题名

觀賞動機與賽會形象對賽會忠誠度之研究－以2009年高雄世界運動會為例

并列篇名

A Study of the Relationship among Spectator Motivation, Event Image, and Event Loyalty

DOI

10.6158/JLTIR.201205_6(1).0003

作者

李岳修(Yue-Shiou Li)；林宏恩(Hung-En Lin)

关键词

觀賞動機 ； 賽會形象 ； 賽會忠誠度 ； 2009年高雄世界運動會 ； spectator motivation ； event image ； event loyalty ； 2009 world games

期刊名称

休閒暨觀光產業研究

卷期/出版年月

6卷1期（2012 / 05 / 01）

页次

31 - 40

内容语文

繁體中文
中文摘要

本研究旨在探討觀賞動機、賽會形象與賽會忠誠度三者間的影響效果為何；採自編「觀眾之觀賞動機、賽會形象及賽會忠誠度問卷」，採立意抽樣方式，以參加高雄世運會之現場觀眾為研究對象，於各比賽場館進行施測，回收並剔除無效問卷後，共得940份（有效率95%）；以描述性統計及迴歸分析等統計方法分析；結果可知「女性」、「20歲以下者」、「每月所得20,000元以下」、「大專生」、「外地觀賞者」、「世運會為主要旅遊目的者」、「觀賞原因為其他」、「停留天數六天以上」、「喜歡觀賞藝術運動」等人口族群居多；觀賞動機會正向影響賽會忠誠度，並會經由賽會形象間接的影響賽會忠誠度，表示如預增加觀眾對賽會之忠誠度，除要注重觀眾觀賞動機之高低，也需重視賽會本身之形象好壞。
英文摘要

This study attempted to understand the relationship between spectator motivation, event image and event loyalty. The ＂Spectator Motivation, Event Image and Event Loyalty Questionnaire＂ developed by the researcher was distributed at different World Game courts and buildings. Spectators participating the 2009 World Games in Kaohsiung were our main samples. 940 valid questionnaires were collected, with 95% return rate. Descriptive statistics and Regression were applied to analyze the collected data. The result indicated that there were six main groups joining 2009 World Games Kaohsiung, ＂female＂, ＂less than 20 years old＂, ＂salary under NT$ 20000 per month＂, ＂college and university students＂, ＂Kaohsiung residents＂ and ＂stay more than six days＂. Further, spectator motivation affects positively and directly on event loyalty.
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
社會科學 > 管理學
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