臺北市將於2017年舉辦第29屆世界大學運動會。本研究目的是探討「門票」與「紀念商品」的願付價格與偏好種類。以「焦點團體討論法」針對重要利害關係人進行訪談。由研究結果可知，不論何種身分，在門票願付價格以「分階段」比賽項目高於「一票到底」、「有中華隊」高於「沒有中華隊」、「男子組」高於「女子組」，另外，「開、閉幕典禮」高於「一般賽事」；若針對不同身分，則「一般民眾」及「協會代表」在各類項目願付價格均高於「學生」；在紀念商品部分，不論何種身分，皆偏好選擇一般常見的類別，願付價格則依不同身分有所差別，但強調其特殊意義且與賽事精神相契合，並具實用性及收藏價值。本研究結論：國內民眾願意付費購票的運動項目，比較傾向於有本國隊伍參與或是具有高技術性兼具美感的賽場，如跳水、體操；具有表演性質之開閉幕典禮，以及較受歡迎的棒球與籃球決賽，可吸引民眾付費前往觀賞，但在願付價格依個人收入有明顯落差。

Taipei City will host the 29th Summer Universiade in 2017. The purpose of this study was to evaluate the acceptable price and preferable items of ticket and souvenir. This study used “focus group discussion” method to interview specific stakeholders. The results showed that regardless of the identity category, “the ticket for single event” is more popular than the “one package ticket for all.” Moreover, “event with domestic team” is more popular than “event without domestic team.” For the gender, “men’s event” is more popular than the “women’s event,” while “opening and closing ceremony” is more popular than “general sport events.” For the payments, “the general public” and “federations representatives” are willing to pay more than the “students.” The most important considerations for purchasing souvenir are more associated with whether it is symbolically connected with this event, practical in use, and collective value. The major conclusions of this study are: (1) Participation of domestic team will affect the preference of audiences to buy the ticket. High-tech events, such as diving and gymnastics or aesthetic events, such as opening and closing ceremony with energetic performance, along with popular baseball and basketball finals can attract more people to pay and watch. (2) Personal income could be another factor to determine the acceptable price.