Publication:

臺中市羽球運動消費者參與動機、滿意度與忠誠度之研究

本研究旨在探討臺中市羽球運動消費者在參與動機、滿意度與忠誠度上的影響及關聯性。本研究採問卷調查法，研究對象為臺中市的羽球運動消費者。研究工具以自編「臺中市羽球運動消費者參與動機、滿意度與忠誠度之研究問卷」，採用李克特五點量表，共發出480份，回收460份，有效問卷為431份，有效問卷率為89.7%。蒐集之資料以SPSS 12 . 0進行分析，包括：描述性統計、項目分析、因素分析、信度分析、獨立樣本t 檢定、單因子變異數分析、單因子多變量變異數分析、雪費法事後檢定、Pearson 相關分析及多元迴歸分析進行處理，所得結果擬提供相關單位在研究與實務上經營管理之參考，結果發現： 一、臺中市羽球運動消費者以「男性」；年齡在「36-45歲」；婚姻狀況以「已婚」；教育程度以「大學(含專科)」；職業以「軍警公教」；收入以「40,001~60,000」者為最多。 二、羽球運動消費者參與動機較高的構面為「心理需求」；滿意度較高之構面為「硬體設施」。 三、不同人口背景變項在參與動機、滿意度與忠誠度上部分有顯著差異。 四、滿意度與忠誠度呈正相關及參與動機與忠誠度呈正相關。 五、進行多元迴歸分析發現，參與動機、滿意度可預測忠誠度。

The purpose of this study was to discuss the influence and relationship among participating motivation, satisfaction, and the loyalty of badminton sport consumers in Taichung city. Applying the questionnaire survey method, the subjects were sampled of badminton sport consumers in Taichung city. The instrument used in this study was “Questionnaire on Participating Motivation, Satisfaction and Loyalty of badminton Sport Consumer in Taichung city” designed by the researcher. The results of the returned questionnaires were graded by 5-point Likert scale. 480 questionnaires were distributed, 431 were valid and the validity rate was 89.7%. SPSS12.0 Computer Statistics Software was adopted to analyze the statistics of data collected. Independent Sample t test, One Way ANOVA, One-way MANOVA, Scheffe Test, Pearson’s product moment correlation, and multiple stepwise regressions were also included in the results of the study. The results and findings proposed by the researcher could be one of the reference resources for related sectors on both future research and practical management. The results found that: 1.The main group of participants was male, age of 36-45, university (college), married, government employed and income of 40,001-60,000, in majority. 2.According to the descriptive analysis results of the Participating Motivation, the aspect that the Badminton Sport Consumer cares the most is psychological need. And for the satisfaction perspective, the aspect that the Badminton Sport Consumer cares the most is hardware and facilities. 3.Participants with different background have partially significant differences in their participating motivation, satisfaction and loyalty. 4.The study found that there is a positive correlation between consumer’s satisfaction and loyalty. And there is a positive correlation between Consumer’s Participating motivation and loyalty. 5.According to the regression analysis on Participating Motivation and Satisfaction the loyalty can be predict.