A Study on Cognitive-Affective Satisfaction Model,and the Moderating Effect of Enduring Involvement -An Example of the 17th YangmingshanNational Park Running Competition.

• Main Authors: I-Hui Lin, 林宜慧
• Other Authors: Chen, Chen-Yueh
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/11275074924589567977

碩士 === 國立中正大學 === 運動與休閒教育所 === 97 === The specific objectives of this research are as follows: 1. To establish an integrated cognitive-affective satisfaction model and loyalty of the participants in Yangmingshan National Park Running Competition. 2. To examine the moderating effect of enduring involvement on the conceptual model of the integrated cognitive-affective satisfaction model and loyalty. Based on conveinient sampling, aiming at the participants of Yangmingshan National Park Running Competition. The items regarding enduring involvement were excerpted from Wu (2006) . The items concerning cognitive-affective satisfaction and loyalty were modified from Caro and Garcia (2007). One hundred and seventy-six usable questionnaires were collected from 190 participants were selected by purposive sampling in the pilot study with a response rate of 92％. Five hundred and eighteen usable questionnaires were collected from by convienient sampling in the formal study with a response rate of 86％. The proposed model was confirmed, which supports Hypothesis One. As for the path coefficients, the relationship between pleasure is not signifigant, and satisfaction which other paths are signifigant, which partially support Hypothesis Two. Finally, results revealed that involvement is not moderating all the paths, which does not support Hypothesis Three. And the model has been successful to be constructed,after modification the fit of this model is acceptable,the pleasure of emotion is not signifigant, and the model is not be moderated by enduing involvement. The results of this study will be given to the organizers of prospective running competition to enhance their understanding of the cognitive satisfaction and affective response of participants, so as to improve participants’ satisfaction and loyalty to running competition.