Publication:

台南市桌球俱樂部消費者參與動機、行為與滿意度之研究

本研究之目的旨在探討台南市桌球俱樂部消費者參與動機、行為與滿意度之關係，冀望研究結果俾能提供桌球俱樂部經營管理者在於設施、行銷策略規劃及服務內容品質上之參考依據。採問卷調查法發放500份，剔除回答不完整及無效問卷後為483份，有效問卷率為96.6％，根據所得資料利用SPSS for Windows 12.0套裝軟體處理，以項目分析、因素分析、次數分配及百分比、卡方考驗、獨立樣本t考驗以及單因子變異數分析（one way ANOVA）、Scheffe事後多重比較檢定、Pearson積差相關及典型相關等統計方法進行資料分析，其結論為：台南市桌球俱樂部消費者不同人口背景變項與參與動機及參與行為部份呈顯著差異，不同性別、年齡、婚姻在整體滿意度呈顯著差異；「不同桌球運動球齡」與「不同每次從事桌球運動持續時間」在滿意度「整體影響」因素達顯著差異；參與動機與參與行為呈顯著相關，而與滿意度有典型相關存在。

The purpose of this study aims at dealing with the relationship of the participant motivation, behavior and satisfaction of Tainan city table tennis club members. Hoping the result of this study can offer the managers of the table tennis clubs some reference materials on facilities, marketing strategies and the service qualities. We use the questionnaire survey procedure and 500 questionnaires are distributed, deducting those are replied incompletely and invalided , valid questionnaires amount to 483, so the recall rate of valid questionnaires is 96.6%. , we cope with the collected data by SPSS for Windows 12.0 Statistical software. Item analysis, factor analysis, frequency distribution and percentage, Chi-square, independent sample T-test and one way ANOVA, Scheffe method, Pearson product-moment correlation and canonical correlation analysis are employed to analyze the data. The findings are as follows: Tainan city table tennis club members with different population variables showed partly significant differences on participant motivation and behavior, in terms of overall satisfaction , the respondents with the demographic characteristics of different sex, age, marital status have significant differences. “Different number of years playing table tennis” and “Different duration of each average time of playing table tennis” show significant differences in the dimension “Whole affection” of Satisfaction Scale. The” participant motivation” and “participant behavior” have significant correlation and there are canonical correlations existed individually between the overall satisfaction.