- 學位論文
繳款機制與報名意願關聯性之分析--以馬拉松賽事為例
The Analysis of the Relationship between Payment Mechanism and Registration Willingness——An Example of Marathon Games
摘要
近年來因政府大力推動打造台灣運動島的政策，使馬拉松賽事在台灣蓬勃發展，但隨著賽事舉辦的場次越來越多，導致各賽事的參賽人數被稀釋，因此可能造成經費不足進而影響賽事品質甚至退費取消賽事，所以如何提升報名意願對主辦單位而言是相當重要的議題；而影響跑者報名意願的因素眾多，本研究主要將重點放在報名的繳款機制。本研究以問卷收集資料，資料分析結果顯示，在人口統計變項中，跑者會因為其自身參賽經驗的不同而影響其報名意願，換言之，當跑者的報名經驗愈豐富及愈常參加長距離的比賽，其報名意願也會愈高；此外，跑者認為當網路報名金流管道的服務品質愈高，其報名意願也會愈高，而當跑者認為網路報名金流管道的交易成本愈高，其報名意願會愈低，另外，當報名網站提供第三方支付及清算平台，也會提高報名者的報名意願，相關研究結果可於研究結束後提供給主辦單位做為設計報名繳款機制之參考。
並列摘要
Taiwanese government has been promoting “Island of sports” slogan recent years. Participating marathon events becomes a trendy activity for the public. Numbers of participants can be diluted by increased activities among different sports. Therefore, quality of each event can be affected by insufficient funding. How to increase number of participants and funding becomes an important issue. There are different factors can affect participation rate. This research will focus on investigating online registration and billing mechanisms. This research collects information by means of questionnaires, Based on the analysis results those who have more prior registration experience and marathon participation generally are more willing to register. Meanwhile, the registration rate can be increased when the payment Mechanism of online registration sites provide higher service quality and lower transaction fee. Related research can provide officials some insights about optimizing online payment and registration mechanisms.