Publication:

南投縣跆拳道館學員參與動機、體驗程度滿意度與忠誠度之研究

本研究旨在瞭解南投縣跆拳道館消費者之現況，比較不同背景變項之道館學員參與動機、體驗程度、滿意度及忠誠度之差異及相關情形。本研究以中華民國跆拳道協會及南投縣體育會跆拳道委員會登記有案並實際營業之11所跆拳道館，其現有國小三至六年級、國中及高中（含高職）之415名學員，作為研究對象，有效問卷共計394份，有效問卷率為94.94％；本研究以自編之「跆拳道館學員參與動機、體驗程度、滿意度及忠誠度之研究問卷」為研究工具，問卷採李克特氏五分量表計分。本研究資料處理採用SPSS12.0中文版電腦統計軟體，進行描述性統計、獨立樣本t檢定、單因子變異數分析、雪費事後檢定、皮爾森積差相關及徑路分析，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。

研究結果與發現：

一、跆拳道館學員以男性所佔的比例較高；就學階段以國小較多；家長職業以「工」居多；段級數以1至4級較多；學習跆拳道的年資多為1至2年。

二、跆拳道館學員參與動機較高的構面為「增進身心健康」；體驗程度與滿意度較高之構面為「環境與服務」；忠誠度以「行為忠誠」之構面較高。

三、不同性別學員參與動機、體驗程度及忠誠度沒有顯著差異；不同就學階段學員滿意度沒有顯著差異；不同家長職業學員參與動機、體驗程度、滿意度及忠誠度沒有顯著差異；不同段級數學員參與動機及體驗程度沒有顯著差異；不同學習年資學員參與動機及忠誠度沒有顯著差異。

四、跆拳道館學員參與動機、體驗程度、滿意度與忠誠度達顯著正相關。

五、參與動機、體驗程度、滿意度與忠誠度具有因果關係，四條顯著徑路為；

（一）參與動機→忠誠度

（二）參與動機→體驗程度→滿意度→忠誠度

（三）體驗程度→滿意度→忠誠度

（四）滿意度→忠誠度

The purpose of this study was to compare the Participating Motivation, Experience, Satisfaction and Loyalty of Taekwondo members in Nantou County with different background variations and their relationships. The participants of this study involve 415 Taekwondo members from different elementary ,junior high, and senior high schools (including vocational high schools) participating in the training halls in Nantou County, and a total of 394 effective questionaires were received which made the return rate up to 94.94％. The instrument used in this study was “Questionnaire on Participating Motivation, Experience, Satisfaction and Loyalty of Taekwondo Members” designed by the researcher. The results of the returned questionnaires were graded by 5-point Likert scale. SPPS12.0 Computer Statistics Software (Chinese Version) was adopted to descript the statistics of data collected. Independent Sample T test, One Way ANOVA, Scheffe Test, and Pearson`s product moment correlation, and path analysis were also included in the results of the present 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.

Findings and Results

1.The proportion of male members was larger than that of female in Taekwondo training halls, and most of them were ranged from training level 4 to training level 1. Most members were elementary school students, and most parents of the members worked for industrial sectors. Many of these members had learned Taekwondo for one or two years when this study was conducted.

2.The aspect of promoting health as the highest with Participating Motivation and the aspect in which most participants with Experience and Satisfaction was “Environment and Service”, while the aspect of “Behavioral loyalty” with Loyalty was regarded as the highest.

3.There was no significant difference of Participating Motivation, Experience and Loyalty between different genders, and also have no significant difference of Satisfaction between different school grand. There was no significant differences of Participating Motivation, Experience, Satisfaction and Loyalty between different parents’ career. There was no significant difference of Participating Motivation and Experience between different training levels. There was no significant differences of Participating Motivation and Loyalty between different years of learning taekwondo.

4.There was a significant positive correlation between Participating Motivation, Experience, Satisfaction and Loyalty experience and loyalty of members in Taekwondo training halls.

5.Participating Motivation, Experience, Satisfaction and Loyalty have causality. There was four significant path:

Participating Motivation →Loyalty

Participating Motivation →Experience →Satisfaction →Loyalty

Experience →Satisfaction →Loyalty

Satisfaction →Loyalty