馬拉松跑者參與動機、休閒效益與滿意度之研究

Abstract

本研究之目的為探討馬拉松跑者參與動機、休閒效益對於滿意度之影響，並以參與2013年北馬櫻花馬拉松選手為研究對象，採用問卷調查法蒐集相關資料，問卷內容包含參與動機量表、休閒效益量表、參賽滿意度量表，以及馬拉松跑者人口統計變項四個部分。研究者是以便利抽樣的方式進行問卷發放與調查，預試問卷發放200份，正式施測問卷發放450份，有效問卷為391份，回收率87%。回收資料以SPSS19.0進行資料處理，所得資料經描述性統計、獨立樣本t檢定、獨立樣本單因子變異數分析、雪費事後比較方法、皮爾森積差相關分析、一般多元迴歸分析。本研究的結果與結論為：馬拉松的參與者以男性跑者、年齡層以41-50歲者、具有大學（專）教育程度、收入方面在30,001-40,000元、職業以工商服務業者居多；不同年齡、教育程度之馬拉松跑者在參與動機上之社會支持構面有顯著差異；不同教育程度之馬拉松跑者在休閒效益之社交效益構面有顯著差異；參與動機、休閒效益與滿意度之間顯示顯著的正相關；參與動機之自我展現、社會支持與休閒效益之心理效益、生理效益等4個變項對滿意度有顯著的預測能力。本研究建議馬拉松賽事推展單位應強化跑者的參與動機、休閒效益，注重服務品質與行政效率以提升賽會滿意度，加強志工的召募與運用，重視跑者間口碑傳播的效力，切實掌握馬拉松賽會的整體規劃與核心價值，積極開發各種類型的賽事，進行差異化的特色行銷，以提升國內馬拉松運動的賽事品質，藉由馬拉松運動的推展，帶給跑者更多的休閒效益，政府與民間社團同心協力營造優質的馬拉松運動環境。

This study aims to explore the effects of Marathon runners’ participation motivation and leisure benefits on their satisfaction. With participants of the 2013 Shuangxi Cherry Blossom Marathon as the research subject, it adopts questionnaire survey to collect related information, including Participation Motivation Scale, Leisure Benefit Scale,Satisfaction Scale and Demographic Variables of Marathon Runners. The questionnaire survey was conduced by means of convenience sampling, with 200 pre-test questionnaires and 450 formal questionnaires given out respectively and retrieved 391 copies, the retrieve rate is 87%. The data collected are handled in line with SPSS19.0, which are analyzed based on Descriptive Statistics, Independent Sample t Test,Independent Sample One-way ANOVA, Scheffé’s Method, Pearson’s Product-moment Correlation Analysis, and Multiple Regression Analysis. The results and findings are as follows: most of Marathon participants are males aged between 41 and 50, with an education background of university or college and incomes of 30,001-40,000 NTD, and workers from industrial and commercial service account for the majority. Marathon runners with different ages and educational background have significant differences in terms of social support of participation motivation; those with different educational background perform quite different in the aspect of social benefit of leisure benefit.Besides, participation motivation and leisure benefit show significant positive correlation with satisfaction. The four variables, self-expression and social support in participation motivation, and psychological benefit and physiological benefit in leisure benefit, have significant predictive power on satisfaction. It is suggested that the Marathon promoting organizations should strengthen the participation motivation and leisure benefit for runners, focus on service quality and administrative efficiency in a bid to improve the satisfaction of Marathon. Efforts should also be made to enhance the recruitment and deployment of volunteers and value the effects of runners’word-of-mouth spreading to truly grasp the overall planning and core value of Marathon, actively organize various activities and different marketing with characteristics, so as to improve the quality and level of domestic Marathon games. Finally, through the promotion of Marathon, it hopes to bring more leisure benefits to runners and create a good environment with the concerted efforts of both government and civil organizations.