Publication:

休閒運動消費者行為之研究—台南市立羽球館為例

中文摘要

本研究旨在瞭解台南市立羽球館休閒運動消費者之相關。以台南市市立羽球館370位休閒運動消費為研究對象，以自編之「休閒運動消費者行為之研究問卷」為研究工具，進行問卷調查。根據實際調查所得資料，以描述性統計、因素分析、變異數分析、鄧肯檢定法、成對t檢定等及徑路分析統計方法，經SPSS 10.0 for Window XP套裝軟體進行資料分析，得到以下結論：

一、台南市市立羽球館休閒運動消費者以「男性」居多，佔75.9﹪；年齡以「41~45歲」者最多，佔25.1﹪；教育程度以「大專」者最多，佔55.1﹪；職業以「軍公教」者最多，佔24.6﹪；收入以「30,001~50,000」者最多，佔28.6﹪；球齡以「7~10年」者最多，佔23.5﹪；每月打球次數以「6~8次」者最多，佔31.4﹪；每次打球時間以「1~2小時」者最多，佔80.5﹪；距離以「15分鐘內」者最多，佔66.8﹪；交通工具以「開車」者最多，佔57.5﹪。

二、台南市市立羽球館休閒運動消費者的參與動機為以「休閒娛樂」最高；體驗程度以「休閒娛樂」最高；滿意度以「軟硬體設備」最高；需求之重要程度以「軟硬體設備」最高。

三、不同人口統計變項的休閒運動消費者對於台南市市立羽球館的參與動機、體驗程度、滿意度與需求之重要程度上有顯著差異。

四、台南市市立羽球館休閒運動消費者的參與動機與體驗程度有顯著的差異；滿意度與重要程度有顯著的差異

五、台南市市立羽球館的休閒運動消費者的滿意度影響路徑主要有四條。

Abstract

The purpose of the study was to examine the recreation sports consumer behavior of Tainan Municipal Badminton Facility. 370 recreation sports consumers of the facility participated in this study. Questionnaire of the recreation sports consumer behavior developed by the writer was used as the tool for carrying out the survey. Based on the information derived from the actual survey, and employing descriptive statistics, factor analysis, variant analysis, Duncan Verification methodology, t verification and structural equation models, the following conclusions were drawn after data analysis via SPSS 10.0 for Window XP package software:

1.The recreation sports consumers of Tainan Municipal Badminton Facility were mostly male (75.9%), concentrated in the age bracket of 41-45 (25.1%), and above university education level (55.1%); civil servants, teachers and serviceman were the primary occupation claims (24.6%); the monthly income level was mostly between NT$ 30,001~50,000 (28.6%); most consumers have been playing the sport for 7-10 years (23.5%) and 6-8 times a month (31.4%); most consumers spent 1-2 hours (80.5%) each time and less than fifteen minutes (66.8%) getting to the facility by car (57.5%).

2.The primary motives for the recreation sports consumers of Tainan Municipal Badminton Facility were “recreation and entertainment”; the level of experience was “recreation and entertainment”; the consumers were most satisfied with “the quality of facilities,” their primary concern.

3.The recreation sports consumers of different population statistical variants show significant variance in the participation motives, the level of experience, the level of satisfaction and concern.

4.The recreation sports consumers of Tainan Municipal Badminton Facility show significant variance in the participation motives, the level of experience, and the level of satisfaction and concern.

5.The recreation sports consumers of Tainan Municipal Badminton Facility show four paths in the level of satisfaction.