本研究旨在探討馬術活動之經營型態，並驗證馬術活動消費者服務體驗與忠誠度之間的線性關係。利用田野考察及現場問卷調查收集資料，以SPSS 17.0進行敘述性統計分析，以LISREL 8.70進行驗證性因素分析及結構模式分析。研究結果顯示目前全台有約經營四十家馬術活動的業者，馬術活動業者經營型態可分成四大類（馬術俱樂部、馬術寄養、馬匹治療、及觀光馬場），其中以馬術俱樂部經營型態數量最多共21家。實證分析結果顯示，馬術活動消費者服務體驗中的設施構面顯著的直接影響態度忠誠度，間接影響行為忠誠度。馬術活動消費者服務構面顯著的直接影響態度忠誠度，間接影響行為忠誠度。馬術活動消費者態度忠誠度顯著及正向的直接影響行為忠誠度。態度忠誠度在設施及服務構面與行為忠誠度之間扮演顯著的中介效應。最後、本研究之研究發現提供後續研究及俱樂部經營管理者之參考。

This study aims to explore the business and administrationpattern of equestrian enterprises as well as to examine the relationship betweenservice experience, attitudinal loyalty, and behavioral loyalty using samples ofequestrian recreationists. Data collection was performed using field survey andon-site questionnaire survey. Descriptive statistics were analyzed using SPSS17.0 for Windows and confirmatory factor analysis and structural equationmodel analysis were performed using LISREL 8.70 for Windows. The resultsindicated that there are approximately 40 equestrian enterprises distributedwidely in Taiwan. The business and administration type has been classified intofour types: equestrian club, foster care, hippotherapy, and horse ranch, in whichthe equestrian club is dominant for recreationists. Analytical results indicatedthat the facility dimension positively and significantly affected attitudinalloyalty directly and behavioral loyalty indirectly. Service experience positivelyand significantly affected attitudinal loyalty directly and affected behavioralloyalty indirectly. Attitudinal loyalty mediated the relationship between serviceexperience and behavioral loyalty. The paper concludes by identifying theconceptual relationships and discussing the practical management implications ofthe findings.