports industry. As its adoption becomes more widespread, it may reshape existing patterns of sports media consumption, making it necessary to understand its effects. This study examines the impact of VR sports spectatorship within the context of declining attendance at Taiwan’s volleyball league and the growing popularity of VR technology. Specifically, it investigates the cognitive and emotional responses of sports audiences during VR sports spectatorship, explores the relationship between immersive virtual experiences and intentions to attend live events, and analyzes changes in VR sports spectatorship intentions to assess the potential of this new medium.

A between-subjects experimental design was employed, recruiting 87 participants who had prior experience attending live volleyball games. Participants either watched a 360-degree panoramic volleyball match video via a head-mounted display or a 2D video on a computer screen, allowing comparison between media with different levels of immersion. The results revealed that, unlike participants who experienced a lower level of immersion and showed a decline in live game attendance intention, the immersive spectatorship experience did not have a direct significant effect on changes in live attendance intention. However, it could sustain live attendance intention sequentially through physical presence followed by temporal presence. These findings suggest that VR can serve as a complementary medium to live attendance—maintaining spectators’ interest without replacing the live experience, and holding the potential to further encourage live attendance. Moreover, immersive sports spectatorship enhanced emotional arousal through physical presence and increased VR sports spectatorship intention through social presence, confirming that immersive experiences can effectively strengthens audience experience. Overall, VR presents a promising marketing strategy for sports leagues. If future developments incorporate real-time game broadcasting and emphasize shared viewing experiences among audiences, VR sports spectatorship could become a key driver of sports media consumption in Taiwan’s volleyball industry.

中文部分
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