Publication:

運動態度與設施體驗及忠誠度之研究－以嘉義市港坪公園運動者為例

研究目的：本研究主要目的在於了解嘉義市立港坪運動公園從事休閒運動者的運動態度，設施體驗及忠誠度之現況，比較不同背景變項之休閒運動者的運動態度，設施體驗及忠誠度之差異，並進一步探討運動公園中從事休閒運動者的運動態度，設施體驗及忠誠度之間的關係。研究對象：本研究以使用嘉義市立港坪運動公園運動設施者做為研究對象。抽樣方法：本研究於2010年3月1日起至2010年3月31日於嘉義市立港坪運動公園內及其相關設施進行問卷發放，對象設定為運動公園設施之使用者，以便利抽樣的方式共抽取樣本數 600 份。研究工具：本研究工具依據研究需要參考相關文獻後以自編「運動公園休閒運動者運動態度、設施體驗與忠誠度調查問卷」，做為本研究資料蒐集之工具。統計方法：將問卷調查之資料以描述統計、效度分析、信度分析、因素分析、單因子變異數分析、相關分析、路徑分析等進行資料分析。研究結果：

一、港坪運動公園運動之民眾，以「男性」（56.9％）民眾之比例較「女性」（43.1％）民眾者為高。「21~30歲」（30％）之樣本數所佔的比例最大。「已婚」（53.9％）民眾之比例較「未婚」（46.1％）民眾為多。教育程度以「大學（專）」（50.2％）教育程度之受訪民眾所佔之比例最高。職業以「上班族」（30.6％）之受訪民眾所佔比率最高，「學生」（24.6％）次之。月收入以「無收入」（33.1％）受訪民眾所佔比率最高。居住地以居住在「西區」（68％）之受訪民眾所佔比率最高，「東區」（18.5％）次之。交通工具以「機車」（41.3％）最高，「腳踏車」（23％）次之。運動同伴以「朋友同事」（38.5％）所佔比率最高，「家人親戚」（36.3％）次之。設施以「籃球場」（30.2％）之使用者所佔之比例最高。使用時間以每次「1~2小時」（44.1％）所佔比率最高，「2~3小時」（36.5％）次之。

二、港坪公園運動態度構面經描述統計分析得知發現，民眾最關心的是適應能力構面，其次為競爭與成就、知識與成長、紓解身心、人際關係、最後為美感的感受。

三、在設施體驗構面經描述統計分析得知發現，民眾最關心的是情感交流構面，其次為清潔規劃、場地設施、景觀規劃、最後為活動規劃。

四、經過相關分析後發現，運動民眾對於「運動態度」、「設施體驗」與「忠誠度」間皆呈現正相關。

五、經由路徑分析，可以得知「運動態度」、「設施體驗」與運動者的「忠誠度」之間的因果關係。運動態度與設施體驗都會顯著影響運動者對運動公園的忠誠度，並且運動態度會以設施體驗為中介因素影響忠誠度。所以提高市民對運動的正當態度與提升對運動公園的設施滿意度皆會增加對運動公園的忠誠度，進而提昇使用率。並且運動態度與設施體驗間存在顯著正相關。

結論：嘉義市政府運動公園管理單位應積極規劃吸引民眾參與運動並建立良好運動態度，並定期管理與維護環境設施以及植栽，以提高市民對運動的正當態度與提升對運動公園的設施滿意度皆會增加對運動公園的忠誠度，進而提昇使用率。

The main purpose of this research was to study users’ sport attitude and facility experience and loyalty of Gang Ping Sport Park in Chiayi City, and compared their differences in sport attitude and facility experience and loyalty with diversity demographic backgrounds. Subjects of this study were 600 citizens who had ever utilized the Sport Park between March in 2010. Sample method was convenient sampling.The study instrument was self-made questionnaire was taken as the research tool with regard to users’ sport attitude and facility experience and loyalty of Gang Ping Sport Park in Chiayi City. The data derived from the investigation were analyzed by descriptive statistics, t-test, one-way ANOVA, correlation analysis and path analysis. The research results were as follows :

1. Most of the users of the Sport Park had the following features : male, aged between 21 to 30,married, college graduate, most of them were wage earners and students,, living in Western of Caiyei City, and go to the sport park by motocycle and bike. They mostly exercised in the park during holidays , in the evening time , 1-2hours a time. They were majorily accompanied with families and friends.The users’s favorite facility is basketball court.

2. In Sport Attitude, by describe statistical analysis we found that the people concerned most is adaptive capacity, competition , feeling of performance, aesthetic feeling, knowledge, growth, liberal the body and mind, and interpersonal relationship.

3.In Facility Experience, we found that the people concerned most is emotion communication, view, facility, event, cleaning,field and family .

4.After relevant analysis, we found the users`s “sport attitude”,” facilities experiences” and “loyalty” were positive correlated.

5.After path analysis, we could find the relationships of users`s “sport attitude”,”facilities experiences” and “loyalty”.The result showed “sport attitude”and ”facilities experiences” can improve “loyalty”.

Therefore, improving citizen's sport attitudes and satisfactions toward the facilities , will increase the loyalty of the users .Then utility rate of the sport park will increased.

Conclusion:The city government who was the sport park manager should help people to build good sport attitudes,encourage people to go outdoor exercises .The park's manager would maintain facility and plant regularly,in order to improve citizen's facility experience.