本論文研究目的對於台灣職業籃球聯盟P. LEAGUE+的啦啦隊大眾觀感，與周邊商品及附加價值，以提供未來發展性參考。 本研究問卷由問卷調查法進行資料蒐集，一般民眾作為研究對象。於Instagram限時動態、Facebook社團、LINE社群發放問卷，實際收回76份有效問卷，主要以Google問卷方式進行調查。 問卷分為三個面向:第一面向為「個人基本資料」，第二面向為「了解P. LEAGUE聯盟與對於啦啦隊觀感」，第三面向為「針對Formosa Sexy商業行為之消費意願」。將所得問卷資料以複選題分析、敘述統計分析（descriptive statistics）、信度分析(Cronbach's alpha)、交叉分析 (cross analysis)，進行相關分析。 本研究統計分析結果顯示女性對於商品購買意願相比男性較低，月收入30000 ~ 39999元之間較願意購買周邊商品，學生及上班族較常至球場觀賽，而學歷與球場觀賽及商品購買意願較無關。 因此本研究建議可以多增加女性取向之商品及學生收入範圍可購買商品之價格為參考依據。 The purpose of this thesis is to study the interests of the Taiwan Professional Basketball League P. LEAGUE+ cheerleaders’ team public perception, and peripheral goods and added value to provide future development reference. This research questionnaire is collected by the questionnaire method, and the general public is the research object. Questionnaires were distributed on Instagram, Facebook, and LINE, and 76 valid questionnaires were actually collected, mainly in the form of Google questionnaires. The questionnaire is divided into three aspects: the first is "Basic personal information" and the second is "Understanding P. LEAGUE Alliance and Perception of cheerleaders team", and the third aspect is "Consumer Willingness for Formosa Sexy Business Practices". The resulting: Analysis of multiple-choice questions, descriptive statistics, Cronbach's alpha and cross analysis. The statistical analysis results of this study show that women are less willing to buy goods than men, with a monthly income of 30000 ~ 39999 yuan, and students and office workers are more likely to watch the stadium, while education has nothing to do with the willingness to watch the game and the purchase of goods. Therefore, this study suggests that more women-oriented products and the prices of purchasable goods in the student's income range can be used as a reference.
