There is substantial interest in the promotion of professional sports in developed countries. Professional sports in Europe, the United States, Japan, and other countries have been shown to hold benefits, including significant economic contributions. In Taiwan in 2017, the treasure island dreamer pure professional basketball team was formed. The team joined the ASEAN Basketball League (hereinafter referred to as ABL) and attracted 11,200 spectators over two games in the opening week of the 2018-2019 season. The team has since generated over NT$4 million in revenue. The creation of the team marked a significant milestone. One of the most important aspects of professional sports is the potential to attract large numbers of spectators. Spectators play an important role in the development of professional sports. This research uses data from the ABL 2019-2020 season with a focus on Taiwanese spectators. The study aims to improve the understanding of viewing motivation, marketing experience, and repurchase willingness among spectators. The methodology includes intentional sampling and the use of questionnaires, which were distributed on social media platforms. A total of 237 valid questionnaires are obtained. The recovery rate of the questionnaire was 82.5%. The questionnaires incorporated an appreciation motivation scale, an experiential sales scale, a repurchase intention scale, and a personal basic information section. The questionnaire provided data from which descriptive statistics were generated, and an independent sample t-test, single-factor analysis of variance, Peel Correlation analysis of forest product difference, and multivariate regression were performed. The results found that the viewing motivation of the audience showed moderate consent (4.22), the experience marketing showed moderate consent (4.26), and the re-purchase intention showed medium high consent (4.58). Moreover, significant differences are identified in terms of viewing motivation, marketing experience, and repurchase willingness of viewers when tickets for TV broadcasts and purchasing peripheral products vary. In addition, the viewing motivation supported by the notion of following "my team" and emotional factors connected to the marketing experience are found to have significant predictive power on repurchase intentions. Taken together, the results of this research suggests that a team can enhance the marketing experience for spectators by lower ticket prices. This can be achieved through efficient home venue management, which seeks to enhance the motivation and satisfaction of spectators. Additionally, initiatives that increase the tendency of spectators to return and recommend the experience to others are equally valuable in the pursuit of sustainable management of a sports team.
