| Summary: | 碩士 === 國立臺灣師範大學 === 體育學系 === 106 === The study designed to reveal the relationship among perceived price, quality, value and intention of marathon participant in Taiwan. This research employed the internet questionnaire survey for analysis. There were 609 valid questionnaires, filled out by those who had participated in a marathon within the last ten years (2009-2018). The data collected are handled in line with SPSS 23, which are analyzed based on Descriptive Statistics, Pearson Product-moment Correlation Analysis, Linear Regression Analysis. The results were derived as follows:
1.The main group of marathon participant in Taiwan was male people. Participant of the female growing up fast. There are more and more marathon deep involvement in Taiwan these years. The result of the survey found that the most popular events in Taiwan most held at the metropolitan area in the north, had international track certification, held for more than five years and their registration fee are between $950-1500 NT dollars.
2.The most of the participants are concerned about the registration fee. Their involvement
and purpose of attending marathon could be probed in-depth to predict their purchase intention. The organizer need to obtain the balance between quality of the events and residents feel. It must to strengthen staff training, traffic connection service, safety measures and route planning.
3.Perceived value has a partial mediating effect on the relationship between perceived price and intention of participate. The result indicated that: “Price” is one of the reason influence participation but there are still another reasons need to discuss together for better predict the intention of participate.
4.Perceived value has a complete mediating effect on the relationship between perceived quality and intention of participate. The quality of event influences the overall evaluation of the participant .When the participant has a positive evaluation, it will influence whether they participate continually.
According to the research results: The organizer need to put more efforts to promote the event in line with international competition standards. The road route planning, traffic connection service are the most important parts of the event quality. Women had consumption potential, marketing strategy could be aimed at events such as more delicate, beautiful design and event packaging. The way information is disclosed makes it easy for participants to compare the cost-effectiveness of the events. Planning the relevant marathon package tour, and form an alliance with relevant units to increase the stay time of participants and promote sports consumption.
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