Publication:

瑜珈運動參與者持續涉入行為之研究-以大台中地區瑜珈運動參與者為例

本研究旨在探究大台中地區瑜珈運動參與者之參與動機、參與行為、認同感與持續涉入之關係。本研究以自編之「瑜珈運動參與者持續涉入行為調查問卷」為研究工具，於2011年4月25日至5月7日分別在邱素貞瑜珈教室、楊久美瑜珈教室、Yogilini瑜珈水活會館、True Yoga會館與水舞瑜珈會館等5間大台中地區知名的瑜珈教室會館，採立意與叢集抽樣法針對現場學員進行問卷調查(期間共發出245份問卷，回收有效問卷233份，有效問卷回收率達95.10%)。所得資料經描述性統計分析、獨立樣本t檢定、單因子變異數分析與結構方程模式分析，主要結果顯示：一、瑜珈運動參與者之人口特性為女性、26-30歲、大學學歷、未婚、從事服務業、平均月收入30,001-45,000元為主；二、不同婚姻狀況之瑜珈運動參與者在參與行為、認同感與持續涉入等變項上達顯著差異；三、擁有18歲以下子女之瑜珈運動參與者在參與行為與認同感等變項上達顯著差異；四、不同年齡之瑜珈運動參與者在參與行為變項上達顯著差異；五、瑜珈運動參與者之參與行為顯著正向影響對於瑜珈運動的認同感；六、瑜珈運動參與者對於瑜珈運動的認同感顯著正向影響持續涉入意圖。根據結果發現，本研究提出建議作為經營實務之參考。業者可針對瑜珈運動參與者的需求，設計符合的課程內容並推出新穎的行銷策略以利招攬會員，提高瑜珈運動參與者持續涉入的程度。

This study focused on the Yoga participants in terms of the participation motivation, participation behavior, identification and enduring involvement in Taichung City area. This study used cluster sampling with “the behavior of enduring involvement of Yoga questionnaire” as a tool. The questionnaires were distributed to the participants of the following five yoga centers: C. S. J. Yoga, Yang Jiu-Mei Yoga Studio, Yogilini Spa Center, and True Yoga from April 25th to May 7th, 2011. A total of 245 questionnaires were distributed and 233 were returned with a response rate of 95.10%. The data collected were analyzed using descriptive analysis, t-test, one-way ANOVA and structural equation modeling (SEM). The results were listed as following: 1. Most of the Yoga participants were female university graduates between the age of 26 and 30 years old who were unmarried working in the service industry with a monthly income between NT30,001 and NT45,000. 2. There was a significant difference in the level of participation behavior and identification between those participants who were married and unmarried. 3. Women with children under the age of 18 showed differences in participation behavior and identification. 4. There was a significance difference in age in terms of participation behavior. 5. The participation behavior of yoga participants was positively related to identification. 6. The participation behavior of yoga participants was positively related to enduring involvement. This study provided recommendations for yoga studio managements to target the needs of the participants, to retain existing members and lastly, to design classes that will increase the attraction for more people to join membership.