知覺價格、品質、價值與參賽意圖—以臺灣地區馬拉松為例
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2018
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本研究旨在探討臺灣地區馬拉松知覺價格、品質、價值與參賽意圖之關係。以10年內 (2009-2018年)曾參與臺灣地區馬拉松參賽者為研究對象，於2018年3月26日至3月27日透過網路問卷形式發放630份，有效問卷609份，並以描述性統計、皮爾森積差相關、線性迴歸等進行統計分析：研究發現如下：
一、臺灣地區馬拉松參賽者以男性較多，近年來女性參賽人口大幅度提升；參與概況中， 顯示臺灣已有許多馬拉松深度涉入者；調查最多人參賽的馬拉松中發現：場次北部大於南部，多為大都會區，且多具有國際賽道認證，舉辦皆有五年以上，賽事報名 費介於950-1500元之間
二、大部分參賽者對於價格表示在意，深入了解參賽者運動涉入程度，更能預測其對運動裝備之購買意願；知覺品質當中：環境品質為得分最低，除了需要加強工作人員的專業訓練外，交通接駁、安全措施及路線規劃最需要強化，賽事主辦方需在賽事品質與民眾感受中取得平衡。
三、知覺價值部份中介知覺價格與參賽意圖：顯示價格為影響參賽者參賽的因素之一，探討知覺價格需要與賽事品質或其他因素探討，更能有效預測其參賽意圖。
四、知覺價值完全中介知覺品值與參賽意圖：賽事的品質對於參賽者尤其重要，影響參賽者對於賽事的整體評價，當參賽者能能夠對於賽事產生正面的評價，更成為是否繼續參賽的重要條件。
基於上述理論，賽事品質方面：應致力將賽事推展符合國際競賽標準，獲得更多賽事認證肯定，賽道路線規劃及交通、接駁車上為賽事品質中最需加強的部分；臺灣地區馬拉松參賽者以壯年人口最多，男性大於女性，而女性賽事亦為具潛力之市場，後續賽事舉辦單位可據參賽者背景資料，以精緻化、專業化的理念設計賽事；資訊公開之方式使參賽者易於比較參賽的成本效益；交通住宿及裝備的花費的部分，可規劃相關馬拉松套裝遊程，與相關單位異業結盟，增加參賽者停留時間，促進運動消費。
The study designed to reveal the relationship among perceived price, quality, value and intention of marathon participant in Taiwan. This research employed the internet questionnaire survey for analysis. There were 609 valid questionnaires, filled out by those who had participated in a marathon within the last ten years (2009-2018). The data collected are handled in line with SPSS 23, which are analyzed based on Descriptive Statistics, Pearson Product-moment Correlation Analysis, Linear Regression Analysis. The results were derived as follows: 1.The main group of marathon participant in Taiwan was male people. Participant of the female growing up fast. There are more and more marathon deep involvement in Taiwan these years. The result of the survey found that the most popular events in Taiwan most held at the metropolitan area in the north, had international track certification, held for more than five years and their registration fee are between $950-1500 NT dollars. 2.The most of the participants are concerned about the registration fee. Their involvement and purpose of attending marathon could be probed in-depth to predict their purchase intention. The organizer need to obtain the balance between quality of the events and residents feel. It must to strengthen staff training, traffic connection service, safety measures and route planning. 3.Perceived value has a partial mediating effect on the relationship between perceived price and intention of participate. The result indicated that: “Price” is one of the reason influence participation but there are still another reasons need to discuss together for better predict the intention of participate. 4.Perceived value has a complete mediating effect on the relationship between perceived quality and intention of participate. The quality of event influences the overall evaluation of the participant .When the participant has a positive evaluation, it will influence whether they participate continually. According to the research results: The organizer need to put more efforts to promote the event in line with international competition standards. The road route planning, traffic connection service are the most important parts of the event quality. Women had consumption potential, marketing strategy could be aimed at events such as more delicate, beautiful design and event packaging. The way information is disclosed makes it easy for participants to compare the cost-effectiveness of the events. Planning the relevant marathon package tour, and form an alliance with relevant units to increase the stay time of participants and promote sports consumption.
The study designed to reveal the relationship among perceived price, quality, value and intention of marathon participant in Taiwan. This research employed the internet questionnaire survey for analysis. There were 609 valid questionnaires, filled out by those who had participated in a marathon within the last ten years (2009-2018). The data collected are handled in line with SPSS 23, which are analyzed based on Descriptive Statistics, Pearson Product-moment Correlation Analysis, Linear Regression Analysis. The results were derived as follows: 1.The main group of marathon participant in Taiwan was male people. Participant of the female growing up fast. There are more and more marathon deep involvement in Taiwan these years. The result of the survey found that the most popular events in Taiwan most held at the metropolitan area in the north, had international track certification, held for more than five years and their registration fee are between $950-1500 NT dollars. 2.The most of the participants are concerned about the registration fee. Their involvement and purpose of attending marathon could be probed in-depth to predict their purchase intention. The organizer need to obtain the balance between quality of the events and residents feel. It must to strengthen staff training, traffic connection service, safety measures and route planning. 3.Perceived value has a partial mediating effect on the relationship between perceived price and intention of participate. The result indicated that: “Price” is one of the reason influence participation but there are still another reasons need to discuss together for better predict the intention of participate. 4.Perceived value has a complete mediating effect on the relationship between perceived quality and intention of participate. The quality of event influences the overall evaluation of the participant .When the participant has a positive evaluation, it will influence whether they participate continually. According to the research results: The organizer need to put more efforts to promote the event in line with international competition standards. The road route planning, traffic connection service are the most important parts of the event quality. Women had consumption potential, marketing strategy could be aimed at events such as more delicate, beautiful design and event packaging. The way information is disclosed makes it easy for participants to compare the cost-effectiveness of the events. Planning the relevant marathon package tour, and form an alliance with relevant units to increase the stay time of participants and promote sports consumption.
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報名費, 賽事認證, 賽道規劃, 運動觀光, 運動產業, registry fee, certification event, track planning, sports tourism, sports industry