本研究目的旨在探討健走休閒效益、活動滿意度與忠誠度之關係。研究方法以問卷調查法,針對2012年3月至7月法鼓山農禪寺舉辦之「輕鬆走.遇見禪」活動參與者為研究對象,採用便利抽樣,於7個梯次中現場發放,共發放350份問卷,刪除30份無效問卷,有效問卷320份,有效問卷回收率為91%。問卷內容以休閒效益量表、活動滿意度量表及忠誠度量表進行施測,所得資料以典型相關、階層迴歸及Sobel test等進行分析。研究結果發現:一、「社交效益」是影響健走參與者對活動滿意度之主要因素,且與「活動規劃」之相關較為明顯。二、健走休閒效益對活動滿意度與忠誠度具中介效果。未來在設計健走活動時,除考量健走運動可獲得生理效益、心理效益之外,同時也需思考參與者之社交需求,以作為規劃健走活動之主要情境元素,同時提升健走參與者之休閒效益,以符合活動主辦單位之舉辦目的與永續發展。
This study investigated the relationships among the leisure benefits of, activity satisfaction with, and loyalty to walking. A survey-based research design was adopted. Convenience sampling was employed, and seven sessions of on-site data collection were conducted from March to July of 2012 during the "Easy Walking, Easy Zen" program conducted by the Nugn Chan Monastery on Dharma Durm Mountain (DDM). A total of 350 questionnaires comprising a leisure benefits scale, activity satisfaction scale, and loyalty scale were distributed, and 320 valid questionnaires were examined after excluding 30 invalid questionnaires. The response rate was 91%. Canonical correlation, hierarchical regression, and Sobel tests were used to analyze the data. The results indicated that social benefit was the major factor influencing activity satisfaction among the participants and exerted a significant positive effect on activity planning. Leisure benefits mediated the relationship between activity satisfaction and loyalty. In addition to the physiological and psychological benefits of walking, the social aspect of need must be considered when designing situational elements for walking activities to provide leisure benefits to participants, conform to the event purpose, and develop the sustainability of host organizations.