2006年全國大專運動會參與者之涉入程度、體驗行銷、滿意度及忠誠度之相關實證研究

A Empirical Study of the Relationship among Involvement, Experiential Marketing, Satisfaction, and Loyalty on the 2006 Intercollegiate Athletic Competitions of Taiwan

陳弘慶(Hong-Chin Chen)

《運動休閒管理學報》 4卷1期 (2007/06) Pp. 14-33

https://doi.org/10.6214/JSRM.200706_4(1).0002

摘要

本研究的目的主要在探討2006年全國大專運動會參與者之涉入程度、體驗行銷、滿意度、及忠誠度之相關實證研究。以2006年全國大專校院運動會十一個比賽項目參賽選手為研究對象，經分層比例抽樣獲得有效問卷602份，經描述統計皮爾遜相關分析及結構方程模式等統計分析，結果發現：參與者之涉入程度會顯著影響體驗行銷、滿意度及忠誠度；而參與者之體驗行銷會顯著影響滿意度及忠誠度；但參與者之滿意度會未顯著影響忠誠度，其原因可能是該模式中同時加入涉入程度、體驗行銷兩個重要的外因潛在變項，造成滿意度對忠誠度的影響關係變成虛假關係。

關鍵字

全國大專運動會 ； 涉入程度 ； 體驗行銷 ； 滿意度 ； 忠誠度

並列摘要

The purpose of this research was to study the related demonstrations among the involvement, experiential marketing, satisfaction, and loyalty on competitors of 2006 Intercollegiate Athletic Competitions of Taiwan. There were 602 validate questionnaires came out from competitors of 11 items in the competition after stratified sampling. Analyzing by descriptive statistics, Pearson's product-moment correlation, and structural equation modeling methods, the result shows: The involvement of a competitor would greatly affects the result on experiential marketing, satisfaction, and loyalty; the experiential marketing would affect the result on satisfaction and loyalty as well; but the satisfaction rate would not make a difference on loyalty. The reason might be a spurious relations was formed among satisfaction and loyalty when adding two external factors of involvement and experiential marketing at the same time.

並列關鍵字

Intercollegiate Athletic Competitions of Taiwan ； involvement ； experiential marketing ； satisfaction ； loyalty