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研究生:高雪菁
研究生(外文):KAO,SHUEH-JING
論文名稱:賽會與賽場依附對知覺獨特性與忠誠度之中介影響
論文名稱(外文):The Mediation Effect of Event and Venue Attachment between Perceived Sport Event Uniqueness and Loyalty
指導教授:張景弘張景弘引用關係
指導教授(外文):CHANG, CHING-HUNG
口試委員:徐世同馬上鈞
口試委員(外文):HSU, SHIH-TUNGMA, SHANG-CHUN
口試日期:2020-06-18
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:運動健康與休閒學系碩士在職專班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:60
中文關鍵詞:知覺獨特性賽會依附賽場依附賽會忠誠度
外文關鍵詞:perceived perceptual uniquenessevent attachmentvenue attachmentloyalty
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本研究依據心理連續模型理論,探討賽會與賽場依附對知覺獨特性與賽會忠誠度的中介影響,並以參加臺灣2019斯巴達障礙跑競賽高雄義大世界場次參加者為研究對象。
本研究採立意抽樣調查,問卷共發放320份,實際回收319份,有效問卷共207份,有效樣本為64.89%,以SPSS 23.0進行次數統計、描述性統計、皮爾森相關分析及迴歸分析等方法加以檢測分析。研究結果顯示前置因子之知覺獨特性對賽會依附與賽場依附具正向顯著影響,賽會與賽場依附在知覺獨特性與賽會忠誠度關係中扮演正向且完全中介的角色。研究實務意涵提供日後舉辦相關活動有更進一步的相關建議。

This study explored the mediation effect of event and venue attachment on the relationship between perceived uniqueness and event loyalty. Data collection conducted at 2019 Spartan Taiwan Obstacle Course Races Kaohsiung E-DA World. There were 320 questionnaires distributed and 207 valid questionnaires obtained. SPSS 23.0 employed for testing the frequency statistics, descriptive statistics, Pearson correlation analysis, and regression analysis. Results reveals that perceived uniqueness positively affect both event and venue attachment.Event and venue attachment plays a positive mediation role on the relationship between perceived uniqueness and event loyalty. Managerial implication and future research direction were discussed.
誌 謝 ………………………………………………………………………… I
摘 要 ………………………………………………………………………… II
ABSTRACT ………………………………………………………………………… III
目 錄 ………………………………………………………………………… IV
表目錄 …………………………………………………………………………… VI
圖目錄 ……………………………………………………………………………VII
第一章 緒論
第一節 研究背景與動機…………………………………………………………1
第二節 研究目的…………………………………………………………………3
第三節 研究流程與步驟…………………………………………………………4
第二章 文獻探討
第一節 知覺獨特性 ……………………………………………………………5
第二節 賽會與賽場依附 ………………………………………………6
第三節 賽會忠誠度 …………………………………………………………8
第四節 小 結 ………………………………………………………………9
第三章 研究方法
第一節 研究架構…………………………………………………………………10
第二節 研究假設與發展 ………………………………………………………11
第三節 研究對象與抽樣方式 …………………………………………………16
第四節 研究工具 ………………………………………………………………17
第五節 資料處理與分析 ………………………………………………………20
第四章 結果與討論
第一節 次數統計分析結果與討論 ……………………………………………23
第二節 描述性統計分析結果與討論 …………………………………………26
第三節 皮爾森相關分析結果與討論 …………………………………………29
第四節 迴歸分析結果與討論 …………………………………………………30
第五章 結論與建議
第一節 研究結論 ………………………………………………………………35
第二節 研究限制與後續研究建議 ……………………………………………37
參考文獻
中文部分 …………………………………………………………………………40
英文部分 …………………………………………………………………………41
網路資料參考文獻 ………………………………………………………………48
附錄
研究問卷 …………………………………………………………………………49

表目錄
表3-1 知覺獨特性量表 ……………………………………………………18
表3-2 賽會依附量表 ………………………………………………………18
表3-3 賽場依附量表 ………………………………………………………19
表3-4 賽會忠誠度量表 …………………………………………………………19
表4-1 樣本「個人基本資料」次數統計分析表 ………………………………24
表4-2 參加者參與現況資料之次數統計分析表 ……………………………………25
表4-3 知覺獨特性量表之描述性統計分析表 ………………………………27
表4-4 賽會依附量表之描述性統計分析表 …………………………………27
表4-5 賽場依附量表之描述性統計分析表 …………………………………28
表4-6 賽會忠誠度量表之描述性統計分析表 …………………………………29
表 4-7 「知覺獨特性」、「賽會依附」、「賽場依附」與「賽會忠誠度」之Pearson相關
分析表 ………………………………………………………………………………………30
表 4-8 賽會與賽場依附對知覺獨特性與賽會忠誠度間的中介變項分析………………30
表4-9賽會依附和賽場地依附中介效果檢驗彙總 …………………………………34

圖目錄
圖1-1 研究流程……………………………………………………………………4
圖3-1 研究架構………………………………………………………………… 11
圖4-1 迴歸分析結果 ……………………………………………………………34












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網路資料參考文獻
跑步到底還“熱”嗎?解讀2019年全球跑步發展報吿。來源:運動筆記。線上檢索:民109年1月20日,取自:https://running.biji.co/index.
跑在高雄。來源:運動筆記。線上檢索:民109年4月20日,取自: https://running.biji.co/?q=minisite&act=minisite&ads=minisite&minisite_id=50&tab_id=332
2017台灣路跑場次統計與對岸馬拉松動態。來源:郭豐州。線上檢索:民108年1月25日。取自:http://talk.ltn.com.tw/article/breakingnews/2311157
2019台灣斯巴達障礙跑競賽-台中場、新北場。來源:寬寬整合行銷。線上檢索:民108年12月20日,取自:https://kwankwan.kktix.cc/events/spartanracenewtptc
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