主題性路跑參與者參與動機、涉入程度與滿意度之研究

Abstract

路跑活動在臺灣興起，大型馬拉松路跑賽事持續增加外，主題性路跑也成為民眾愛好的路跑形式之一，顯示臺灣民眾對於身心健康及休閒概念日益重視。主題性結合高人氣的路跑賽事，使參與者有更多元的路跑賽事可以選擇並投入，而延伸出本研究之研究目的為透過瞭解主題性路跑參與者，來分析個體對主題性路跑的參與動機、主題性路跑結束之後對路跑的涉入程度與整體賽事的滿意度之相關研究。方法：本研究透過問卷調查法的方式，來瞭解參與者的特性、動機、涉入程度及滿意度，並以「頂宵Yeah跑」、「超級英雄路跑」及「活屍路跑」的參與者為研究對象，總計發放問卷500份，剔除無效問卷後，有效問卷455份，回收率為91%。採用統計套裝軟體SPSS 18.0 進行分析，主要統計方法：描述性統計、獨立樣本t檢定、獨立樣本單因子變異數分析、雪費事後比較法、皮爾森積差相關及多元迴歸分析。本研究結果為：主題性路跑參與者為男性、年齡層以21-30歲、具有專科、大學教育程度、收入方面在20,000元以下、職業以學生居多；不同性別在社交因素上有顯著差異；不同年齡層與教育程度對好奇與學習觀光因素、健康與挑戰因素及文化休閒體驗因素有顯著差異；不同教育程度在涉入程度及滿意度各因素中有顯著差異；不同年齡層在涉入程度及滿意度中品質因素與身心因素有顯著差異；參與動機、涉入程度與滿意度之間呈現顯著正相關；參與動機中社交因素、健康與挑戰因素、文化休閒體驗因素與涉入程度各因素皆對滿意度有顯著預測能力。本研究建議主題性路跑主辦單位應加強參與者的社交因素及認知因 素，並改善服務品質以提升滿意度，加強工作人員的教育訓練。呈現主題時不失去路跑的核心價值，藉由主題性路跑的發展，讓更多參與者加入路跑運動，並延續主題性路跑的賽事承辦及達到全民運動的目的。Running events are rising in Taiwan in recently years. Large-scale marathon events keep growing and theme running events become one of favorite exercises for people which means Taiwan people emphasize health and leisure than before. The theme combines popular running events offers the participants can choose more types of running events. The purpose of this study attempts to understand participants of theme running events and analyze individual’s motivation of theme running, involvement of after finished the theme running and satisfaction of the overall running event. This study used questionnaires to understand characteristics of the participants, motivation, involvement and satisfaction, with the research subjects of “Ding-Hsiao Yeah Running”, “Super Hero Running”, “The Zombie Running”. The questionnaire survey was conducted by means of convenience sampling, with 500 formal questionnaires and received 455 copies, the received rate is 91%. The data collected are used with SPSS18.0 which analyzed by Descriptivw Statistics, Independent Sample t Test, Independent Sample One-way ANOVA, Scheffe’s Method, Pearson’s Product-moment Correlation Analysis, and Multiple Regression Analysis. The results are as flow: most of thematic running events’ participants are males, aged between 21 and 30, had education background of university or college and incomes of 20,000 NTD or less, students of majority. The runners with different gender has significant differences in terms of social factor of motivation; those with different age and educational background have significant differences in terms of curiosity, learning and sightseeing factor, health and challenges factors, culture and leisure experience factor of motivation; those with educational background and age have significant differences in terms of involvement and satisfaction. Motivation and involvement show significant positive correlation with satisfaction. There are seven factors significant predictive power on satisfaction, included social, health and challenges, culture and leisure experience of motivation and involvement. This study suggests that the organizers should strengthen participants’s social factor, cognitive factor and education training of staff to improve service quality and customer satisfaction. The running events have to show the theme without losing the core values. Running makes more participants to join this sport by developing the thematic running events, and continues thematic running events and achieve the purpose of the national exercise in the future.