本文採沉浸體驗觀點，探討運動賽會參賽者沉浸體驗與贊助品牌態度 的關係，此外亦檢視參賽者的品牌熟悉度，以及其贊助品牌與事件的知覺 配適，是否對此關係產生干擾影響。實證樣本取自「2009 八卦山脈美利達 盃 單車嘉年華」的參賽者，有效樣本225 位。結構模型分析顯示：參賽者 的沉浸經驗促進正面情感產生，進而正向影響其對賽會喜好和贊助品牌態 度，其中參賽者的正面情感透過賽會喜好間接影響贊助品牌態度至為關 鍵。此外當參賽者的賽會事件與贊助品牌知覺配適愈高，以及對贊助品牌 愈不熟悉時，賽會喜好對贊助品牌態度的正向影響愈大。本研究結果強調 賽會主辦者提昇參賽者沉浸體驗與品牌贊助者選擇配適賽會的重要性。

The paper examines the impact of sport participants’ flow experience on their attitude toward the sponsoring brands in the context of title sponsorship. The examination of moderating effects of both the participants’ brand familiarity and perceived event–brand fit on the relationship between event preference and brand attitude is also included. A sample of 225 event participants was collected from Merida Cup & Bike Festival 2009 at Bagua Mountain. The results of a structural equation model using partial least squares method shows that the participants’ flow experience help develop positive affect, which positively influences their attitude toward the event and brand. Both participants’ perceived event-brand fit and brand familiarity moderate the relationship between event preference and brand attitude. This paper emphasizes the importance that event organizers should strive for building up event participants’ flow experience while sponsors should select events with high levels of image fit.