台灣路跑賽事參與者市場區隔分析

Market Segmentation Analysis of Participants' Behaviors of Road Running Events in Taiwan

劉照金(Chao-Chin Liu) ； 董燊(Shen Tung) ； 張俊一(Chun-Yi Chang)

《運動休閒管理學報》 19卷1期 (2022/06) Pp. 95-118

https://doi.org/10.6214/JSRM.202206_19(1).0006

摘要

本研究旨在探索臺灣路跑賽事參與者人口變數和參與行為的巿場區隔，並驗證區隔集群判別的有效性，以及比較區隔集群之間人口差異。本研究蒐集臺灣2015至2019年18項路跑賽事有效數據2036份，透過集群分析、區別分析和卡方檢定分析，結果如下：（一）參與者可有效地分為「男性高體驗群（903/44.35%）」、「女性中高體驗群（664/32.61%）」和「男性中低體驗群（469/23.04%）」，主要區隔變項是性別、參與意圖、再參與行為、賽事滿意度、目的地意象、參與動機、賽事意象及過去經驗；（二）91.3%的參與者觀測值可正確有效區隔分類為以上三群；（三）上述區隔三集群在性別、年齡、教育程度、職業、收入和參與率的卡方檢驗結果存在顯著差異。綜合而論，臺灣路跑賽事參與者的人口變項與參與行為可作為區隔變數，可正確有效區隔參與者為三個不同集群，而且三個集群在人口變項表現出顯著差異。因此，路跑賽事行銷和規劃應重視人口特徵、賽事品質、賽事形象、參與動機與滿意度，以維持參與者的滿意度與忠誠度。此外，應強化中低賽事體驗者感受，建立主動情感意識聯結社群，提升其路跑熱情與成就感，以增強其再參與行為和參與意圖。

關鍵字

小型運動賽事 ； 巿場區隔 ； 區隔變數 ； 集群分析

並列摘要

The purpose of this study is to segmented clusters of the demographic variables and participants' behaviors in Taiwan road running events, and to verify the validity of segmented discrimination, as well as to compare the population differences between segmented clusters. This study collected 2,036 valid data of 18 road running events in Taiwan from 2015 to 2019. The collected data were analyzed with cluster analysis, discriminant analysis and a chi-square test, the results are as follows: 1) The participants can be effectively segmented into the ＂Male and High Experience Group＂ (903 /44.35%), ＂Female and High-Middle Experience Group＂ (664/32.61%), and ＂Male and Middle-Low experience group (469/23.04%), the main segmented variables are gender, participation intention, revisit behavior, event satisfaction, destination image, motivation, event image and past experiences; 2) 91.3% of participants' observations can be correctly and effectively segmented into the above three groups; 3) There were significant differences in the chi-square test results which of gender, age, occupation, income and participation rate. In conclusion, the demographic variables and participation behaviors of Taiwan road running event can be used as segmentation variables, and the participants can be correctly and effectively segmented into three different clusters, and the three clusters show significant differences in demographic variables. Therefore, road running event marketing and planning should pay attention to demographic characteristics, event quality, event image, motivation and satisfaction in order to maintain participant satisfaction and loyalty. In addition, it is necessary to strengthen the feelings of those who experience low and medium level in events, establish active emotional awareness and connect the community, and enhance their enthusiasm and achievement in road running events, so as to enhance their behavior of revisit and intention.

並列關鍵字

Small-Scale Sporting Events ； Market Segmentation ； Segmentation Variable ； Cluster Analysis

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