林文郎Lin, Wen-Lang2017-02-222025-07-302017-02-222017-02-22https://ir.ntus.edu.tw/handle/987654321/70511學位類別：碩士校院名稱：國立臺灣體育學院系所名稱：休閒運動管理研究所畢業學年度：91年論文頁數：169頁中文摘要 　　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.目　次 第一章　緒論 　第一節　研究背景…………………………………………1 　第二節　研究目的…………………………………………3 　第三節　研究問題…………………………………………3 　第四節　研究假設…………………………………………4 　第五節　研究範圍…………………………………………5 　第六節　研究限制…………………………………………6 　第七節　名詞解釋…………………………………………7 第二章　文獻探討 　第一節　游泳池的經營管理模式探討……………………8 　第二節　消費者行銷理論基礎……………………………23 　第三節　游泳池消費者行為相關研究……………………30 　第四節　顧客滿意理論基礎………………………………32 第三章　研究方法與步驟 　第一節　研究架構…………………………………………37 　第二節　研究對象…………………………………………39 　第三節　研究方法與流程…………………………………40 　第四節　研究時間及地點…………………………………41 　第五節　問卷編制與施測…………………………………42 　第六節　資料分析方法……………………………………45 第四章　結果與討論 　第一節　樣本特性…………………………………………53 　第二節　消費者在選擇溫水游泳池考量因素分析………62 　第三節　消費者對溫水游泳池滿意度之分析……………66 　第四節　消費者考量選擇溫水游泳池因素與滿意度 　　　　　比較分析…………………………………………71 　第五節　消費者人口統計變項與選擇溫水游泳池考 　　　　　量因素分析………………………………………76 　第六節　消費者人口統計變項與選擇溫水游泳池滿 　　　　　意度之考驗分析…………………………………83 　第七節　多元迴歸分析……………………………………90 　第八節　新竹市溫水游泳池場地設施SWOT分析…………95 第五章　結論與建議 　第一節　結論………………………………………………138 　第二節　建議………………………………………………141 　第三節　後續研究…………………………………………143 參考文獻………………………………………………………144711237 bytesapplication/pdf滿意度;選擇考量因素;消費者行為;溫水游泳池satisfaction;selection factors;consumer behavior;heated swimming poolthesis