Publication:

曾文水庫馬拉松參與動機與賽會滿意度、價值之研究

本研究主要目的在於瞭解2009年曾文水庫馬拉松參與者其參與動機與滿意度之現況。不同人口變項之參與者在參與動機及滿意度之差異並探討參與者觀賞體驗與觀賞動機之相關性。2009年12月12日舉辦期間進行問卷調查，以比賽現場參賽者為研究對象，共計發放500份問卷，回收有效問卷381份，有效回收率為80.21%，並以描述性統計、單因子變異數分析、典型相關等方式進行統計分析，經分析與討論後得到以下結論：

一、曾文水庫馬拉松參與者特性：41至50歲具有大學學歷的男性為主，職業多從事軍公教職，個人月收入多在50,001∼70,000元，每個月個人之運動休閒支出501至2,000元為主。多來自臨近縣市如台中、彰化、雲林、嘉義，每年參賽一次，以報名半程馬拉松者居多，資訊來自社團傳遞，跑齡介於1~5年之間。

二、不同人口統計變項參與者在參與動機之差異：性別、年齡、教育程度、每年平均參加馬拉松次數及參賽組別皆達顯著差異水準（p<.05）。

三、不同人口統計變項參與者在參與滿意度之差異：性別、教育程度、參賽組別在各構面上皆達顯著差異。年齡及平均個人月收入在大會滿意度及服務滿意度等構面上具有顯著差異。職業、每年平均參加馬拉松次數、資訊來源在服務滿意度構面上達顯著差異。

四、參與動機與參與滿意度間的相關性：參賽者在大會考量因素與參賽滿意度達顯著低度正相關水準，而參賽者在參賽滿意度及賽後感受認同皆達中度正相關水準。

The main purpose of this study is to explore the motivation and satisfaction of the marathon participants in the “2009 Marathon Runners, Tainan”. To understand the differences in motivation and satisfaction among different groups of participants and the relationship between watching experiences and watching motivation among participants, 500 questionnaires were distributed during the competition period and 381 valid questionnaires were collected, account for 80.21 percentage of all questionnaires. Descriptive statistics, single factor variance analysis and canonical correlation were then conducted. Conclusions were made as followings.

The characteristics of participants : participants were mostly male, aged 41 to 50,with bachelor degrees, working in the public sector. The average monthly income was between NT$ 50,001 ~ 70,000, and the leisure spending was between NT$ 501 ~ 2,000. Most of them came from nearby city, such as Tai-chung, Chang-hua, Yun-lin and Chai-yi. They attended the competition once a year and would finish half route only. They knew the competition information from the organizing committee, and the average running experience was around 1 ~ 5 year.

There were significant differences in sexes, ages, education levels, the average number of participation, and the participating groups among participants. There were significant differences in satisfaction among different sexes, education levels and the participating groups. The satisfaction with the organizing committee and services was significantly different among different ages and monthly income of participants. The results also showed that service satisfaction was significantly different between participants with different occupations, different marathon participating time annually and different competition knowledge.

The relationship between participating motivation and satisfaction: the relationship between the factor of the organizing committee and participation satisfaction was positive but low; there was a moderate relationship between participation satisfaction and post competition perception.

The relative issue between participating motivation and satisfaction: the participant considers the factor at the organization and the participative degree of satisfaction reaches obviously lower than the standard, but the participating satisfaction and after participating feeling of participant has reached the moderate related standard