马拉松赛事服务质量与参赛者行为意向关系研究：以参赛者体验价值为中介

打开文本图片集

Research on the Relationship between Marathon Service Quality and Participants' Behavioral Intention： Taking Participants' Experience Value as the Mediator

， ， ， （CollegeofPhysicalEducation，HubeiUniversity，WuhanHubei，43oo62，China.）

Abstract：Taking marathonparticipantsas theresearch objects，this paper constructsahypothetical model formarathon eventrelationship building basedonparticipants’experienceandrelevant literature.Arandomsampleof 500 questionnaires wasdistributed totheparticipantsofthe2O25Wuhan Marathon.After screening，atotalof472valid questionnaires were recovered.The data were systematicallanalyzedand verifiedby statistical methods to explore the relationships between variables.Theresults showed that there were significant diferences in functional value among different age groups （1=0.128 p<0.01 ）.Specifically，participantsaged51-60 paid the highest attention to the functional value of sports events，and they atached more importance to thecore functional performance of events，such as leisure andentertainment，curiositysatisfaction，ndperipheral facilities.Therewasasignificantpositivecorrelationbetween marathonevent service quality，participants'experiencevalueand their behavioral intentions.This indicates that high-quality eventservices candirectlyenhance participants'experienceperception，andsimultaneouslypromote themto generate positive behavioral intentions such assubsequent participation wilingness and recommendation wilingness.Participants'experience value playedapartial mediating role between eventservice qualityand behavioral intentions，accounting for 12.6% of the total effect.

KeyWords：Marathonrace;Service quality;Experiencevalue;Behavioral intention;Mediating role

中图分类号：G80-05文献标识码：A

2020年，文件《国务院办公厅关于促进全民健身和体育消费推动体育产业高质量发展的意见》明确提出要大力推进全民健身事业发展，完善体育赛事服务机制，培育体育经济新增长点，进一步打造具有广泛群众基础的体育城市[1]。（剩余6889字）