隨著近年來運動風氣與生活型態轉變，人們參與各類運動休閒活動與賽事的需求蒸蒸日上，然而並非每位參賽者都能取得心目中的理想成績。過去研究中，運動目標的達成率會直接影響參賽者對整體賽事的滿意度。此外，伴隨著運動風氣的盛行，運動賽事的線上評論亦與日俱增，然而目前尚未有系統性的研究探討參賽者分享電子口碑背後的行為意圖。
本研究以計畫行為理論作為基礎架構，加入滿意度與達成率，試圖了解參賽者分享電子口碑的意圖是否會受這些因素影響。研究結果顯示，參賽者的態度、主觀規範、行為控制知覺與滿意度皆正向影響分享電子口碑意圖。此外，參賽者的達成率高低會調節其態度與主觀規範對分享電子口碑的意圖。最後，根據研究結果，本研究提供理論與實務上改善與加強經營之方向，期許台灣的運動賽事在品質不斷提升下，更加發揚光大。

With the changes in sports style and lifestyle in recent years, the demand for participating in various sports events and leisure activities is increasing. However, not every participant can achieve their ideal goals. In present research, the achievement rate of sports goals directly affected the overall satisfaction of participants toward the event. In addition, along with the prevalence of sports atmosphere, online reviews of sports events are increasing day by day. However, there has not yet been a systematic study to investigate the behavior intentions of participants to share electronic word of mouth.
This study uses planning behavior theory (TPB) as framework, adds satisfaction and achievement rate. Trying to understand whether participants' intention to share e-WOM will be affected by these factors. The result shows that participants' attitudes, subjective norms, behavioral control perception, and satisfaction are all significantly positively correlated with the intention to share e-WOM. In addition, the achievement rate of contestants will moderate the relationship between attitudes and subjective norms with eWOM respectively. Finally, based on the results of the study, this study provides theoretical and practical implications to improve and strengthen management. It is hoped that Taiwan's sports events will strongly develop with the continuous improvement of quality.

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107年運動消費支出調查（第一階段調查報告）（2018年9月）。教育部體育署。檢自： https://isports.sa.gov.tw/Apps/TIS08/TIS0801M_01V1.aspx?MENU_CD=M07&ITEM_CD=T04&MENU_PRG_CD=12&LEFT_MENU_ACTIVE_ID=100