健康路跑運動參與者休閒動機、涉入及消費行為之相關研究

A Correlation Study on Leisure Motivation, Involvement and Consumption Behavior of Health and Fitness Running Participants

陳南琦(Nan-Chi Chen)

《大專體育學術專刊》 93年度 (2004/05) Pp. 127-135

https://doi.org/10.6695/AUES.200405_93.0014

摘要

本研究目的在驗證跑步者之休閒參與動機、涉入及消費行為間的線性關係，以路跑運動參與者為對象，928位參加中華世界盃超級馬拉松路跑賽活動之參與者為研究對象。引用張孝銘（2003）慢地活動調查問卷做為本研究之研究工具。本研究以線性結構模式驗證研究假設，結果發現：一、參與者之休閒動機（健康體過能、體重管理、社交、壓力釋放）對涉入健康長跑活動有直接正面的影響存在。上述四個因素是促使路跑運動參與者持續涉入健康長跑的主要因素。二、涉入對路跑運動參與者之消費行為（產品創新、知識、媒體使用、意見領袖、價錢敏感度）有直接正面影響存在。上述五個因素是消費者涉入健康長跑活動後的主要休閒行為。三、「涉入」此一因素對消費者行為有直接正面的影響，亦即「涉入」為連結路跑運動參與者之「休閒動機」與「消費者行為」之中介變項。四、路跑運動參與者「健康體適能」典「體重控制」有相關存在。五、路跑運動參與者「涉入」健康長跑活動與「媒體使用」有相關存在，亦即涉入程度愈高之路跑運動參與者其媒體使用率愈高。六、路跑運動參與者在消費行為之「知識層面」與「意見領袖層面」有相關存在。本研究藉由瞭解路跑運動者消費者參與動機、涉入與行為三者之間的關餘，瞭解跑步休閒參與者之主要動機與消費心理，並掌握其消費行為，以提供運動產業與休閒服務產業在產品與服務推廣之參考。

關鍵字

休閒動機 ； 涉入 ； 消費者行為 ； 路跑運動

並列摘要

This study adapted Chang Hsiao-Ming's ”Investigation Questionnaire of Running Activity” as research tool and recruited 928 running participants from 2003 IAU look word cup as subjects to investigate the linear correlation on running participants' leisure motivation, involvement and consumer behavior of running participants. Research hypothesis were examined by LISREL. The results were as following: 1.Running participants' leisure motivation (health and fitness, weight management, sociability, and stress reduction) had directly positive influences on activity involvement. Those four factors were reasons which pushed running participants involvement in long distance running. 2.Running participants' involvement had directly positive influences on running consumption behavior (innovativeness, knowledge, media use, opinion leadership, and price sensitivity). Those five factors were primary leisure behaviors while consumer involvement in long distance running. 3.Involvement of running participants was intermediate factor of leisure motivation and consumption behavior. It means that ”involvement” was the intermediate variance which joined ”leisure motivation” and ”consumer behavior”. 4.There was positive correlation between ”weight management” and ”fitness” factors on running participants' leisure motivation. 5.There was positive correlation between running participants' ”involvement” and ”media usage”. It means that higher involving degree brought out higher media usage. 6.There was positive correlation between ”knowledge” and ”opinion leadership” factors on running participants' consumption behavior. By analyzing the relationship of running participants' leisure motivation, involvement and consumption behavior, this study tried to realize running participants' motivation and consumption behavior and to provide some suggestions for sport industry and leisure service industry.

並列關鍵字

leisure motivation ； involvement ； consumption behavior ； running sport