頁籤選單縮合
題名 | 消費者體驗感受對行為意圖的影響--以職業棒球為例=The Relationships among Experience and Behavioral Intentions--A Case Study of Professional Baseball |
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作者 | 郭志騰; Kuo, Chi-teng; |
期刊 | 休閒運動期刊 |
出版日期 | 20110800 |
卷期 | 10 2011.08[民100.08] |
頁次 | 頁55-67 |
分類號 | 528.9014、993.14 |
語文 | chi |
關鍵詞 | 職業棒球; 體驗; 行為意圖; Professional baseball; Experiential; Behavioral intentions; |
中文摘要 | 本研究目的旨在了解職業棒球消費者體驗感受對行為意圖的影響,研究對象為職業棒球消費者。研究利用問卷調查法對職業棒球消費者進行調查,共發出350份問卷,回收有效問卷320份。本研究以描述性統計、因素分析、t 考驗及迴歸分析等統計方式進行資料處理。研究結果顯示:(一)職業棒球消費者的體驗感受對於行為意圖有正向的顯著影響。(二)職業棒球體驗感受中,感官及情感模組的影響力較大。(三)消費者的行為意圖中,推薦他人來觀賞的影響力較大。 |
英文摘要 | The purposes of this research aimed to analyze the relationships among the experience and behavioral intentions of professional baseball. Using employed questionnaire method to survey professional baseball consumer , 350 self-administed questionnaires were distributed, and resulted in 320 valid responses. The date was analyzed by descriptive statistics, factor analysis, t-test and Regression analysis. The result of study is found: First, the consumer experience had an obvious influence on the behavioral intentions ; Second, the sense and feel was the most significant factor in influencing the experience ; Third, the recommend others was the most significant factor in influencing the behavioral intentions. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。