定向越野賽事服務品質、滿意度及再參加意願之研究

Service Quality, Satisfaction and Repeat Attendance Intention in an Orienteering Event

陳永洲(Yung-Chou Chen) ； 李冠逸(Kuan-Yi Lee)

《中正體育學刊》 5期 (2015/09) Pp. 1-20

https://doi.org/10.30093/CCPEJ.201509_(5).0001

摘要

慢跑是國人最常從事的運動之一，為滿足日益增加的跑者參賽需求，近來許多新的路跑、馬拉松、越野路跑賽事不斷地出現，但如果主辦單位缺乏相關專業知識與經驗，可能使跑者產生負面的參賽經驗，不利路跑活動推廣。目的：本研究旨在探討影響定向越野賽事參與者滿意度及再參與意願的關鍵服務品質因素。方法：以問卷方式調查2015年運動故事館盃「國際定向越野挑戰賽」暨「全國中小學生定向越野錦標賽」的181位參與者，並依據文獻提出「影響定向越野賽事再參與意願之關鍵服務品質模式」。結果：研究結果顯示，參與者以居住在南部且有跑步經驗的男性大學生為主，對賽事整體感到滿意，並普遍具有高度再參與意願。不同背景的參與者在服務品質、滿意度及再參與意願，沒有差異。結構方程模式檢驗結果發現，服務品質中的可信賴性及有形實體因素對滿意度有顯著正向影響，其中又以可信賴性的影響程度較大，而滿意度也進一步對再參與意願有顯著正向影響。結論：建議賽事主辦單位應強化專業能力及形象，並妥善選擇及規劃比賽場地器材，提高賽事關鍵服務品質水準，以提升參與者滿意度及再參與意願。

關鍵字

定向越野 ； 服務品質 ； 滿意度 ； 再參與意願

並列摘要

Running is one of the most popular sports in Taiwan and the number of participants is increasing rapidly in recent years. New running events emerged to meet the demands of these new runners. If the organizers lack the ability to build high-quality events, these new runners may experience the negatives of the events, the sport, and may even quit. purpose: The purpose of this study is to explore the service quality factors which have the determinant influence on participants' satisfaction and repeating attendance intention through examining the proposed model. Method: A total of 181 participants of the 2015 CCU Sport Museum Cup Orienteering Event finished the survey questionnaires. Result: The participants were mainly male, undergraduate students, experienced runners, living in the southern Taiwan, generally satisfied with the event, and having high repeating attendance intention. Participants in different demographic groups rated similarly on service quality, satisfaction, and repeating attendance intention. Reliability was the most influential service quality factor on satisfaction and repeating attendance intention, followed by tangibles. Satisfaction also had positive influence on repeating attendance intention. Conclude: Future event organizers may improve the service quality related to reliability and tangibles factors to increase participants' satisfaction and repeating attendance intention.

並列關鍵字

Orienteering ； service quality ； satisfaction ； repeatattendance intention