| In recent years,influenced by many factors,such as policy guidance,government support,financial integration,people's appeal and so on,the population of Marathon events and marathon participants in China has shown explosive growth.As an effective carrier of national fitness,marathon has gradually become a new way of life.However,due to the late start,and the lack of organizational and management experience,people's knowledge of marathon,marathon in China has developed vigorously,but at the same time,there are also problems such as product homogenization,frequent safety accidents in the competition,and low contestant satisfaction.These problems will directly affect the sustainable development of Marathon events in China,especially in the context of healthy China..This paper aims to provide a solution to these problems by cultivating and stimulating marathon enthusiasts' motivation,improving service quality,improving contestants' satisfaction,and then promoting marathon runners' participation behavior,as well as exploring,sorting out and analyzing the mechanism of interaction among marathoners' motivation,perceived service quality,satisfaction and behavioral intention,Attempts can provide a valuable way to solve these problems.In this study,qualitative and quantitative research methods are used.Firstly,by sorting out the literature on motivation,perceived service quality,satisfaction,behavioral intention and marathon events,the model of "non-elite marathon runner's motivation-perceived service quality-satisfaction-behavioral intention" is constructed based on the theory of expectation value,customer satisfaction and hierarchy of needs.Secondly,through interviews,surveys and mathematical statistics,the research methods are adopted.The English scale of “The Motivations of Marathoners Scales” and the English scale of “Participant sport event attribute and service delivery”were revised to Chinese version.Finally,the model was validated by investigating and researching the participants of Jianzhen International Marathon in Yangzhou,To reveal the action mechanism between non-elite marathon runner ' motivation,perceived service quality,satisfaction and behavior intention.Through this study,it has certain practical guiding significance for marathon organizers in China to cultivate and stimulate marathon enthusiasts' motivation,improve the service quality,improve contestants' satisfaction and promote the sustainable development of Marathon events in China.Comprehensive research data and analysis,the main conclusions of this study are as follows.(1)The revised "The Motivations of Marathoners Scales " Chinese version includes four aspects: physical motivation,psychological motivation,social motivation and achievement motivation.It also includes nine factors: health orientation,weight concern,self-esteem and self-confidence,adaptation,life significance,identity,communication,competition and personal goal.There are 31 items in the scale.Compared with the original scale,the structure of the scale is the same.By reducing the number of items from 56 to 31,the scale is more concise,which is conducive to amateur marathoners' answers.The "Participant sport event attribute and service delivery " Chinese version contains five factors: service delivery,service extension,event attributes,event operation and event exposition,and 15 items.Compared with the original scale,it reduces 7 items and makes the scale more concise.These two scales have good performance in the measurement of amateur marathoners in China,and have high reliability and validity.They can be used as a measurement tools for non-elite marathon runners,marathon events and other related research.(2)At present,the overall level of non-elite marathon runners ' motivation in China is relatively high,but the level of each dimension is not balanced,from big to small,in order of psychological motivation,social motivation,physical motivation and achievement motivation;the overall level of non-elite marathon runners ' perception of service quality is relatively high,and the dimensions from big to small are the operation of the event,the attribute of the event,and the extension of service.At present,non-elite marathon runners in China have a higher overall level of satisfaction and behavioral intention,behavioral intention' scores is higher than satisfaction's.(3)The non-elite marathon runners with different competition characteristics have significant differences in motivation and perceived service quality variables.The more times non-elite marathon runners take part in half marathons,the higher their satisfaction with service quality tends to be;the level of physical motivation and achievement motivation of non-elite marathon runners who have participated in 2-3 half marathons is significantly higher than who participated in the first half marathon;and the perception of service quality of non-elite marathon runners who participated in the first marathon is significant higher than who have participated in 2-3 full races.(4)Different training characteristics of non-elite marathon runners in China have significant differences in motivation,satisfaction and behavioral intention.It shows that the more training times per week,the higher the motivation,satisfaction and behavioral intention of the participants;and the distance of each training is only significant difference in motivation dimension,showing that the longer the training mileage,the higher the motivation level of the participants.(5)The non-elite marathon runners with different demographic characteristics,such as age,marriage,occupation,income and education,have significant differences in various variables and dimensions: in the dimension of physical motivation,married people are significantly higher than unmarried people;in the dimension of social motivation and achievement motivation,unmarried people are higher than married people;in the dimension of age,they have a significant impact on the motivation and satisfaction of competition,with age having significant influence.The bigger the competition motivation,the weaker the trend gradually,and the highest score of satisfaction index is 46-55 years old group;different educational background has a significant impact on the competition motivation,the highest motivation is high school/secondary school/vocational school/technical school group;different income levels have a significant impact on the competition motivation,the highest motivation is 1500-3000 months income group.(6)This study proposes and validates the model of "motivation-perceived service quality-satisfaction-behavioral intention",It reveals the mechanism of non-elite marathon runner's motivation,perceived service quality,satisfaction and behavioral intention.The mechanism is as follows: 1.Motivation,perceived service quality and satisfaction are all important factors affecting non-elite marathon runner 'behavior intention,and satisfaction is the most important factor;2.Non-elite marathon runner's motivation has a direct positive impact on perceived service quality,satisfaction and behavioral intention,and motivation has the greatest impact on perceived service quality;3.perceived service quality has a direct positive impact on satisfaction and behavioral intention,of which the greatest impact is on satisfaction;4.perceived service quality and satisfaction have an important intermediary between motivation and behavioral intention.the mediating role of satisfaction is stronger than perceived service quality.5.motivation can directly affecting the satisfaction,it also can indirectly affect the satisfaction through the mediating role of service quality.Perceived service quality not only directly affects behavior intention,but also indirectly affects their behavior intention through the mediating role of satisfaction. |
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