本研究旨在探討路跑賽運動參與者對賽會服務品質、滿意度與忠誠度之影響關係。本研究以參加2013 日月潭環湖路跑賽之選手為研究對象，利用系統抽樣進行問卷調查，共計發放400 份問卷，回收有效問卷294 份（男性224 人、女性70人），有效回收率為73.5%。所得資料經統計分析後得如下結果：本次賽會參與者對於主辦單位的服務品質及滿意度有良好的評價，且具有頗高的忠誠度。研究發現：服務品質之「有形性」、「反應性」及「保證性」知覺能有效正向預測滿意度；服務品質之「有形性」及「反應性」知覺能有效正向預測忠誠度；滿意度能有效正向預測忠誠度；另外，不同性別、年齡、職業、平均月收入、參加項目及停留天數之參與者對賽會服務品質知覺有顯著差異。最後，建議運動賽會應著重參與者對於服務品質的感受，當其獲得的感受價值愈高時，其滿意度與忠誠度亦會相對提升，有助於賽會持續延年辦理之助益。

The purpose of this study was to verify the sports satisfaction model of Laura and Jose (2007). Totalizing 573 runners participating in the 2008 Chiayi Energies Road Running Participants were verifying the validity and reliability of the scale. The data were analyzed by statistic analysis such as frequencies, means, path analysis using computer program SPSS for windows 18.0 and LISREL 8.72. Results demonstrate: (1) a significant, direct, and positive effect of disconfirmation, emotions (pleasure, arousal) on satisfaction. A significant, direct, and positive effect of satisfaction on loyalty. Satisfaction as a mediator between disconfirmation, emotions (pleasure, arousal) and loyalty was also revealed in the findings. (2) a significant, direct, and positive effect of disconfirmation on emotions (pleasure, arousal), and satisfaction. A significant, direct, and positive effect of emotions (pleasure, arousal) on satisfaction, and satisfaction on loyalty. All paths in the model were significant (p＜.05). After the analysis of LISREL, the suitability of the framework was fine and proves that the model is applicable for the research. The results of this research will be used as a reference to develop strategies for sport management.