梨山馬拉松氛圍、體驗價值與再參加意願之研究

Abstract

本研究旨在探討梨山高山馬拉松賽事之賽事氛圍如何影響跑者之體驗價值，並進一步影響其再參與意願，同時檢驗體驗價值在賽事氛圍與行為意圖之間的中介效果。研究採量化問卷調查法，以2025年梨山高山馬拉松跑者為研究對象，回收有效問卷共257份。樣本結構以男性與45–64歲為主，多數受試者具有大學以上學歷，且以自費參與為主，顯示本賽事具高度自我投入特性。 描述性統計結果顯示，受試者對賽事整體評價呈高度正向，賽事氛圍與體驗、體驗價值、再參與意願之整體平均數皆達4.59以上，反映梨山高山馬拉松在場域感受、價值知覺與後續行為意圖上皆獲高度肯定。差異分析方面，多數背景變項（如性別、居住地、參賽頻率、運動年資與付費方式）對主要構面未呈顯著差異；惟年齡在「再參與意願」呈顯著差異，45–64歲與65歲以上組別顯著高於較年輕組，顯示中高齡跑者在高山賽事的持續參與與口碑意向較強。此外，教育程度在體驗價值與再參與意願呈顯著差異，顯示不同教育背景之價值知覺與行為意圖可能存在差異。 迴歸與中介分析結果顯示，賽事氛圍對再參與意願具有顯著正向影響，體驗價值亦能顯著提升再參與意願。在加入體驗價值後，賽事氛圍對再參與意願之直接效果下降但仍顯著，顯示體驗價值具部分中介效果。整體而言，梨山高山馬拉松之賽事氛圍除可直接促進跑者再參與意願，更可透過提升跑者體驗價值而強化後續行為意圖。研究結果可作為高山型賽事在氛圍營造、體驗設計與行銷策略之實務參考，並為運動情境下之「賽事氛圍—體驗價值—行為意圖」機制提供實證支持。

This study investigates how the event atmosphere of the Lishan high-altitude marathon influences runners’ experience value and subsequently their re-participation and recommendation intentions, with particular attention to the mediating role of experience value. A quantitative survey design was employed. A total of 257 valid questionnaires were collected from participants of the 2025 Lishan high-altitude marathon. The sample was predominantly male and aged 45–64, with most respondents holding a college degree or above and participating mainly at their own expense. Descriptive statistics indicated highly positive evaluations across key constructs. Mean scores for event atmosphere/experience, experience value, and re-participation/recommendation intentions were all above 4.59, suggesting strong overall satisfaction with the event. Group comparisons showed that most background variables (e.g., gender, region of residence, participation frequency, running experience, and payment type) did not yield significant differences. However, age differences were observed in re-participation and recommendation intentions, with middle-aged and older runners reporting higher intentions than younger groups. In addition, educational level was associated with significant differences in experience value and behavioral intentions. Regression and mediation analyses further revealed that event atmosphere positively predicted re-participation and recommendation intentions, and experience value strongly predicted behavioral intentions. After incorporating experience value into the model, the direct effect of event atmosphere on behavioral intentions decreased yet remained significant, indicating a partial mediation effect. Overall, the findings suggest that enhancing event atmosphere can not only directly strengthen runners’ future participation and word-of-mouth intentions but also indirectly do so by increasing perceived experience value. The results provide practical implications for designing and marketing sustainable high-altitude sport tourism events and offer empirical support for the event atmosphere–experience value–behavioral intention mechanism.