馬拉松活動主辦單位的資源投入對參與者忠誠度之影響

目的：本研究目的旨在提出一個結構模式，用以探討金門縣馬拉松活動參與者忠誠度的影響因素，並驗證參與者回應的資源投入是否為主辦單位的態度影響其忠誠度的調節變項。本研究主要以Okayasu, Nogawa,與Morais於2010年所提出的資源投入模型為理論基礎，結合情感理論，提出一個理論模式來預測與解釋金門縣馬拉松活動參與者忠誠度。方法：本研究以參與金門縣馬拉松活動參與者為研究對象進行施測，採自陳式問卷方式調查。以立意抽樣方式抽取出600位參賽者為研究樣本，回收有效問卷436份，有效回收率為72.7%。採用結構方程模型（SEM）進行資料分析。結果：1.參與者回應的資源投入為知覺主辦單位投入的資源對忠誠度的中介變項。2.對於主辦單位的態度及忠誠度之間，參與者回應的資源投入則未具有調節效果。結論：經由結構方程模式分析之後，本研究針對理論模式之結果可作為往後舉辦相關賽會之參考。

關鍵字

運動賽會；結構模式；調節變項

並列摘要

Purpose: The purposes of this study were to propose a structural model which could explore the effect factors of Kinmen County marathon participants' loyalty and to verify whether the participants applying to resource investment was the mediation variable between organizer attitude and loyalty. The study was based on the resource investment model which was proposed by Okayasu, Nogawa, and Morais in 2010 and combing the feeling theory to offer a model to predict Kinmen County marathon participants' loyalty. Methods: Six hundred Kinmen County marathon participants were recruited by purposive sampling and completed self-report questionnaires. Four hundred and thirty-six valid questionnaires were retrieved (72.7%). The collected data were analyzed by structural equation model. Results: 1.Participants' applying to resource investment was the moderation variable between the organizer resource investment loyalty. 2. Between the organizer attitude and participants' loyalty, participants' resource investment did not have mediation effect. Conclusion: The results of this theory model could offer references for future correctional sport events via the analysis of structural equation model.