新型冠狀病毒態勢對賽會形象與民眾賽會參與意願影響性

目的：探討COVID-19三級警戒在運動賽會網路評論對賽會形象與民眾賽會參與意願之影響性。方法：採立意抽樣進行網路問卷調查，調查時間以三級警戒為切點，在疫情前、後與總體數值作三項數據樣本，請受試者填答網路評論對賽會形象與賽會參與意願因素結構初探。針對民眾社經背景、網路評論使用行為與各變項進行描述性統計與結構方程模式路徑分析檢定，經剔除無效問卷後，合計有效問卷733份。結果：檢視三項數據樣本，網路評論、賽會形象與賽會參與意願皆具有顯著結構模式與路徑分析上都具有良好表現；賽會形象對網路評論與賽會參與意願具有中介效果。結論：網路評論不僅對賽會形象與賽會參與意願有直接的影響，也會因賽會形象提升增進賽會參與意願。另一方面，COVID-19態勢使得民眾對賽會形象看法產生轉變，進而影響賽會參與意願。在辦理運動賽會的各項經濟效益上已有許多研究深入探討，然面對疫情態勢，主辦方與民眾皆需要換位思考相互體諒，共同對抗疫情迎來全面新生活。

關鍵字

COVID-19 ；單項運動賽會；網路評論

並列摘要

Introduction: Discuss the impact of the COVID-19 three-level alert on thesport event image and sport event participation in the online reviews of sport event. Method: Use intentional sampling to conduct an online questionnaire survey. The investigation time was based on the three-level alert. Three data samples were made before, after and the overall value of the epidemic. The subjects were asked to fill in the online reviews on the sport event image and the sport event participation in the event. Elementary exploration of factor structure. Descriptive statistics were conducted on the social and economic background of the people, the behavior of using online comments, and various variables. Each variable was verified using structural equation models and path analysis. After excluding invalid questionnaires, a total of 733 valid questionnaires were obtained. Result: Looking at the three data samples, online reviews, the sport event image, and the sport event participation in the event are all have good performance in structural mode, and path analysis; the sport event image has an intermediary effect on online reviews and sport event participation. Conclusion: Internet comments not only had a direct impact on the sport event participation and the sport event image, but also increase the sport event participation in the event due to the improvement of the sport event image. On the other hand, COVID-19 will cause the public's perception of the sport event image, which in turn will affect the sport event participation in the event. There have been many research results in the promotion of various economic effects of sports events. However, in the face of the epidemic situation, the organizers and the public need to think about and understand each other, and jointly fight the epidemic to usher in a comprehensive new life.

並列關鍵字

coronavirus disease 2019 ； single sport event ； online reviews

參考文獻

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新型冠狀病毒態勢對賽會形象與民眾賽會參與意願影響性

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