The research on Participation Motivation and Integrated Marketing of Female Marathon Runners

• Main Authors: Wei-Ting Lin, 林維婷
• Other Authors: Wen-Chih Chiou
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/06756936385889271003

碩士 === 國立勤益科技大學 === 企業管理系 === 103 === The developing society has seen modern people become wealthier, and in coherence with such expansion is the importance of personal, leisurely activities. With the booming of marathon's popularity, there is currently an increasing trend of females participating in regular workouts and marathon as part of their activities of daily living. The purpose of this study is to understand the background, motivation and the current integrated marketing status of female runners, and to discuss the intention of regular participators, as well as the effect of integrated marketing tools. Participants of this study include females who have participated and finished a marathon run in 2015. A total of 220 questionnaires were issued, and a 93% return rate (205 questionnaires) was obtained. By using the ‘Background Variables of female Runners’, the ‘Measurement of Motivation’, and the ‘Measurement of Integrated Marketing Tools’ through means of questionnaires and statistical analysis, results show that apart from the variable of ‘Living Regions’, other background variables have an influence on motivation and integrated marketing tools. This study clarifies the practical intention between the motives of female marathon runners and the application of integrated marketing. Besides contributing to the promotion of marathon running to females, the findings of this study provide corporations a comprehensive reference to apply integrated marketing tool in order to maximize promotional benefits.