Publication:

社區大學學員休閒運動課程參與動機、滿意度與忠誠度之研究—以臺中市大墩社區大學為例

本研究以臺中市大墩社區大學參與休閒運動課程之學員為研究對象，主要探討學員在休閒運動課程參與動機、學習滿意度與忠誠度及人口統計變數之差異情形。首先分析不同人口統計變數之學員對參與動機、滿意度及忠誠度之差異；並探討三者間之關係。本研究採用問卷調查法，以臺中市大墩社區大學參與休閒運動課程學員800人為研究對象。將所得資料以統計套裝軟體SPSS執行描述性統計、積差相關、逐步迴歸等統計分析，根據資料分析結果歸納以下六點結論：

一、學員休閒運動參與動機現況，「生理層面」最高；滿意度現況，「教師上課品質」最高；整體忠誠度平均數為4.45顯示學員願意「持續報名與推薦」。

二、不同年齡層的學員在滿意度「學習成效」層面具有顯著差異，18~30歲>31~40歲。

三、不同年齡的學員在參與動機「心理層面」具有顯著差異，18~30歲>51-60歲>41~50歲>31~40歲。

四、不同職業學員在參與動機「生理層面」其達顯著水準，軍公教>服務業>自由業。

五、參與動機、滿意度與忠誠度呈正相關。

六、本研究證實參與動機與學習滿意度對忠誠度會帶來相當程度的影響。

This research aims at the participants of Ta-tun Community College’s recreational programs. The objective is to study the participants’ motivation, satisfaction, loyalty, and the difference of the variable of population statistics. Firstly, I analyze the difference of motivation, satisfaction, and loyalty of the participants from different population statistics variable; then I research the connection of the above three categories. This research uses the questionnaire method. It aims at the eight hundred participants in Ta-tun Community College Recreational programs.The accessed data gathers statistics with the package software SPSS, which conducts descriptive statistics, product-moment correlation, and regression analysis.Six main points are concluded according to the data analysis:

1.Physical concern tops the current status of participants’ motivation. Teaching quality tops the satisfaction, and the average of loyalty is 4.45, which show that the participants would continue and recommend.

2.The satisfaction of learning effectiveness varies among different age groups; which of those ages 18-30 is higher than those ages 31-40.

3.The motivation of psychological side varies obviously among different age groups; which of those ages 18-30 is higher than those ages 41-50, while those ages 31-40 has the lowest motivation.

4.Participants with different occupations show great variation in psychological motivation.

5.Motivation,satisfaction and loyalty show positively related.

6.This research shows that motivation and satisfaction brings significantly influence to loyalty.