王慶堂Wang, Ching-Tang2017-02-222025-07-302017-02-222017-02-22https://ir.ntus.edu.tw/handle/987654321/70869學位類別：碩士校院名稱：國立台灣體育大學系所名稱：運動管理學系碩士班學號：19605103畢業學年度：97年論文頁數：132頁　　本研究旨在探討苗栗小巨蛋健身俱樂部消費者參與行為與滿意度之研究，以2009年苗栗小巨蛋健身俱樂部之消費者為研究對象。採用隨機抽樣與問卷調查的方式，並以自編之「苗栗小巨蛋健身俱樂部消費者參與行為與滿意度調查問卷」作為測量的研究工具。問卷內容根據研究目的，共分為：消費者參與行為部分、消費者滿意度量表與填答者人口統計特性等三個部分。調查期間共發放500份問卷，有效問卷為435份，有效問卷率為87%。問卷回收後透過SPSS for Windows12.0版統計軟體來分析資料，採取信度分析、因素分析、敘述性統計分析、變異數分析等方法進行資料分析。研究結果發現： 一、苗栗小巨蛋健身俱樂部消費者男性稍多於女性；年齡集中於21-50歲者；教育程度以高中/職居多；職業以商業與學生居多；婚姻狀況以已婚居多；月收入以3萬元以下居多。 二、消費者參與行為以加入全年會員居多（45.98%）；最常消費的期間以週末及例假日者居多（71.95%）；受訪者最常消費的時段以7點以後居多（29.89%）；受訪者每週消費次數以2-3次者居多（60.0%）；平均每次停留時間以2-3小時居多（38.39%）；受訪者最常使用交通工具為開車前往（40.69%）；使用交通工具抵達健身房時間多為10-20分鐘（42.07%）。 三、在消費者滿意度六個組成構面中，平均數亦皆位於「普通」與「滿意」之間，各構面得分高低依序為：「形象與氣氛」、「人員服務」、「場地與設施」、「課程與活動」、「便利性」與「價格」，此一結果顯示消費者對於「形象與氣氛」構面的滿意程度較高，平均分數接近4分達「滿意」程度。健身俱樂部在形象與氣氛上的表現獲得肯定，反之，消費者對於「價格」構面滿意程度相對較低。　　The purpose of this study was to investigate the participation and satisfaction of the consumers in fitness club of Miaoli Areana. The subject of study were the consumers in Fitness Club of Miaoli Areana in 2009. The method of research were random sampling and questionnaire with self-made “ the questionnaire on the participation and satisfaction of the consumers in Fitness Club of Miaoli Areana.” The content in the questionnaire were divided into three parts : consumers’ participation ,satisfaction of the consumers, the population of characteristics. The number of the questionnaires was totaled 500, and avail ones were 435, the rate of avail questionnaires is 87%.The data was analyzed by SPSS for Windows 12.0. By reliability analysis, factor analysis, descriptive statistics, and one way ANOVA. The resultswere as follows: 1. Male consumers were more than female ones in Fitness Club of Miaoli Areana. The consumers’ ages were aged in 21-50; the level of education is mostly senior high school and vacational high school; their occupations are mostly commercial ones and students ; married ones were more than single ones; mostly average income was under NT$ 30,000. 2. The consumers’behavior was that annual members ( 45.8%); The most popular days were weekends and holidays( 71.95%); The favorite period of the day was after 7:00a.m.( 29.89%); the most consuming frequence in a week was 2-3 times( 60.0%) ; the length of the stay time was 2-3 hours( 38.39%); Driving was most consumers would do ( 40.69%); the commute time is mostly about10-20 minutes( 42.07%). 3. In six consisting aspects of the satisfaction of the consumers, the average number is located between “ neutral” and “ satisfaction” , The scores from high to low in the six aspects the order is : “ image and atmosphere,” “ attendant’s service, ” “ space and the facility,” “ program and activity, ” “ convenience,” “ price,” The results shows that the consumers’ satisfaction in the aspect of “ image and atmosphere ” is higher than the others. The average score was approaching 4, the level of satisfaction, so the present of the fitness club was recognized with. In contrast, the score of the aspect of “ price ” was lower.目　次 第壹章　緒論………………………………………………………1 　第一節　研究背景與動機………………………………………2 　第二節　研究目的………………………………………………3 　第三節　研究問題………………………………………………4 　第四節　研究範圍………………………………………………4 　第五節　名詞操作性定義………………………………………4 第貳章　文獻探討…………………………………………………6 　第一節　臺灣運動健身俱樂部之發展…………………………6 　第二節　消費者參與行為之探討………………………………10 　第三節　消費者滿意度相關研究分析…………………………18 　第四節　苗栗小巨蛋健身俱樂部現況分析……………………27 第參章　研究方法…………………………………………………33 　第一節　研究架構………………………………………………33 　第二節　研究流程………………………………………………35 　第三節　研究工具………………………………………………36 　第四節　研究調查實施…………………………………………39 　第五節　資料分析方法…………………………………………41 第肆章　結果分析與討論…………………………………………43 　第一節　人口統計分析…………………………………………43 　第二節　消費者參與行為分析…………………………………49 　第三節　消費者滿意度分析……………………………………80 　第四節　消費者參與行為及滿意度差異分析…………………100 第伍章　結論與建議………………………………………………121 　第一節　結論……………………………………………………121 　第二節　建議……………………………………………………124 參考文獻……………………………………………………………128447171 bytesapplication/pdf健身俱樂部;消費者參與行為;滿意度Fitness Club;The Consumers Behaviers;The Satisfaction of the Consumersthesis