本研究主要目的在建構2007臺灣國際馬拉松賽會參與者之行為模式，進而了解馬拉松參與者之參與行為以及對於賽會的大會形象、考量因素與滿意度之重視程度。本研究以自編之『2007臺灣國際馬拉松賽滿意度問卷』為研究工具，於2007臺灣國際馬拉松賽施測，正式樣本共計發出350份問卷，回收有效問卷330份，回收率為94.29%，並以線性結構方程式(SEM)進行理論模式之驗證。根據資料分析後得知，大會形象分別對參與滿意度、顧客終身價值與再參與意願有顯著影響力；考量因素對參與滿意度與顧客終身價值有顯著相關，參與滿意度僅對顧客終身價值有顯著相關。本研究根據所得結果提出建議並希望所得之結果可做為未來有意舉辦馬拉松賽會之相關單位或後續研究之參考。

　　The purpose of this study was to construct a participation model for marathoners so as to explore marathoners’ participation behaviors and their satisfactory extent to which the evaluation factor and event image were emphasized. The scale entitled ”2007 Taiwan International Marathon Satisfaction Questionnaire” was used as tool to collect data from the 2007 Taiwan International Marathon. A total of 350 questionnaires were distributed and 330 were valid responded. The 330 effective questionnaires were then analyzed by Structural Equation Model to examine the hypothesized model. The response rate was 94.29%. After analysis, the results showed that event image was significantly correlated with satisfaction, customer lifetime value and re-participation intention, and consider factor was significantly correlated with satisfaction and customer lifetime value, while satisfaction was significantly correlated with customer lifetime value. Based on the findings, suggestions were provided, and the outcomes of the study would, hopefully, be contributive to marathon event host and future researcher.