馬拉松參與者對綠色賽事行動涉入、滿意度與再參與意願之研究

Abstract

馬拉松賽事已成為臺灣民眾普遍參與的運動項目，具有宣傳效果強、號召力大、影響力廣等特性。然而，大量參賽人數與豐富的補給和紀念品，導致資源過度消耗，對環境造成衝擊。為追求永續發展，賽事主辦單位開始關注減碳議題與綠色環保措施。本研究目的在探討馬拉松參與者對綠色賽事行動涉入程度、滿意度與再參與意願之間的差異性與相關性。以2024新北市萬金石馬拉松為研究範圍，參賽跑者為研究對象，透過立意抽樣方式於現場面對面發放電子問卷進行問卷調查，共發出400份問卷，回收293份有效問卷。研究工具採用涉入量表、滿意度量表、再參與意願量表及參與者基本資料。研究採用Cronbach’ s α 係數來檢驗量表信度，並經由描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析以及一般多元迴歸分析進行資料處理和分析。本研究結果為：一、參加有綠色賽事行動馬拉松參與者以男性，年齡31-40歲，教育程度為大專院校，從事工商服務業居多。每月平均在馬拉松賽事消費金額以5,000元以下為最多，平均每年參與馬拉松賽事3-5次為多數，平均馬拉松跑齡為5.11年。二、不同「性別」馬拉松參與者對有綠色賽事行動滿意度的「身心因素」呈現顯著差異。三、不同「年齡層」馬拉松參與者對有綠色賽事行動涉入程度及再參與意願呈現顯著差異。四、馬拉松參與者對有綠色賽事行動在「涉入程度」、「滿意度」及「再參與意願」呈現顯著正相關，特別是「情感涉入」與「再參與意願」呈現顯著正相關。五、馬拉松參與者對有綠色賽事行動「涉入程度」、「滿意度」及「再參與意願」具有顯著預測力。本研究建議提高參與者對綠色賽事行動的情感涉入，並提升賽事的服務和品質，可以增強參與者的滿意度和再參與意願。建議未來馬拉松賽事主辦單位或相關單位，可以在賽事環境永續方面持續努力，透過創新的綠色賽事措施，增進參與者與賽事環境永續的連結，吸引更多參與者參與賽事，實現賽事永續與環境永續雙贏的目標。

Marathon events, now a popular activity in Taiwan, are characterized by their strong promotional effects, high participation, and broad influence. However, the large number of participants, along with the provision of abundant supplies and souvenirs, has led to resource overconsumption and environmental impact. To address this, event organizers have increasingly focused on carbon reduction and green events. This study aims to explore the differences and relationships among marathon participants' involvement in green event actions, satisfaction, and re-participate intention, using the 2024 New Taipei City Wan Jin Shi Marathon as the research scope. A purposive sampling method was employed to distribute electronic questionnaires on-site, yielding 293 valid responses out of 400 distributed. The research tools include involvement scales, satisfaction scale, re-participate intention scales and participants' basic information. Reliability was tested using Cronbach’s α coefficient, and dataanalysis included descriptive statistics, independent sample t-tests, one-way ANOVA, Pearson correlation analysis, and multiple linear regression analysis. The research findings are as follows: 1. Results indicate that marathon participants involved in green event actions are predominantly male, aged 31-40, with college-level education and employment in industrial and commercial sectors; they spend an average of less than 5,000 NTD per month on marathon events and participate in 3-5 events annually with an average running experience of 5.11 years. 2. Significant differences in satisfaction regarding “physical and mental factors” were observed between male and female participants. 3. Age groups showed significant differences in levels of involvement and re-participate intention. 4. A significant positive correlation was found between involvement, satisfaction, and re-participate intention, with emotional involvement showing the strongest correlation with re-participate intention. 5. Involvement and satisfaction demonstrated significant predictive power for re-participate intention. The study suggests that enhancing emotional involvement in green event actions and improving event services and quality can increase participants’ satisfaction and willingness to participate again. Future marathon organizers are encouraged to pursue environmental sustainability through innovative green event actions to attract more participants and achieve the “win-win” dual goals of sustainable events and environmental sustainability.