參與動機、體驗價值與行為意圖之研究──以路跑活動為例

本研究以最近兩年內曾經參與路跑活動之群眾為主要抽樣對象，從參與者之觀點，探討參與動機、體驗價值與行為意圖之關聯性﹔因此本研究之目的，為釐清路跑參與者的參與動機、體驗價值與行為意圖間之關係；了解參與路跑運動之參與者之性別、年齡、教育程度等人口統計變數之概況。經由實體問卷發放總樣本為330份，去除未回收問卷、無效問卷或未填答完成者，實際可用的有效樣本共289份，回收率88%。利用層級迴歸方法分析，獲得以下實驗結果：路跑活動參與者之參與動機對體驗價值有顯著正向影響，獲得部分支持；路跑活動參與者之體驗價值對行為意圖有顯著正向影響，獲得部分支持；路跑活動參與者之參與動機對行為意圖有顯著正向影響，獲得部分支持。

This study focuses on individuals who have participated in road running events within the past two years, exploring the relationships among participation motivation, experiential value, and behavioral intentions from the participants' perspectives. The purpose of this study is to clarify the relationships between participation motivation, experiential value, and behavioral intentions of road running participants; and to understand the demographic variables such as gender, age, and education level of these participants. A total of 330 physical questionnaires were distributed, and after excluding unreturned, invalid, or incomplete responses, a total of 289 valid samples were obtained, resulting in a response rate of 88%. Using hierarchical regression analysis, the following experimental results were obtained: the participation motivation of road running event participants has a significant positive impact on experiential value, partially supported; the experiential value of participants has a significant positive impact on behavioral intentions, partially supported; and the participation motivation of road running event participants has a significant positive impact on behavioral intentions, also partially supported.