大學校院運動會服務品質與參與者行為意圖之關係研究

The Relationship between the Service Quality and the Behavioral Intention in National Universidad Sports Games

鍾志強(Chih-Chiang Chung)

《運動休閒管理學報》 5卷1期 (2008/06) Pp. 73-83

https://doi.org/10.6214/JSRM.200806_5(1).0005

摘要

本研究透過對大學校院運動會參與者服務品質感受，探討運動會服務品質與行為意圖的關係。研究採用徑路分析，呈現出運動會服務品質構面對參與者行為意圖的影響情形與強弱程度，進而提供推行服務品質的行銷活動參考。本研究以152名大學校院運動會參與者為對象，研究發展「運動會服務品質」與「行為意圖」兩部份問卷，做為研究工具，以次數分配、因素分析及結構方程模式等統計方法進行分析。研究結果顯示：(一)運動會服務品質對於參與者行為意圖有正向的顯著影響存在。(二)運動會服務品質中，結果構面的影響最大。(三)參與者的行為意圖中，推薦他人參與的影響最大。

關鍵字

大學校院運動會 ； 行為意圖 ； 徑路分析

並列摘要

This study will contribute to understanding of the service quality and behavior intention on the participant of national universidad sport game. By introducing path analysis, this study examines the significance and the power degree, which are instrumental as useful references for those in similar industries to pursue the service quality. There were 152 participant of national universiade sport game used as the subjects. It also develops two questionnaires, including service quality and behavior intention for the sport games. The collected data were analyzed by frequency, factor analysis and structural equation model. This research finds that: (1) the service quality have an obvious influence on the behavior intention; (2) the outcome is the most significant factor in influencing the service quality; (3) the recommend others is the most significant factor in influencing the participants' behavior intention.

並列關鍵字

national universidad sport game ； behavior intention ； path analysis