運動賽會知覺獨特性價值的中介影響

The Mediating Effect of Perceived Uniqueness Value on Sport Events

10.6214/JSRM.201906_16(2).0001

張景弘(Ching-Hung Chang)；馬上鈞(Shang-Chun Ma)；黃煜(Yu Huang)

目的地認知意象 ； 再次參加意願 ； 知覺價值 ； 路跑賽會 ； 環境心理學 ； Cognitive Event Image ； Revisit Intention ； Perceived Value ； Marathon Event ； Environmental Psychology

運動休閒管理學報

16卷2期（2019 / 06 / 01）

1 - 15

繁體中文

目的：本研究以環境心理學角度探討運動賽會參加者的知覺獨特性價值對目的地認知意象與賽會再次參加意願的影響，並知覺獨特性價值在該關係的中介影響。方法：針對在「2015哆啦A夢路跑－高雄場」賽會進行抽樣，總共施放400份問卷，共回收395份有效問卷進行資料分析。本研究以LISREL 8.8進行研究假設分析。結果：研究結果證實目的地認知意象會正向影響賽會知覺獨特性價值，且知覺獨特性價值中介影響目的地認知意象與賽會再訪意願的關係。結論：本研究貢獻在理論與實務上皆能實質提供後續運動賽會相關研究與經營管理的永續發展。

Purpose: The aim of this study is to explore the effect of participants' cognitive destination image on perceived uniqueness and revisit intention from the perspective of environmental psychology. The mediating effect of perceived uniqueness value is also explored. Research methods: This study was conducted in a marathon event, the ＂2015 Doraemon Run - Kaohsiung.＂ There were 395 valid responses obtained from 400 respondents. Structural Equation Modeling with LISREL 8.8 was employed for the hypotheses examination. Results: Results indicated that cognitive event image positively affects perceived event uniqueness and revisit intention. The relationship between cognitive event image and revisit intention was mediated by perceived uniqueness value. Conclusion: Both theoretical and managerial implications are highlighted to provide scholars and sport event managers with realistic thoughts about sustainable event development.

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