路跑參與者涉入程度對運動穿戴式裝置購買意願之研究

The Study on Participants' Involvement in Marathon and Purchase Intention of Sport Wearable Devices in 2015 Southern Taiwan Science Park's Marathon Race

楊語真(Yu-Chen Yang) ； 彭小惠(Hsiao-Hwei Peng) ； 謝立文(Li-Wen Hsieh)

《臺灣體育學術研究》 63期 (2017/12) Pp. 25-41

https://doi.org/10.6590/TJSSR.2017.12.02

摘要

目的：本研究主要目的為分析路跑參與者涉入程度對運動穿戴式裝置購買意願之預測效果，同時探討路跑參與者不同人口統計變項在涉入程度上之差異情形。方法：以報名2015年南科生態人文路跑之參與者為研究對象，採立意取樣，共發放450份問卷，在回收及剔除無效問卷後，有效問卷為418份，回收率為92.8%。研究方法以描述統計、獨立樣本t檢定、多變量變異數分析與簡單迴歸(SLR)進行統計分析。結果：描述統計結果顯示，2015年南科生態人文路跑參與者大部分為學生、男性多於女性、月支配所得在1萬元以下、年齡為25歲至34歲、多為大專校院教育程度、每週會進行1～2次跑步練習、過去曾參加過路跑活動、大部分是參加九公里、沒有購買過與沒有試用過運動穿戴式裝置參與者居多；更進一步分析發現，以上變項在涉入程度與運動穿戴式裝置購買意願上，都具有顯著差異性；結論：「涉入程度」對運動穿戴式裝置購買意願有顯著之預測效果；每週練習次數、路跑活動參加次數、參與之組別、有購買過與使用過運動穿戴式裝置之路跑參與者等變項，都會影響涉入程度；且涉入程度愈高者，對於運動穿戴式裝置購買意願也會較高。建議後續研究，可以朝向研究不同型態之路跑、主題、層級與規模等方向，來探討其對運動穿戴式裝置之購買意願。

關鍵字

馬拉松 ； 路跑 ； 運動穿戴式裝置 ； 涉入程度 ； 購買意願

並列摘要

Purpose: The purposes of the study were to analyze the participants' involvement in marathon race in order to predict their purchase intentions toward sport wearable devices, and to understand if there were any differences in descriptive statistics of the participants' involvements in marathon. Method: The subjects were selected from the registered runners in 2015 Southern Taiwan Science Park's marathon race. A total of 450 questionnaires were administered, from which 418 were usable, making the response rate of 92.8%. Data collected were later analyzed by descriptive statistics, t-test, MANOVA and Simple Linear Regression analysis. Result: The results showed that most of the participants were students, male, disposable income under $10,000 per month, 25-34 years old, universities level of education, practicing running 1-2 times per week, attended running activity once before, registered in 9k group, and never bought or used sport wearable devices before. Conclusion: The participants' involvement in marathon could predict purchase intentions effectively. Some variables could affect the participants' involvement in marathon race, such as how many times to practice every week, how many times to participate in marathon race, levels of competition, have ever purchased or used sport wearable devices; and the higher the participants' involvement in marathon, the higher the purchase intentions. It is suggested that future studies look at different competition levels, types of marathon race, varies main themes of races, and how big the race event to further research the purchasing intentions of sport wearable devices.

並列關鍵字

marathon ； race ； sport wearable device ； involvement ； purchase intention

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