觀眾對免費觀賞型賽會服務品質知覺、滿意度與行為意圖關係之研究

Relationships among the Perceived Service Quality, Satisfaction, and Behavioral Intentions of Spectators in Free-to-View Sports Events

許程淯(Cheng-Yu Hsu) ； 鍾麗民(Li-Mine Chung) ； 楊世傑(Shih-Chieh Yang)

《臺灣體育運動管理學報》 13卷3期 (2013/09) Pp. 247-270

https://doi.org/10.6547/tassm.2013.0011

摘要

本研究旨在探討免費觀賞型賽會，觀眾對賽會服務品質、滿意度與行為意圖之關係。研究方法採用服務品質、賽會品質、服務滿意度、賽會滿意度與行為意圖等量表，針對現場觀眾以立意抽樣方式進行問卷調查，總計發出400份，回收有效問卷357份，有效回收率89%。以描述性統計、相關分析及多元迴歸分析等方式進行資料處理。研究結果發現免費觀賞型賽會觀眾之服務滿意度對服務品質與行為意圖具有中介效果，及賽會滿意度對賽會品質與行為意圖具有中介效果。建議免費觀賞型賽會管理者，除了提昇比賽氣氛，亦要同時兼顧服務品質與賽會品質。未來研究建議針對比賽氣氛因素進行驗證，及服務品質與賽會品質之間的關係進行探討。

關鍵字

免費觀賞型賽會 ； 賽會管理 ； 服務品質知覺

並列摘要

This study explored the relationships among the perceived service quality, satisfaction, and behavioral intentions of spectators at free-to-view sports events. The applied measurement scales included scales measuring service quality, game quality, service satisfaction, game satisfaction, and behavioral intentions, and relevant data were collected from spectators at a triathlon in Taiwan. We conducted a questionnaire survey by employing purposive sampling of a total of 400 participants in the event. After the collected data was analyzed using descriptive statistics, correlation analysis, and multiple regression analysis, the results strongly indicated that service satisfaction exerts a mediating effect on the relationship between service quality and the behavioral intentions of the spectators at the sports events; a mediating effect of game satisfaction on the relationship between game quality and the behavioral intentions of spectators was also observed. According to the results, we suggest that sports event managers focus on enhancing the game atmosphere and maintaining the quality of services and games. In the future, studies can examine the factors contributing to the game atmosphere and explore the relationship between service quality and game quality.

並列關鍵字

free-to-view sports events ； sports events management ； perceived service quality

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