本研究旨在探討彰雲嘉私立大專校院運動場館參與者在體驗行銷與服務品質的關聯性。本研究採用驗證性因素分析、模式之參數估計、假設檢定及整體模式之適合度檢定…等統計方法，以瞭解研究相關因果與實際資料間的適配模式。本研究採分層抽樣進行樣本抽測。共計發出400份問卷，經刪除份無效問卷52份後實得有效問卷348份，問卷有效回收率為87.00%。研究結果顯示：使用者在體驗行銷感受上會影響服務品質的相關認知發展。而從實際的觀察資料也可以清楚發現，研究模式中的自變項對依變項有直接性效果，研究結果也支持本研究假設，顯示兩者之間有關連性，而體驗行銷潛在變項上也反應在空間設計、服務功能與口碑推薦等層次。本研究依據研究結果提出對消費者在行銷與時間發展之建議。

This study aimed to discuss the correlation of experiential marketing and service quality of stadiums of private colleges in Changhua, Yunlin and Chiayi. It adopted statistic approaches such as confirmatory factor analysis (CFA), parameter estimation of models, hypothesis testing, goodness of fit test of the entire model and so on to comprehend related causes and effects and the goodness of fit model among actual information of the study. Stratified sampling was conducted for the research, and 400 questionnaires were distributed. Among the questionnaires, 348 of them were considered valid after the elimination of 52 invalid questionnaires. The valid response rate of the survey was 87.00%. The study results indicated that users' feelings toward experiential marketing would influence the related cognitive development of service quality. Moreover, it could be clearly discovered from the actual information of observation that independent variable had direct effect upon dependent variable in the study model. The study results also supported the hypothesis of the study which demonstrated the two were correlated. The latent variable of experiential marketing responded to administrative levels such as space design, service function and word-of-mouth recommendation as well. This study proposes concrete suggestions to government, schools of all levels and dealers on the basis of the results of the research.