路跑參與者參與動機、涉入程度與休閒效益之研究

A Study of the Effect of Road Running Participants' Motivation,Involvement on the Leisure Benefit

潘義聖(Yi-Sheng Pan)

指導教授 ： 朱瑞淵

朝陽科技大學/管理學院/休閒事業管理系/碩士(2016年)

摘要

近幾年在臺灣路跑活動賽事逐年增加，且結合相關城市的特色文化、觀光行銷、公益慈善及相關主題，使路跑參與者有更多元的路跑活動可以選擇參與並投入，並獲得各項休閒效益，而延伸出本研究之研究目的，本研究旨在瞭解者路跑參與者參與動機、涉入程度與休閒效益研究，故以臺灣各地區舉辦路跑活動參與者為主要研究範圍與對象，回收有效問卷400 份。
研究結果顯示：路跑參與者以男性居多，年齡以 21～30 歲最多，大部分為未婚，教育程度則以專科、大學最多，職業則以工業/製造業較多，平均每月收入在20,001～40,000 元之間比例最高，參加路跑活動年資以一年以下的資歷最多，投入每次練習跑步時間以31～60分比例最高，每周練習幾次以1～2次較多，參加組別則以12公里(含)以下為參與者為最多。路跑參與者對於參與動機及休閒效益認知呈現高程度評價，而涉入程度認知程度呈現中高程度評價。迴歸分析顯示，路跑參與者參與動機、涉入程度對休閒效益有顯著影響；路跑參與者參與動機、涉入程度對休閒效益皆有顯著正向影響；參與動機對涉入程度有顯著正向影響。由多變量變異數分析結果顯示路跑參與者部分基本資料對參與動機、涉入程度與休閒效益有顯著差異。
本研究建議政府或相關單位在舉辦路跑活動賽事應建立優質的品牌形象，掌握路跑活動核心價值，發揮行銷創意進行差異化的賽事規劃，並結合地方特色推廣運動觀光，滿足喜愛路跑參與者或未接觸路跑的新目標消費族群個人需求，來增進路跑參與者參與動機及涉入程度之意願，期能達到或獲得各項休閒效益。

關鍵字

休閒效益 ； 涉入程度 ； 參與動機

並列摘要

In recent years, the number of road running events has been on the increase and many races incorporate the local cultures of the cities where they are hosted, which offers road running participants more options to choose from and even join. People are obtaining leisure benefits from taking part in these activities and this serves as the background of the study. This study aimed to understand the motivation, involvement, and leisure benefit of road running participants. The research scope and study object focused on the participants of the road running events held in Taiwan, and 400 effective questionnaires were collected.
The results showed: the road running participants were mostly male, aged between 21 and 30, single, and with Bachelor degrees. Their occupations were mostly industry and manufacturing related, with average monthly income of NT $20,001-40,000. Most of the participants surveyed started joining road running events less than one year prior to the study, the majority of their practice duration falling between 31 and 60 minutes with the frequency of 1-2 times per week. Most study objects participated in races of less than 12 kilometers in length. Road running participants exhibited a high degree of evaluation for cognitive motivationand leisure benefit, and they also exhibited medium higher degree of evaluation for involvement. Regression analysis showed that the road running participants’ motivation and involvement have significant impact on leisure benefit. The results of MANOVA analysis indicated that the personal background of road running participants brought about significant differences on motivation, involvement and leisure benefit.
This study suggests that the government or organizations should establish a high-quality brand image while hosting road running events, grasp the core values of the race, make use of creative marketing to differentiate event planning, and incorporate local characteristics to promote sports tourism. By doing so, they can meet the need of both enthusiasts and new target group who have never tried road running before,and enhance road running participants’ motivation and involvement, which can help obtain the leisure benefit.

並列關鍵字

Leisure Benefit ； Involvement ； Motivation

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