Publication:

從資源投入理論觀點探討主辦單位資源投入如何導引參賽者忠誠度

本研究從參賽者心裡的角度出發，目的旨在瞭解組織資源投入如何影響個人對資源投入的回應，進而達到參賽者對賽會的忠誠度。研究工具是以Okayasu, Nogawa 與 Morais於2010年所提出的資源投入模型為理論基礎，以參與2012年大甲馬拉松好運路跑活動參與者為研究對象進行施測，本研究共計發放500份問卷，回收有效問卷458份，有效回收率為91.6%，除驗證量表是否具有良好之效度與信度外，並進行資源投入與活動參與者忠誠度之關聯性分析。資料採用SPSS及AMOS統計套裝軟體進行描述性統計、獨立樣本t檢定、單因子多變量變異數分析、Pearson相關分析、驗證性因素分析與結構方程模式。分析結果顯示：主辦單位知覺的資源投入與參與者性別具有差異；參與者回報的資源投入與參與者性別、年齡具有差異；主辦單位知覺的資源投入的參與者回應的資源投入具有顯著直接影響，參與者回應的資源投入對忠誠度具有顯著直接影響。

The study based on the psychology perspective to explore how organization investments effect personal resource investments, and further obtain the loyalty. The purpose of this study was using the Resource Investments Model proposed by Okayasu、Nogawa and Morais in 2010 for exploring the relationship between resource investments and activity loyalty. From 500 distributed questionnaires, we received 458 completed questionnaires, yielding a response rate of 91.6 %, except the invalid ones. The 458 runners of the 2012 Marathon Activity in Daja participants were selected for verifying the validity and reliability of the scale. The data were analyzed by statistic analysis such as frequencies, means, independent t-test, one-way MANOVA, pearson correlation analysis, confirmatory factor analysis, and path analysis using SPSS and AMOS software packages. Results found that: participants’ sex have different satisfied ratings on the organizers’ perceived pesource investments; participants’ sex and age have different satisfied ratings on the participants’ reported resource investments; organizers’ perceived pesource investments has significant direct effect on participants’ reported resource investments, participants’ reported resource investments has significant direct effect on participants’ loyalty to organizers.