富邦臺北馬拉松運動觀光滿意模式之研究

Sports Tourism Satisfaction Index Model for the Fubon Taipei Marathon

10.6547/tassm.2013.0015

曹校章(Hsaio-Chang Tsao)

活動形象 ； 運動觀光期望 ； 知覺服務品質 ； 知覺價值 ； 忠誠度 ； activity image ； sports tourist expectation ； perceived service quality ； perceived value ； loyalty

臺灣體育運動管理學報

13卷4期（2013 / 12 / 31）

339 - 367

繁體中文

本研究旨在驗證富邦臺北馬拉松活動運動觀光滿意模式。以2011年12月18日實際參與路跑之運動觀光客488名為研究對象，透過「富邦臺北馬拉松活動運動觀光客滿意模式問卷」進行調查，以結構方程模式進行資料分析。整體模式適配度與內在結構適配度指標多數符合統計標準，有部分構面未達標準，其中運動觀光期望構面，在變項平均抽取量未符合評鑑標準，連帶影響後續結構路徑係數。而從模式路徑分析可知，接受活動形象對於運動觀光期望、忠誠度；運動觀光期望對於知覺服務品質、知覺價值；知覺服務品質對於知覺價值、滿意度；知覺價值對於滿意度；滿意度對於忠誠度等有正向影響關係之假設；拒絕活動形象對於滿意度以及運動觀光期望對於滿意度有正向關係之假設。運動觀光產業有其產業的屬性與特殊性，運動觀光客的期望與實際滿意有所落差，建議未來研究可針對運動觀光期望與產業的特性建構或修正運動觀光滿意評估指標內涵。整體模式的路徑分析顯示活動形象會產生高度期望，在參與過程所感受到無論是有形的產品或無形的服務與期望相吻合時，相對的影響參與者對整體活動的參與感與價值感，同時會正向影響滿意度，進而提升忠誠度。

This paper presents the sports tourism satisfaction index model for the Fubon Taipei Marathon. The research was conducted on December 18, 2011 using the sports tourists’ satisfaction questionnaire as an index model for the Fubon Taipei Marathon. A total of 488 participants were included. A structural equation model was used to test the satisfaction index model. The results showed that most of the fit indices of the overall model and internal structure corresponded to the standards for statistics. However, the average variance extracted from the sports tourism expectation construct did not correspond to statistical criteria, thus decreasing the path coefficient of the construct. Based on path analysis, we confirmed the hypotheses of the positive correlations of ＂activity image＂ with ＂expectation＂ and ＂loyalty,＂ of ＂expectation＂ with ＂perceived service quality＂ and ＂perceived values,＂ of ＂perceived service quality＂ with ＂perceived values＂ and ＂satisfaction,＂ of ＂perceived value＂ with ＂satisfaction, ＂ and of ＂satisfaction＂ with ＂loyalty. ＂ However, we rejected the hypotheses of the positive correlation of ＂activity image＂ and ＂expectation＂ with ＂satisfaction.＂ In conclusion, the sports tourism industry exhibits unique results when there is a difference between expectation and satisfaction. We suggest that the model used in this study be further modified to account for the expectations and uniqueness of the sports tourism industry. The overall model demonstrated that activity image could generate high expectations for the quality of products and services. When expectation matches perceived value, the sense of participation and perceived value increase accordingly, and satisfaction and loyalty improve.

1. 李友錚、賀力行、姜吉生、連秋月(2005)。國家顧客滿意指標之發展與建構。品質月刊，41(12)，52-56。
   連結：
2. 胡秀媛、李友錚、彭家琳、陳台英(2009)。臺灣顧客滿意度指標建立之研究－以某一知識型技術服務。臺北海洋技術學院學報，1(2)，53-66。
   連結：
3. 胡秀媛、邱紹一、李友錚(2007)。臺灣顧客滿意度模式之先期研究：以醫療服務業爲例。醫護科技學刊，9(4)，249-266。
   連結：
4. 張孝銘、邱姿菁(2011)。影響運動賽會觀光客運動觀光參與行為因素之研究─以金門國家公園馬拉松路跑賽為實證。休閒產業管理學刊，4(2)，57-76。
   連結：
5. 張家銘、李一民、邱思慈(2007)。運動賽會之運動觀光客參與行為模式之複核效度驗證。大專體育學刊，9(4)，85-98。
   連結：
6. 黃蕙娟(2011)。運動賽會事件行銷暨其媒體效益分析之研究—以2004年～2008年ING臺北馬拉松為例。育達科大學報，26，155-180。
   連結：
7. Jöreskog, K.G. & Sörbom, D. (1988). LISREL 7 [Computer software]. Chicago, IL: Scientific Software International, Inc..
8. 運動筆記網 (2011)。富邦臺北馬拉松將實況轉播。取自運動筆記網網址http://www.sportsnote.com.tw/running/view_ article.aspx?id=02824b26-a21d-49d4-8b3a-456c06f4e40e
9. 陳靜雯 (2011)。2011 富邦臺北馬拉松12/18 活力開跑。取自閱讀臺北主題網網址http://www.taipei.gov.tw/ct.asp? xItem=13107144& CtNode=50007&mp=100021
10. Anderson, E. W.,Sullivan, M. W.(1993).The antecedents and consequences of customer satisfaction for firms.Marketing Science,12(2),125-143.
11. Anderson, R. E.(1973).Consumer dissatisfaction: The effects of disconfirmed expectancy on perceived product performance.Journal of Marketing Research,10,38-44.
12. Andreassen, T.W.,Lindestad, B.(1998).Customer loyalty and complex services, the impact of corporate Image on quality, Customer satisfaction and loyalty for customers with varying degrees of service expertise.International Journal of Service Industry Management,9,7-23.
13. Babbie, E.(1992).The practice of social research.Belmont, CA:Wadsworth.
14. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Journal of the Academy of Marketing Science,16(1),74-94.
15. Bitner, M. J.(1990).Evaluating service encounters: The effects of physical surroundings and employee responses.Journal of Marketing,54(2),69-82.
16. Cassel, C.,Eklof, J. A.(2001).Modeling customer satisfaction and loyalty on aggregate levels: Experiences from the ECSI pilot study.Total Quality Management,12(7/8),834-841.
17. Cronin, J. J.,Taylor, S. A.(1992).Measuring service quality: Reexamination and extension.Journal of Marketing,56(1),55-68.
18. Fornell, C.(1992).A national customer satisfaction barometer: The Swedish experience.Journal of Marketing,56(1),6-21.
19. Fornell, C.,Johnson, M. D.,Anderson, E. W.,Cha, J.,Bryant, B. E.(1996).The American customer satisfaction index: Nature, purpose, and findings.Journal of Marketing,60(4),7-18.
20. Garvin, D.A.(1983).Quality on the line.Harvard Business Review,61,65-73.
21. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate data analysis.Englewood Cliffs, NJ:Prentice-Hall.
22. Hatcher, L.(1998).A step-by-step approach to using the SAS system for factor analysis and structural equation modeling.SAS Institute Inc..
23. Joe, H.,Fujun, L.,Youcheng, W.(2009).Understanding the relationships of quality, value, equity, satisfaction, and behavioral intentions among golf travelers.Tourism Management,30,298-308.
24. Jones, T. O.,Sasser, W. E.(1995).Why satisfied customers defect?.Harvard Business Review,73(6),88-99.
25. Kristensen, K.,Martensen, A.,Grønholdt, L.(1999).Measuring the impact of buying behaviour on customer satisfaction.Total Quality Management,10(4/5),602-614.
26. Lovelock, C. H.(1996).Services marketing.Upper Saddle River, NJ:Prentice-Hall.
27. Meirovich, G.,Bahnan, N.(2008).Production/service quality and emotional aspect of customer satisfaction.Academy of Management Proceedings,8(1),1-6.
28. Murgulets, L.,Eklöf, J.,Dukeov, I.,Selivanova, I.(2001).Customer satisfaction and retention in transition economies.Total Quality Management,12(7/8),1037-1046.
29. Nguyen, N.m.,Leblanc, G.(2001).Corporate image and corporate reputation in customers' retention decisions in services.Journal of Retailing and Consumer Services,8,227-236.
30. Oliver, R. L.(1993).Cognitive, affective, and attribute bases of the satisfaction response.Journal of Consumer Research,20(3),418-43.
31. Parasuraman, A.,Grewal, D.(2000).The impact of technology on the quality-value-loyalty chain: A research agenda.Journal of the Academy of Marketing Science,28(1),168-174.
32. Parasuraman, A.,Zeithaml, V.A.,Berry, L. L.(1988).Communication and control processes in the delivery of service quality.Journal of Marketing,52,35-48.
33. Patterson, P. G.,Spreng, R. A.(1997).Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination.International Journal of Service Industry Management,8,414-434.
34. Sarel, D.,Marmorstein, H.(1998).Managing the delayed service encounter: The role of employee action and customer prior experience.Journal of Service Marketing,12,195-208.
35. Steenkamp, E. M.(1990).Conceptual model of the quality perception process.Journal of Business Research,21,309-333.
36. Sweeney, J. C.,Soutar, G. N.(2001).Consumer perceived value: The development of a multiple items scale.Journal of Retailing,77(2),203-220.
37. Westbrook, R. A.,Reilly, M. D.(1983).Value-percept disparity: An alternative to the disconfirmation of expectations theory of consumer satisfaction.Advances in Consumer Research,10,256-261.
38. Zeithaml, V.A.(1988).Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence.Journal of Marketing,52,2-22.
39. 吳明隆(2006)。結構方模式─SIMPLIS的應用。臺北市:五南。
40. 吳明隆、涂金堂(2005)。SPSS統計應用分析。臺北市:五南。
41. 吳卿銅、洪珠媚、江金山(2010)。2009年富邦台北馬拉松觀賞者體驗價值之研究。嘉大體育健康休閒期刊，9(3)，56-65。
42. 林瑞琪(2008)。碩士論文(碩士論文)。新竹市，中華大學。
43. 邱皓政(2004)。結構方程模式─LISREL的理論、技術與應用。臺北市:雙葉。
44. 曹校章(2010)。博士論文(博士論文)。臺北市，國立台灣師範大學。
45. 陳立潔(2005)。碩士論文(碩士論文)。臺北市，國立臺北教育大學。
46. 彭家琳(2007)。碩士論文(碩士論文)。新竹市，中華大學。
47. 游智名(2010)。碩士論文(碩士論文)。臺北市，國立台灣師範大學。
48. 楊東震、羅玨瑜(2003)。非營利組織顧客滿意之研究—以台北市立美術館為例。非營利組織管理學刊，1(1)，1-26。
49. 萬沛沛(2007)。碩士論文(碩士論文)。新竹市，中華大學。
50. 劉以德譯、Veal, A. J.(2005)。休閒觀光政策與規劃。台北:品度。

1. 陳永洲(2019)。參賽組別對路跑運動觀光行為意圖模式的調節效果。臺灣體育運動管理學報，19(1)，63-86。
2. 劉照金、黃仲凌、陳志明、郭芳坤、莊哲仁(2016)。路跑賽事參與者行為評估工具發展之研究。美和學報，35(1)，1-28。