林文郎Lin, Wen-Lang2017-02-272025-07-302017-02-272017-02-27https://ir.ntus.edu.tw/handle/987654321/71343學位類別：碩士校院名稱：國立臺灣體育運動大學系所名稱：運動管理學系碩士班學號：10105012畢業學年度：102年論文頁數：87頁無中文摘要Purpose: The purpose of this study was to investigate the relationships among service quality, game quality, customer satisfaction and behavior intensions in 2014 Vietnam University Games. Methods: The study was conducted to survey in the final round of the games. Data were collected from the spectator’s (n = 536) who were attending the games in Tan Binh arena, Vietnam. Then, Confirm Factor Analysis (CFA) and Structure Equation Model (SEM) were adopted to test relationship among the hypothesis models. Results: Confirmatory factor analysis a measurement model among 7 latent variables including service employees, environment experiences, opponent characteristics, player performance, game atmosphere, customer satisfaction and behavior intensions showed that the model was a good fit (CFI = .952, GFI = .902, RMSEA = .060, χ^2/df=2.906). The second-order-factor model was revealed an inadequate fit to data of service quality model (CFI = .981, GFI = .981, RMSEA = .075, χ^2/df=4.026) and game quality model (CFI = .964, GFI = .946, RMSEA = .076, χ^2/df=4.077). The Structural equation model was also good of fit (CFI = .908, GFI = .877, RMSEA = .082, χ^2/df=4.575). The results indicated that game quality was more important factor than service quality to predict on customer behavior and behavior intensions. On the other hand, customer satisfaction was a partially mediated dimension to behavior intensions of the both service quality and game quality. Conclusion: The results suggest that to organize sporting events successfully in Vietnam, service quality and game quality effects are important factors on customer satisfaction and behavior intensions.目　次 CHAPTER 1 INTRODUCTION…………………………………………………………………1 　1.1 Statement of the Problems…………………………………………3 　1.2 Research Sub-problems………………………………………………3 　1.3 Scope of the Study……………………………………………………3 　1.4 Assumptions……………………………………………………………4 　1.5 Limitations………………………………………………………………4 　1.6 Definition of Terms……………………………………………………4 　　1. Service quality:…………………………………………………………4 　　2. Games quality:…………………………………………………………5 　　3. Customer satisfaction:………………………………………………5 　　4. Behavior intension:……………………………………………………5 　1.7 Summary…………………………………………………………………5 CHAPTER 2 LITERATURE REVIEW……………………………………………7 　2.1 Service Quality…………………………………………………………7 　2.1.1 Service Employees…………………………………………………8 　2.1.2 Sensory Experiences………………………………………………9 　2.2 Game Quality…………………………………………………………10 　2.2.1 Core Product………………………………………………………10 　2.3 Customer Satisfaction and Behavior Intensions…………………13 　2.4 Summary………………………………………………………………16 CHAPTER 3 METHODOLOGY………………………………………………17 　3.1 Research Procedure…………………………………………………17 　3.2 Subjects………………………………………………………………19 　3.3 Developing Procedure of Instrumentation………………………19 　3.3.1 Develop of Instrument……………………………………………20 　3.3.2 Validation of Instrument…………………………………………21 　3.3 Research Framework…………………………………………………23 　3.4 Data Collection………………………………………………………24 　3.5 Data Analysis…………………………………………………………24 CHAPTER 4 RESULTS…………………………………………………………26 　4.1 Demographic Characteristics………………………………………26 　4.2 Frequency of Variable………………………………………………27 　4.3 Descriptive Statistics………………………………………………32 　4.3.1 Reliability test………………………………………………………32 　4.3.2 Factor loading analysis……………………………………………33 　4.3.3. Correlation among Variables……………………………………38 　4.3.4 CFA Model Parameter………………………………………………38 　4.3.5. Confirmatory Factor Analysis……………………………………41 　4.3.6 Estimated Correlations of Latent Variables for CFA…………43 　4.3.7 The Second-order-factor Model…………………………………44 　4.3.8. Structure Equation Model………………………………………46 　4.3.9 Individual Hypothesis Testing……………………………………47 CHAPTER 5 CONCLUSION……………………………………………………49 　5.1 Overview of the Study………………………………………………49 　5.1.1 Service Quality………………………………………………………50 　5.1.2 Game quality…………………………………………………………51 　5.1.3 Customer Satisfaction and Behavior Intensions………………51 　5.2 Implication of Findings………………………………………………52 　5.3 Limitations and Future Research……………………………………54 　5.4 Managerial Implication…………………………………………………55 REFERENCES……………………………………………………………………56 APPENDIX………………………………………………………………………651834502 bytesapplication/pdfservice quality;game quality;customer satisfaction;behavior intensions;sporting eventsthesis