路跑賽事參與者行為評估工具發展之研究

Development of Road Race Events Participant’ Behaviors Measurement Instruments in Taiwan

劉照金(Chao-Chin Liu)；黃仲凌(Chung-Ling Huang)；郭芳坤(Fang-Kun Kuo)；陳志明(Zhi-Ming Chen)；莊哲仁(Che-Jen Chuang)

路跑賽事 ； 參與動機 ； 賽事意象 ； 賽事滿意度 ； 參與行為 ； road race events ； motivations ； events image ； satisfaction ； participant behaviors

美和學報

35卷1期（2016 / 05 / 01）

1 - 28

繁體中文

本研究目的旨在編製臺灣路跑賽事參與者動機、過去經驗、賽事意象、目的地意象、滿意度、參與意圖及再參與行為量表，並檢驗量表之鑑別度、效度及信度。研究方法以第二屆大鵬灣星空英雄馬拉松賽及2015屏東單車國道國際慈善志工馬拉松參與者為研究對象（N=197），研究工具參酌路跑賽事參與行為相關研究文獻編修而成，所得資料經項目分析、探索性因素分析及信度檢驗分析，研究結果如下：（一）每一問卷項目的CR值（5.20-18.33）與總分相關值（r=46-.95）均達顯著水準，顯示本研究所建構之量表具有鑑別度。（二）探索性因素分析結果顯示，路跑賽事參與動機量表、過去經驗量表、賽事意象量表、目的地意象量表、滿意度量表、參與意圖量表及再參與行為量表累積解釋變異量均達 74.60-89.01%，顯示上述各量表之構面均具有建構效度。（三）信度分析結果顯示各量表與子量表之Cronbach's alpha係數（.80-.97）均超過.80以上，顯示各構面均具有可接受的內部一致性。綜合而論，本研究所編製「臺灣路跑賽事之參與動機、過去經驗、賽事意象、目的地意象、滿意度、參與意圖及再參與行為量表與各分量表」，可適用於衡量路跑賽事參與者之參與行為評價與看法。未來可進一步以驗證性因素分析與多群體模式分析作為複核效化之評鑑，以確保路跑賽事參與行為指標之穩定性及預測力，並與國內外類似研究結果作後設分析比較，以建構更具信效度之衡量工具。

This study developed the motivations, past experience, events image, destination image, satisfaction, intentions, and re-participate scales for road race events in Taiwan as well as examined the discriminatory capability, reliability and validity of those scales. The study’s methodology involved subjects who had participated in the road race events of Second Dapeng Bay Hero Star Marathon and 2015 State Road Pingtung International Charitable Cycling Marathon Volunteers in Taiwan and included the collection of 197 valid questionnaires. The scales were modified by referencing literature about road race and leisure participation behavior. The statistical analyses of the study data included item analysis, exploratory factor analysis, and reliability testing. Firstly, the results revealed that the critical ratio values����5.20-18.33���� and total correlation coefficients����r=.46-.95����for each item had statistical significance, showing that the scales had discriminatory capability. Secondly, according to the results, the exploratory factor analyses revealed that the motivations scales, past experience scales, events image scales, destination image scales, satisfaction scales, intentions scales, and re-participate scales each had a total cumulative explained variance of 74.60-89.01%, and the analyses revealed that all research instruments exhibited validity. Thirdly, the reliability analyses showed that each scale’s Cronbach's alpha coefficients were above .80, which suggests that the level of internal consistency was acceptable for each scale. In conclusion, based on the results, the scales demonstrated sound discriminatory capability, validity, and reliability. Moreover, the scales are well suited to the measurement of participant opinion regarding the motivations, past experience, events image, destination image, satisfaction, intentions, and re-participate for road race events in Taiwan. In order to ensure stability and predictive power, further confirmatory factor analysis and multi-group model analysis can be conducted in future, and meta-analysis comparison with results from similar domestic and international studies can also be done to construct measurement tools with more reliability and validity.

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