2006年全国大专运动会参与者之涉入程度、体验行销、满意度及忠诚度之相关实证研究

A Empirical Study of the Relationship among Involvement, Experiential Marketing, Satisfaction, and Loyalty on the 2006 Intercollegiate Athletic Competitions of Taiwan

本研究的目的主要在探讨2006年全国大专运动会参与者之涉入程度、体验行销、满意度、及忠诚度之相关实证研究。以2006年全国大专校院运动会十一个比赛项目参赛选手为研究对象，经分层比例抽样获得有效问卷602份，经描述统计皮尔逊相关分析及结构方程模式等统计分析，结果发现：参与者之涉入程度会显着影响体验行销、满意度及忠诚度；而参与者之体验行销会显着影响满意度及忠诚度；但参与者之满意度会未显着影响忠诚度，其原因可能是该模式中同时加入涉入程度、体验行销两个重要的外因潜在变项，造成满意度对忠诚度的影响关系变成虚假关系。

The purpose of this research was to study the related demonstrations among the involvement, experiential marketing, satisfaction, and loyalty on competitors of 2006 Intercollegiate Athletic Competitions of Taiwan. There were 602 validate questionnaires came out from competitors of 11 items in the competition after stratified sampling. Analyzing by descriptive statistics, Pearson's product-moment correlation, and structural equation modeling methods, the result shows: The involvement of a competitor would greatly affects the result on experiential marketing, satisfaction, and loyalty; the experiential marketing would affect the result on satisfaction and loyalty as well; but the satisfaction rate would not make a difference on loyalty. The reason might be a spurious relations was formed among satisfaction and loyalty when adding two external factors of involvement and experiential marketing at the same time.