目的:本研究從參與者心裡的角度出發,目的旨在瞭解組織資源投入如何影響個人對資源投入的回應,進而達到參與者對賽會的忠誠度。方法:研究方法是以Okayasu、Nogawa,與 Morais於2010年所提出的資源投入模型為理論基礎,以參與2012年大甲馬拉松路跑活動參與者為研究對象進行施測,有效樣本共357名,除驗證量表是否具有良好之效度與信度外,並進行資源投入與活動參與者忠誠度之關聯性分析。資料採用SPSS12.0版及AMOS17.0版統計套裝軟體進行描述性統計、徑路分析。結果:研究結果發現:知覺主辦單位投入的資源對參與者回應的資源投入具有顯著直接影響,參與者回應的資源投入對忠誠度具有顯著直接影響。模式中各徑路皆達統計顯著水準(p<.05)。結論:研究結論顯示:經由結構方程模式驗證性分析之後,所提出之模式適用於此研究,其結果可作為往後舉辦相關賽會之參考。
Purpose: The study was based on the psychological perspective to explore how organizational investments affect personal resource investments, and further obtain the loyalty. Methods: The purpose of this study was to use the Resource Investments Model proposed by Okayasu, Nogawa and Morais in 2010 for exploring the relationship between resource investments and activity loyalty. 357 runners of the 2012 Marathon Activity in Daja were selected for verifying the validity and reliability of the scale. The data were analyzed by statistic analysis such as frequencies, means, path analysis using SPSS for windows 12.0 and AMOS software packages. Results: There were significant effects of the resource investments recognition by the sponsor vary on the resource investments, and the results of paths analysis in the model were significant (p<.05). Conclusion: The study suggested that the Resource Investments Model could be used as a reference for developing strategies of sport management and tourism relative recreational sport events in Taiwan.