adidas盃網球賽運動賽會參與者服務品質、知覺價值與行為意圖之研究

Abstract

目的：探討adidas盃網球賽運動參與者之賽會服務品質、知覺價值與行為意圖之關係。方法：以adidas盃全國分級網球排名賽參賽選手為研究對象，採立意抽樣方式進行問卷發放，有效回收共319份，後續以描述性統計、迴歸及中介檢定進行資料分析。結果：1.adidas盃網球賽運動參與者以賽會成果的服務品質感受最高；以知覺精神與體力價值感受最深；未來以再參與意願之行為意圖最為強烈。2.賽會之成果、活動、互動及環境設施等服務品質可有效預測參與者知覺價值及行為意圖；賽會參與者知覺到名譽/聲望、品質及時間等價值可有效預測未來行為意圖。3.知覺價值在服務品質與行為意圖間具有部分中介效果存在。結論：運動參與者之賽會服務品質知覺可直接影響未來行為意圖，亦可間接透過知覺價值進而影響行為意圖。因此，建議adidas盃網球賽或欲辦理相關賽事之主辦單位，除重視賽會服務品質外，亦可考量參與者賽後之價值感受因素，藉此提升賽會參與人數，將有助於賽會永續辦理。

The purpose of this study was to investigate the relationship among service quality, participant' perceived value, and behavioral intentions in adidas cup tennis event. Methods: The researcher used purposive sampling and collected a total of 319 questionnaires. With the use of descriptive statistics, regression analysis and mediator verification, the results were illustrated as follows. 1) Players reported the following perceptions as the highest values in adidas cup tennis event, including service quality, perceived mental and physical value, and re-participation willingness in the event. 2) The event results, activities, interactive service quality and environmental facilities can effectively predict the participants' perceived value and behavioral intentions; participants' perceived reputation or prestige, quality and time control can effectively predict future behavioral intentions. 3) The perceived value may have mediator effect between service quality and behavioral intentions. It was concluded that service quality can directly affect future behavioral intentions and indirectly affect behavior intentions by means of using perceived value as a mediator. Therefore, it is recommended that adidas cup tennis event or relevant organizers put emphasis on event service quality and consider participants' feeling toward certain perceived values so as to enhance the number of participants and contribute to a long-term development of these events.