洄瀾國際鐵人三項精英賽體驗價值量表編製之研究

隨著休閒運動的風氣盛行，國人對於休閒運動習慣及健康意識也相對改變，從事休閒運動的人口比例逐步成長，國內各項運動賽事也相繼蓬勃，如：鐵人三項運動、馬拉松等已成為新興熱門的運動之一，因此，本研究依據Mathwick, Malhotra and Rigdon (2001)所提出的體驗價值量表，來建構洄瀾國際鐵人三項精英賽體驗價值之量表型態模式，以2016年花蓮洄瀾國際鐵人三項精英賽參賽者為研究的對象，發放問卷共計170份，回收160份，問卷回收率為94.1％；其中150份為有效問卷，有效問卷回收率為93.8％。資料經結構方程模式之驗證性因素分析，研究結果如下：(1)洄瀾國際鐵人三項精英賽體驗價值量表是一個具有投資報酬、服務優越性、美感及趣味等4個因素的一階多因子模式量表，題項共計10題(2)量表具有良好的信效度。(3)本研究結果可提供運動賽會主辦單位後續之參考。

關鍵字

投資報酬；服務優越性；美感；趣味

並列摘要

With the prevalence of recreational sports, people have changed their leisure habit and heath awareness. The sports population and various spots events have also increased. For example, triathlon or marathon has become one of the popular sports. Thus, this study was based on the experience value scale proposed by Mathwick, Malhotra, and Rigdon (2001) to develop a new scale model. The participants were selected from 2016 Hualien cup international triathlon elite contest. A total of 170 questionnaires were distributed, and 160 were returned indicating a 94.1% response rate. The valid responses were 150 with a 93.8% response rate. The data analysis was used structure equation modeling through measurement model's confirmatory factor analysis. The results were that Hualien Cup International Triathlon Elite Contest scale was presented a return on investment, superior service, aesthetic sense, and interesting. In addition, the scale had a good reliability and validity. Therefore, this study will provide follow-up reference for the organizer.

並列關鍵字

Return On Investment (ROI) ； Superior Service ； Aesthetic Sense ； Interesting

國際替代計量

洄瀾國際鐵人三項精英賽體驗價值量表編製之研究

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