| Summary: | 碩士 === 中華大學 === 企業管理學系 === 107 === People are now paying more attention to health issues. With an increase in the number of people participating in road runs year by year, road running has now become a trend. Participants have different motivations and purposes in attending road runs; thus, this study aims to discuss the motivations behind people’s participation in road runs. Furthermore, since sponsors will spare no effort to put on various events or activities during festivals or holidays to attract more participants, this study also aims to find out whether sponsors can enhance customers’ brand attitude by organizing road runs.
This study aims to understand whether participants’ achievement, flow in events, expertise knowledge, artistic giveaways, uniqueness, and critical mass can help to increase brand attitude via intention to re-participate in road runs. With road run participants as the research subjects, this study applied convenience sampling to collect questionnaires. Among 519 questionnaires distributed, 463 were valid, with a return rate of 84.34%. After compiling valid questionnaires, structural equation modeling was adopted to analyze the results. The findings suggest that the achievement, flow, and expertise knowledge have significant effects on the intention to re-participate and can thus influence customers’ brand attitude towards sponsors. On the other hand, artistic giveaways, uniqueness of giveaways, and critical mass do not have significant effects on the intention to re-participate. This study not only contributes to the field of road runs, but also proposes and discusses suggestions for future research.
Keywords: road runs, intention to re-participate, achievement, flow, expertise knowledge
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