Publication:

社區複合式運動中心之消費者行為研究

本研究旨在探討社區複合式運動中心之會員消費行為。研究工具以自編之「社區運動中心消費者行為量表」進行資料蒐集，一共發出410份問卷，有效問卷為394份，有效問卷回收率為96％。經統計分析後發現，受試對象男性多於女性、大多會員為學生身份；整體而言，會員對運動中心普遍感到滿意，特別在環境整潔部份，結果也顯示會員對運動中心之續約意願高，也樂於公開向他人推薦運動中心。最後本研究對運動中心會員之運動參與動機、涉入、運動休閒態度與消費者滿意度、口碑及續約意願之關係進行驗證，發現：運動參與動機、涉入與運動休閒態度對消費者滿意度、口碑與續約意願是部份正向相關的。

The purpose of the study is to investigate consumer behavior of the community sport centers. The self-developed scale entitled “consumer behavior questionnaire of community sport center” was managed to collect data. 410 questionnaires were randomly distributed and 394 were valid responded corresponding with a 96% of available return rate. After the data analysis, the results of the study showed that most of investigated member were male, and the majority is students. In general, most of member were satisfied with the service of sport centers as well as willing to recommend the sport centers to others. The study also examines the causal relationship among members’ motivation, involvement, attitude, satisfaction, word-of-mouth, and repurchase intention. The results indicated that motivation, involvement and attitude part positive affect satisfaction, word-of-mouth and repurchase.