Publication:

溫水游泳池消費者行為之研究－以新竹市溫水游泳池消費者為例

中文摘要

本研究旨在了解新竹市溫水游泳池消費者行為，以新竹市七家溫水游泳池之消費者為研究對象，以自編「溫水游泳池消費者行為之研究問卷」為研究工具，進行問卷調查。根據研究所得資料以描述統計、獨立樣本t檢定、單因子變異數分析、薛費事後比較法、多元迴歸分析等統計方法，並運用SPSS 10.0 套裝軟體進行資料分析，得到以下結論：

一、在消費者年齡以51歲以上為最多。教育程度以大學程度最多。職業方面以教職為最多；其次為資訊科技業。每個月的個人所得的分佈情況中，以50001元以上為最多；有游泳習慣者最多；且到游泳池主要的目的，以游泳為主，使用其他設施為輔。在消費者每月游泳的次數的分佈情形，以21次以上佔多數；每月花費在游泳運動上費用，以1000元以下為最多。消費者在游泳池活動的時間多在60分鐘以內為最多；游泳時段，以中午12:00以前為最多；且與家人一同前往為最多，其次為個人自行前往。

二、消費者在選擇考量溫水游泳池的專業性為優先，通路便利性為其次，服務項目在選擇考量因素佔最低。

三、消費者在溫水游泳池滿意度方面整體現況的高低依序為通路便利、專業性、多元設施、價格優惠、服務項目。

Abstract

The purpose of this study was to understand the consumer behavior of the indoor heated pools in Hsin-chu city. Using a questionnaire designed by the author as instrument, consumers of seven indoor heated pools were surveyed. Survey results were analyzed with descriptives, independent-samples test, one-way ANOVA, Scheffe, multi-factor regression and the SPSS 10.0 software. The findings were as following:

1.The majority of the consumers were aged 51 and above. Most of the consumers had a university education. Education-related profession was the major occupation, followed by computer technology. Most of the consumers made more than NT$50,000 monthly. Most were habitual swimmers, their main purpose of pool visits was swimming, while usage of other pool amenities came second. In terms of the number of pool visits per month, 21 and above was the majority. Most consumers’ monthly swimming expense was under NT$1,000. Consumers who spent less than 60 minutes at the pool were the majority. Most visits were before noon. The majority of visits were accompanied by family members, followed by lone visits.

2.With regard to user's choice of heated swimming pools and factors affecting their selection, technical professionalism was ranked first, followed by travel convenience, services and pool amenities were ranked last.

3.With regard to user satisfaction concerning the condition of heated swimming pools, users were most satisfied with travel convenience, followed by technical professionalism, pool amenities, pricing and service.