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題名 | 羽球場館消費者參與動機與參與行為之研究=A Study of Badminton Participants' Motivation and Participant's Behavior of Badminton Court |
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作者 | 李政道; | 書刊名 | 成大體育 |
卷期 | 39:1=48 民95.01 |
頁次 | 頁28-43 |
分類號 | 496.34 |
關鍵詞 | 羽球館; 參與動機; 參與行為; Badminton court; Participant motivation; Participant behavior; |
語文 | 中文(Chinese) |
中文摘要 | 本研究目的在於暸解南投與嘉義地區羽球場館消費者之參與動機與參與行為,以問卷調查法為資料蒐集工具,研究對象以南投與嘉義地區羽球場館消費者為母群體,研究樣本採方便取樣,所得資料以描述統計、因素分析、卡方檢驗分析等統計考驗。研究結果如下:一、參與動機之前五個順序為:1.獲得他人尊重;2.使我能夠放鬆心情;3.擴展自己的興趣;4.向他人表露自己想法、感情與技能;5.為保持健美身材。二、在參與行為部分:1.每週打球次數以二~三次者的比例最高;2.以固定同一家球館打球的比例較高;3.打球時段以晚上17:01 至21:00者比例最多;4.以擁有會員卡的比例較高一些;5.運動夥伴以朋友比例最高;三、不同消費族群與參與行為部分:24.758%是屬於低度使用者;43.133%是屬於中度使用者;32.108%是屬於重度使用者。四、參與行為與不同消費族群,僅有「是否於固定一家羽球館練習」,無顯著差異,其餘不同消費族群與參與行為均達到顯著差異。建議羽球館經營者,可藉由本研究結果作為在規劃或制定行銷策略時的參考,利用招募會員或降低價格的方式,來吸引更多消費者,以期行銷策略能為最符合消費者之需求,連到消費者滿意,經營者創造出最大利潤之雙贏結果。 |
英文摘要 | The purpose of this study was to examine of badminton participant's motivation and participant's behavior of badminton court. The subjects of the study were from Nantou and Chiayi regions. After data collection, descriptive, factor analysis and chi-square test were utilized to analyze the data. The results were as follows: l. The top five consumers's satisfied factors: (a) get others to respect; (b) enable me to relax mood; (c) expand one's own interest; (d) show one's own idea, the emotion and technical ability to others; (e) keep the callisthenic body. The top five consumers' participating behavior factors: (a) the highest with 2-3 times person's proportion to play the number of times of every week; (b) stable at the same court; (c) period of 21 :00 with 17:01 p.m; (d) the lowest of proportion of own membership card; (e) the highest of proportion of sport-mate as friend. 3. Different ethnic group of consumer and participation behavior part: 24.758% light users; 43.133% middle users; 32.108% heavy users. 4. Participant behavior and ethnic group of consumer has no significant different in stable on the same badminton court, the other different ethnic group consumer and participant behavior were significant. The recommend badminton courts operate regards this result of study to refer in planning or marketing tactics. Utilize the way to recruit members or reducing the price, to attract more consumers. Expect that the marketing tactics can reach consumers satisfied in order to accord with consumer's demand most; the manager creates• the win-win result of the largest profit. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。