Publication:

台中市民參與舞蹈補習班動機、消費者行為及滿意度之研究

本研究旨在探討台中市民眾參與舞蹈補習班動機、消費者行為及滿意度之現況，了解不同背景變項對民眾參與舞蹈補習班動機、消費行為及滿意度之差異情形及三者間的相關聯性。研究者針對台中市四家舞蹈補習班為施測對象。採用量化的問卷調查法作研究工具，研究者共計發出300份問卷，回收300份，在剔除空白問卷與資料填答不完全者之無效問卷18份，共計有效問卷282份。用描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關及多元回歸進行分析。經資料蒐集及統計分析過後，本研究的主要發現如下：

壹、台中市民眾參與舞蹈補習班的動機屬中程度。在動機層面中，滿足成就需求的動機最高。不同人口變項的舞蹈班學員在「滿足成就需求」、「社會性需求」、「促進身體健康需求」動機層面達到顯著標準。

貳、台中市民眾參與舞蹈補習班的消費者行為屬低程度。在消費行為層面中，身心因素為最高。不同人口變項的舞蹈班學員在消費者行為層面中的「價格考量」、「身心因素」、「舞蹈課程類型」、達顯著水準。

參、台中市民眾參與舞蹈補習班的滿意度屬高程度。在滿意度層面中，教師專業教學能力滿意度最高。不同人口變項的舞蹈班學員在滿意度層面中的「教師專業教學能力」、「課程內容」及「學習效益」達顯著標準。

肆、台中市民眾參與舞蹈補習班在「整體參與動機」及「整體消費者行為」的總量表達顯著關聯相關。在「整體滿意度」與「整體消費者行為」總量表達顯著關聯，呈現正相關。在「整體參與動機」、「整體消費者行為」與「整體的滿意度」總量表達顯著關聯，呈現正相關。

The study aimed to investigate the current situation, the differences and the correlation of Taichung citizens’ motivation, consumers’ behaviors and satisfaction of joining the dancing studio. A total of 282 people from four different dancing studios in Taichung City were selected to participate in the study. All the participants completed the questionnaire. The data collected was analyzed by applying descriptive statistics, t-test, one-way ANOVA and Pearson Correlation coefficient. The major findings of this study were summarized as follows:

1. The scores of the motivation were medium. The “achievement fulfilling need” scored the highest in the “motivation aspect”. There were significant differences in “achievement fulfilling need”, “social need”, “health promoting need” according to different demographic variants.

2.The scores of the “consumers’ behaviors” were low. “physical” and “mental factors” scored the highest in the “consumers’ behaviors” aspect. There were significant differences in “price consideration”, “physical” and “mental factors”, and types of dancing classes according to different demographic variants.

3.The scores of the “satisfaction” were high. “Teachers’ professional teaching abilities” scored the highest in the “satisfaction aspect”. There were significant differences in “teachers’ professional teaching abilities”, “course contents” and “learning results” according to different demographic variants.

4.The correlation of “participating motivation”and “consumers’ behaviors” was found significant. The correlation of “satisfaction and consumers’ behaviors” was found significant. The correlation among “participating motivation”, “consumers’ behaviors” and “satisfaction” was found significant.