定期性運動賽會認知情感滿意度模式之研究－以動機為調節變項

Cognitive-Affective Model of Participant Satisfaction with a Periodic Reoccurring Sport Event-The Moderating Effect of Motivation

林怡秀(Yi-Hsiu Lin) ； 陳成業(Chen-Yueh Chen)

《臺灣體育運動管理學報》 7期 (2008/12) Pp. 52-68

https://doi.org/10.6547/tassm.2008.0011

摘要

目的：本研究主要欲重新檢視Caro與Garcia(2007)利用歐洲樣本所提出的認知－情感滿意度模式是否在亞洲地區亦獲得驗證。此外，檢驗運動參與動機在該模式之調節效果亦為本研究之目的之一。方法：本研究採立意抽樣方法取得366份有效問卷。本研究以內部一致性檢視信度；以驗證性因素分析考驗本研究之效度。統計分析部分則使用統計軟體LISREL8.51，並將顯著水準訂於.05。結果：本研究結果顯示與Caro和Garcia的結果一致，即認知因子與情感因子為獨立變項配合失驗與中程度的直接關係為最佳模式。儘管失驗與滿意度之間存在著運動參與的調節效果與Caro和Garcia的結果一致，但是結果仍有些微之差異。整體而言，Caro和Garcia的模式在亞洲地區是得到驗證的。討論：在得知該模式得到驗證及滿意度及忠誠度相關變數之關係後，研究結果將有助於運動賽會發展行銷方法之參酌。

關鍵字

結構方程式 ； 驗證性因素分析 ； 參與動機 ； 調節效果 ； 忠誠度

並列摘要

This present study was to reexamine the cognitive-affective satisfaction model proposed by Caro and Garcia (2007a) in the Asian context as opposed to the European context. Additionally, testing the sport motivation moderator effect on the path coefficients was another purpose of the present study. Three hundred and sixty-six usable questionnaires were collected with convenience sampling in the yearly held run-up race organized by the Marathon Organization in the City of Taipei, Taiwan in November 2007. The results revealed that the model with cognitive and affective elements as independent variables along with a direct relationship between disconfirmation and loyalty possessed the best model fit among the competitive proposed models, which was in line with Caro and Garcia's findings. Furthermore, cognitive element and arousal factor played an important role in determining satisfaction while pleasure did not, confirming Caro and Garcia's work. Finally, although a moderating effect of sport motivation was found between disconfirmation and satisfaction, some divergent findings were shown in contrast to Caro and Garcia's study. Overall, the proposed model by Caro and Garcia was confirmed in the Asian context.

並列關鍵字

Structural equation modeling ； Confirmatory factor analysis ； Motivation ； Moderating effect ； Loyalty

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