海洋遊憩參與者活動涉入、滿意度及行為意向之研究

A Study on Activity Involvement, Satisfaction Level, and Behavioral Intention of Ocean Leisure Participants

鄭桂玫(Kuei-Mei Cheng) ； 吳政隆(Cheng-Lung Wu)

《運動與觀光研究》 2卷1期 (2013/03) Pp. 7-20

https://doi.org/10.6198/Sports.2013.2(1)3

摘要

本研究旨在探討海洋遊憩活動參與者在休閒涉入、滿意度對行為意圖的影響，以至澎湖從事海洋遊憩活動消費的遊客為研究對象，利用便利抽樣方法進行問卷發放，問卷發放時間為2011年7月20日至8月10日，總計發放273份，共得有效問卷250份，有效回收率為91.5%。研究結果顯示：（一）海洋遊憩參與者休閒涉入對滿意度有顯著正向之影響；（二）海洋遊憩參與者休閒涉入對行為意向有顯著正向之影響；（三）海洋遊憩參與者滿意度對行為意向有顯著正向之影響。

關鍵字

吸引性 ； 中心性 ； 自我表現 ； 結構方程模式

並列摘要

This study aims to investigate the relations of activity involvement, satisfaction level, and behavioral intention of ocean leisure participants. Tourists that participated in ocean leisure activities in Penghu were surveyed as research subjects. With convenience sampling, 273 copies of questionnaire were issued between July 20 to August 10, 2011 with 250 copies returned, reaching 91.5% response rate. Research results indicate that: (1) leisure involvement of ocean leisure participants has a significant positive influence on satisfaction level; (2) leisure involvement of ocean leisure participants has a significant positive influence on behavioral intention; and (3) satisfaction level of ocean leisure participants has a significant positive influence on behavioral intention.

並列關鍵字

attractiveness ； centrality ； self-expression ； structural equation modeling