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題 名 | 慢跑運動消費者動機與休閒行為之調查研究=A Study of Consumers' Motivation and Behavior in Jogging Participators |
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作 者 | 張廖麗珠; 張孝銘; | 書刊名 | 中州學報 |
卷 期 | 21 民94.06 |
頁 次 | 頁275-285 |
分類號 | 496.34 |
關鍵詞 | 消費者動機; 休閒行為; 慢跑; Consumer motivation; Leisure behavior; Jogging; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究之目的主要在於分析不同慢跑參與頻率者,其在慢跑鞋、運動服上的消費情形以及在消費者動機與休閒行為上之差異情形。研究以每週從事慢跑活動者三次以上者為對象,採問卷調查的方式,共得391份有效問卷。回收有效問卷經統計分析後,本研究有以下的發現:1. 慢跑參與者在購買慢跑鞋/服裝頻率方面,其中以為特殊理由才購買者最多;在購買一雙慢跑鞋的花費方面,其中以每次花費1501~2000元者最多;在購買一套運動服的花費方面,其中以每次花費501~1000元者最多。2. 在一雙運動鞋可接受的價位方面,其中以接受價位在1501~2000元者最多;在一套運動服可接受的價位方面,其中以接受價位在501~1000 元者最多;在最常購買慢跑鞋/服裝的場所方面,其中以運動用品專賣店購買者最多。3. 不同慢跑參與頻率的參與者,在消費者動機上之社交因素、體重管理因素、健康體適能因素、壓力釋放因素有顯著差異存在。4. 不同慢跑參與頻率的參與者,在休閒行為上之持續涉入因素、媒體使用因素、知識因素上有顯著差異存在。根據上述的結果,研究者不僅給予政府與相關體育運動單位之推廣休閒活動的建議,亦給予於體育運動用品相關業者行銷策略規劃上的建議,此外本研究亦提供未來研究者在研究上之參考。 |
英文摘要 | The purpose of this study are aims to analyze the difference participating frequency among jogging participators whose situation of purchasing jogging shoes and sports clothes, as well as the differences on consumers' motivations and leisure behaviors are also investigated. The questionnaires are given to jogging participators, who keep jogging at least 3 times, 391 effective questionnaires are collected. The result of statistics is as the following: a) the number jogging participators who purchasing jogging shoes/sports clothes frequently for some special reasons are much higher. Moreover, most of the people spend NT1501~2000 on a pair of jogging shoes and NT501~1000 on sports clothes each time. b) The most acceptable prices of a pair of jogging shoes and sport clothes are NT1501~2000 and NT501~1000 respectively. c) There is a significant difference of people's motivations such as social, weight management, health fitness, and stress reduction. d) There is also a significant difference of jogging participators' leisure behaviors which are involved with innovativeness, knowledge, media usage, opinion leadership. The results of this study give not only useful suggestions for the government, sports organization, marketing strategic for sports productions and managers, but also provide important reference for future researchers. |
本系統中英文摘要資訊取自各篇刊載內容。