網球賽運動參與者行為模式研究

A Participation Behavioral Model for Tennis Tournaments

楊文廣(Wen-Goang Yang) ； 蔡文宬(Wen-Cheng Tsai) ； 林志偉(Chih-Wei Lin)

《運動休閒管理學報》 11卷1期 (2014/03) Pp. 1-19

https://doi.org/10.6214/JSRM.1101.001

摘要

本研究旨在以賽會意象、賽會服務品質、參與者知覺價值、滿意度及行為意圖建構賽會運動參與者行為模式。以adidas盃網球賽運動參與者為研究對象，採問卷調查法為資料蒐集工具，以便利取樣進行問卷發放，共計發出492份問卷，有效樣本數為455份，有效回收率為92%。所得資料經描述性統計、驗證性因素分析、結構方程模式進行資料分析。分析結果如下：一、本研究建構之adidas盃網球賽運動參與者行為模式配適良好；二、賽會運動參與者之賽會意象與賽會服務品質對知覺價值呈正向影響；三、賽會服務品質對滿意度呈正向影響；四、賽會運動參與者知覺價值與滿意度對行為意圖呈正向影響。本研究結論為，賽會運動參與者對adidas盃網球賽所呈現的重要性及資訊等意象認知愈高，將有助於提高參與者對賽會服務品質的正向感受，且參與後知覺之價值感及滿意度亦會提升，最終可促進運動參與者對賽會的正向行為意圖，此結果將有助於賽會的持續辦理及網球運動的推廣。最後根據分析之結果提出實務與研究建議，可提供給運動賽事推廣單位及相關研究作為參考。

關鍵字

賽會意象 ； 賽會服務品質 ； 知覺價值 ； 滿意度 ； 行為意圖

並列摘要

This study aimed to construct the participants' behavior model during the event sport with the confirmative factors of event image, event service quality, participants' perceived value, satisfaction and behavior intentions. With the use of convenient sampling, 455 questionnaires out of 492 were completed and analyzed, achieving 92% effective collection rate. Descriptive statistics, confirmatory factor analysis, structural equation model were used to analyze the questionnaire responses. The following four main results were found. Firstly, the constructed model in the present study fitted participants' behavior during adidas cup tennis event. Secondly, participants' event image during the event sport positively affected event service quality and perceived value. Thirdly, event service quality positively affected satisfaction. Fourthly, participants' perceived value and satisfaction had a positive effect on behavior intentions during the event sport. In conclusion, the higher the image cognition participants obtained, the more positive feeling toward the service quality, perceived value, and satisfaction of adidas cup tennis event participants had. Finally, such cognition also helped improve the positive behavior intentions of sport participants and promote relevant tennis sport as well. Based on the results, the suggestions for further studies were offered to sport event promotion and related research as a reference.

並列關鍵字

Event image ； Event service quality ； Perceived value ； Satisfaction ； Behavioral intentions

參考文獻

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