2004 ING台北國際馬拉松參賽者涉入程度、滿意度及再參加意願之研究

Exploring the Relationship among Involvement, Satisfaction, and Repurchase Intention of 2004 ING Taipei International Marathon Participants

陳薇先(Wei-Hsieh Chen) ； 邵于玲(Jackie Yu-Lin Shao)

《北體學報》 14期 (2006/12) Pp. 146-156

https://doi.org/10.6167/TPEC/2006.14.13

摘要

本研究目的在於了解運動賽會參賽者涉入程度(involvement)對滿意度(satisfaction)與再參加意願(repurchase intention)之影響，及三者間相互關係。許多研究指出，影響運動賽會參賽者再次參加的原因，除其所具備的競賽意涵外，其中的服務接觸也是影響民眾再次參與的重要關鍵。而運動賽會參賽者之涉入程度，及對賽會滿意度的評量狀況，皆是影響其再次參與賽會的重要因素。本研究以「2004ING台北國際馬拉松」半程馬拉松組及短程路跑組參賽者，共290名為對象，進行抽樣並施以問卷調查。結果發現：（一）運動賽會參賽者之涉入程度與滿意度呈正相關；（二）運動賽會參賽者之涉入程度與再參加意願呈正相關；（三）涉入程度高的運動賽會參賽者，在滿意度及再參加意願上較涉入程度低者表現強烈；（四）運動賽會參賽者之涉入程度越高，其涉入程度對滿意度之影響越大。由本研究結果可知，涉入程度與滿意度對於運動賽會參賽者的再參加意願皆呈現正向關係，涉入程度越高的運動賽會參賽者，其滿意度受涉入的影響越大。故以馬拉松賽會而言，提昇參賽者對賽會之參與感及認同感，以增進其涉入程度及再參與意願，將是成功舉辦賽會之重要關鍵。

關鍵字

涉入程度 ； 滿意度

並列摘要

The purpose of this study was to explore the relationship between sport involvement, satisfaction, and repurchase intention. Several researches indicated that except the sporting event itself, service is a significance factor affected participants' repurchase intention. In addition, level of involvement was considered as a critical element to influence participants' satisfaction and the repurchase intention. This research was conducted during ”2004 ING Taipei International Marathon” using convenience sample with a final sample of 290. The primary findings were: (a) the level of involvement was found positively related to satisfaction and repurchase intention, (b) highly involved participants expressed greater overall satisfaction and repurchase intention than lower involved ones, (c) participants with higher level of involvement expressed stronger satisfaction and repurchase intention than those with lower level of involvement, and (d) the deeper the participant involved into the event, the greater the influence to their satisfaction. From practical perspective, event organizers may want to increase participants' recognition and identification to this event, as well as their level of involvement to encourage re-participation.

並列關鍵字

involvement ； satisfaction

參考文獻

ING台北國際馬拉松網站

ING台北國際馬拉松網站

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