臺灣路跑賽事滿意度、參與意圖及再參與行為之整合模式

Integration Model for Satisfaction, Intention and Revisiting Behavior on Road Race Events in Taiwan

劉照金(Chao-Chin Liu) ； 劉一慧(Yi Hui Liu) ； 董燊(Shen Tung) ； 李晉豪(Chin-Hao Lee)

《大專體育學刊》 19卷4期 (2017/12) Pp. 301-315

https://doi.org/10.5297/ser.1904.001

摘要

本研究主要目的為建構並驗證影響臺灣路跑賽事滿意度、參與意圖及再參與行為之整合模式。本研究綜合影響賽事滿意度、參與意圖及再參與行為相關文獻，編製「臺灣路跑賽事參與動機、過去經驗、賽事意象、目的地意象、滿意度、參與意圖及再參與行為量表」為工具，選擇臺灣具代表性路跑賽事之參與者為對象，採合目標取樣方法進行問卷調查，回收有效問卷1,556份。所得資料經結構方程模式分析，獲得結果如下：一、本研究理論所發展之模式適配度良好；二、賽事意象、目的地意象對滿意度，目的地意象、參與動機、過去經驗、滿意度對參與意圖，滿意度、參與意圖對再參與行為皆有顯著正向之影響；三、各變項對滿意度、參與意圖及再參與行為的解釋力分別為67%、70%及79%，顯示各潛在變項對整體模式的解釋力均良好；四、本研究所建構之模式以另一樣本進行交叉效度評估亦符合標準，亦即本研究發展之臺灣路跑賽事再參與行為模式具有穩定性。綜合而論，本研究所發展之路跑滿意度、參與意圖及再參與行為模式具有良好預測效果與解釋力，且具有跨樣本之穩定性，此項發現可作為補充運動賽事或運動觀光事件滿意度與參與行為理論之參考。此外，路跑賽事策畫與辦理宜提升賽事意象與目的地意象，關注參與者之動機、過去經驗及滿意度，並將上述變項作為路跑賽事規劃與推廣之重要衡量指標。

關鍵字

運動賽事 ； 參與動機 ； 過去經驗 ； 賽事意象 ； 目的地意象

並列摘要

The main purpose of this study was to construct and validate an integration model for the factors that are influencing satisfaction, intention and revisiting behavior on road race events in Taiwan. This study integrated relevant existing literature to develop a scale examining the effects of motivation, past experience, event image, destination image, satisfaction, intention and revisiting behavior on road race events in Taiwan. Purposive sampling was used to obtain 1,556 valid questionnaires, and the collected data were analyzed via structural equation modeling. The results revealed the following: (1) The explanatory power of this study’s theoretical development model showed that all latent variables of the overall model were satisfactory. (2) Event image and destination image had significant positive effects on participation satisfaction; destination image, participation motive, past experience, destination image, and satisfaction had significant positive effects on intention; and satisfaction and intention had significant positive effects on revisiting behavior. (3) The explanatory power of each variable for satisfaction, participation intention and revisiting behavior w ere 67%, 70% and 79%, respectively; this shows that the explanatory power of all potential variables across the whole model was satisfactory. (4) The model constructed in this study was cross-evaluated with another sample, and the results were standard compliant, which demonstrates that the participatory behavioral model for road race events in Taiwan was stable. In conclusion, the integration model constructed in the present study found that satisfaction, intention and revisiting behavior had good predictive effects and explanatory power for road race events, and the model was stable across samples. These findings can be used as a reference for supplemental satisfaction and participatory behavior theories on sports and tourism events. In particular, regarding event image and destination image, special attention should be paid on motivation, past experience and satisfaction, as these variables are important indicators for the planning and promotion of the road race events.

並列關鍵字

sport event ； participation motivation ； past experience ； event image ； destination image

參考文獻

劉照金、張俊一、張淑敏董燊Tung, S.(2015)。影響運動觀光客目的地選擇與參與意圖量表編製之研究。國立金門大學學報。5(2)，77-106。

劉照金、黃仲凌、郭芳坤、陳志明、莊哲仁(2016)。路跑賽事參與者行為評估工具發展之研究。美和學報。35(1)，1-28。

劉照金、許玫琇、陳志明、莊哲仁(2015)。臺灣路跑賽事參與者與當地居民對效益、衝擊、支持及永續發展認知之比較研究。嘉大體育健康休閒期刊。14(3)，1-15。

劉照金、林聯喜(2012)。2009 年臺北聽障奧運觀賞者觀光意象、滿意度與重遊意願研究。體育學報。45(2)，127-143。

跑者廣場（2016）。全國賽會。2016 年12 月30日，資料引自http://www.taipeimarathon.org.tw/contest.aspx[Runners' Plaza. (2016). National tournament. Retrieved December 30, 2016, from http://www.taipeimarathon.org.tw/contest.aspx]