業餘羽球賽事參與者動機、體驗價值與行為意圖之研究

Abstract

動機是一種需求促使人們產生行動，也就是個體對參與運動的驅力可藉由動機的強化而產生行為。Mathwick等 (2001) 研究指出，體驗價值係指在購買商品或服務後，人們獲得到的整體所有感受，在這互動中，產品或服務的優劣會對人們的消費價值產生影響。Zeithaml等 (1996) 認為行為意圖可以視為服務提供者能否成功留住消費者重要的指標。本研究探討之羽球賽事係指民間舉辦之業餘休閒羽球比賽，研究對象以業餘羽球賽事參賽者為主，探討其參與動機、體驗價值以及行為意圖等的情形，並使用滾雪球方式發放線上問卷，最終有效問卷為427份。本研究結果以男性球友、年齡層以41歲~50歲者、教育程度為大學 (專)、職業為軍公教、平均月收入為40,001~60,000元為最多，並且多數參賽者球齡超過21年，每週打羽球的頻率為1至2次，每年平均參加1至5次的業餘羽球賽事，有超過一半的參賽者曾經參加過校隊訓練。經研究發現，不同背景參賽者在參與動機、體驗價值有顯著差異，另外在參與動機、體驗價值與行為意圖之間存在顯著的正相關。進一步探討發現參與動機中的自我展現，以及體驗價值中的消費者投資報酬和趣味性等三個變項對行為意圖有顯著的預測力。建議未來舉辦羽球比賽的主辦單位應加強整體賽事服務品質與會場環境美感，讓球友們可以享受到更多優質的比賽體驗和物超所值的感受，並透過分級別與分年齡等賽制，區隔參賽者實力，增加競賽樂趣，使參賽者期待再次參與賽事，最後透過建立聯盟串聯全臺各地的羽球賽事，帶動國內羽球運動風氣的發展，從而使羽球賽事達到永續發展的目標。Motivation is a need that drives people to take action, meaning that an individual's drive to participate in sports can lead to behavior through reinforcement of motivation. Mathwick et al. (2001) stated that experiential value refers to the overall feelings people have after purchasing a product or service. In this interaction, the quality of the product or service will have an impact on people's consumption value. Zeithaml et al. (1996) consider behavioral intention as an important indicator of a service provider's ability to retain consumers. This study focuses on amateurbadminton events organized by the private institutions. The research subjects are amateur badminton event participants, and the study explores their participation motivations, experiential value, and behavioral intentions. An online questionnaire was distributed using a snowball method, and finally 427 valid questionnaires were collected. The study found that the majority of participants were male, aged between 41 and 50, with a university or college education, worked in the military or government institutions, and had a monthly income between 40,001 and 60,000 NTD. Most participants had been playing badminton for over 21 years, played badminton 1-2 times per week, and participate in 1-5 badminton events annually. Over half of the participants have participated in school team training. The study found significant differences in participation motivations and experiential value among participants with different backgrounds. There is also a significant positive correlation between participation motivation, experiential value, and behavioral intention. Further exploration found that three variables that significantly predicted behavioral intentions were self-expression in participation motivation, consumer return on investment, and playfulness in experiential value. Recommendations for future event organizers include improving overall service quality and venue aesthetics to enhance participants' experience and provide them with a sense of value for money; dividing players into different levels and ages through the system, the fun of the competition can be increased, so that the participants will look forward to participating in the competition again. Finally, by establishing a league to connect badminton events in all parts of Taiwan, can lead to the sustainable development of badminton events and the growth of badminton as a sport in Taiwan.