2022亞洲同志運動會參賽者參與動機、涉入程度與滿意度之研究
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2023
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Abstract
參賽者的參與動機是促成運動賽會的一個重要因素，參賽者基於不同的動機需求與對賽會的涉入程度，便會驅動其持續參與該項賽會。另外，過去研究也顯示運動賽會的參賽者動機與涉入會影響其對賽會的滿意度，2022亞洲同志運動會的舉辦也呈現臺灣透過運動賽會凸顯性別平權與友善城市的效益。本研究之目的在於瞭解2022亞洲同志運動會參賽者人口統計變項與特性；探究參賽者之參與動機、涉入與滿意度之間的相關性；以及分析參賽者之參與動機、涉入對滿意度的預測力。本研究以立意抽樣方式進行，研究對象為2022亞洲同志運動會的國內參賽者，於比賽結束後以線上問卷方式寄送至參賽者信箱調查，共回收有效問卷335份。本研究工具有參與動機量表、涉入量表、滿意度量表與人口統計變項，資料處理與分析包括描述性統計分析、皮爾森積差相關分析、多元迴歸分析。研究結果顯示 一、參賽者生理性別為男性 (62.4%)、性取向為同性戀 (47.8%)、年齡介於21-40歲 (87.2％)、教育程度大學 (67.5%) 居多。 二、參與動機、涉入程度及滿意度方面呈現顯著正相關。特別是「心理需求」和「情感涉入」在滿意度的品質因素上具有較高的相關程度。 三、參與動機、涉入程度對整體滿意度有顯著的預測力。本研究建議在賽會應該藉由強化參賽者的情感連結，並且優化服務品質，進而提高參賽者對賽事的滿意度和忠誠度，並吸引更多的人參與到這個有意義的活動中來。
The participation motivation of participants is essential for sporting event success, as different motivations and involvement levels drive ongoing participation. The 2022 Asia Gay Games in Taiwan highlight the benefits of promoting gender equality and afriendly city through such events. This study aims to understand the demographic variables and characteristics of the participants, explore the relationship between participation motivation, involvement, and satisfaction, and analyze their predictive power on satisfaction. Using purposive sampling, an online questionnaire was sent to domestic participants, receiving 335 valid responses. Data processing and analysis included descriptive statistical analysis, Pearson product-moment correlation analysis, and multiple regression analysis. The results show that the majority of participants were male (62.4%), homosexual (47.8%), aged 21-40 (87.2%), and college-educated (67.5%). Participation motivation, involvement, and satisfaction were significantly positively correlated, with"psychological needs" and "emotional involvement" showing higher correlations with satisfaction quality factors. Participation motivation and involvement significantly predicted overall satisfaction. This study suggests that event organizers should enhance participants' emotional connections and optimize service quality to increase participant satisfaction and loyalty towards the event. This will attract more people to participate in this meaningful activity.
The participation motivation of participants is essential for sporting event success, as different motivations and involvement levels drive ongoing participation. The 2022 Asia Gay Games in Taiwan highlight the benefits of promoting gender equality and afriendly city through such events. This study aims to understand the demographic variables and characteristics of the participants, explore the relationship between participation motivation, involvement, and satisfaction, and analyze their predictive power on satisfaction. Using purposive sampling, an online questionnaire was sent to domestic participants, receiving 335 valid responses. Data processing and analysis included descriptive statistical analysis, Pearson product-moment correlation analysis, and multiple regression analysis. The results show that the majority of participants were male (62.4%), homosexual (47.8%), aged 21-40 (87.2%), and college-educated (67.5%). Participation motivation, involvement, and satisfaction were significantly positively correlated, with"psychological needs" and "emotional involvement" showing higher correlations with satisfaction quality factors. Participation motivation and involvement significantly predicted overall satisfaction. This study suggests that event organizers should enhance participants' emotional connections and optimize service quality to increase participant satisfaction and loyalty towards the event. This will attract more people to participate in this meaningful activity.
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服務品質, 性別平等, 情感涉入, 運動賽事, Service Quality, Gender Equality, Sport Event, Emotion Involvement