Analysis of Structural Relations of Experiential Marketing Factors, Service Quality and Spectator Behavior in China Basketball Association League

The purpose of this study is to examine the methods of implementing the experiential marketing strategy, and to understand how the relationship between experiential marketing and service quality affects the audience action of CBA. the specific results derived from this are as follows. SPSS 27.0 and AMOS 27.0 were used to analyze the collected data. The hypotheses of this study were verified by correlation analysis, multiple regression analysis and structural equation model. First, among the variables of experience marketing, sensory experience, perceptual experience, action experience and relationship experience have a statistically attentive impact on the audience's action experience intention. Among the experience marketing variables, sensory experience, perceptual experience, action experience and relationship experience have statistically significant effects on the audience's re-visit intention. Second, among the variables of service quality, competition quality, entertainment activities, venue and service guarantee have statistically significant effects on audience actions such as experience intention and re-visit intention.