查詢結果分析
來源資料
頁籤選單縮合
題 名 | 臺北市行政區運動中心消費者行為之研究=The Purpose of this Study was to Examine the Demographic Variants, Participating Behavior, and Satisfaction of Consumers Visiting Two Taipei City Sports Centers |
---|---|
作 者 | 莊國上; 莊政典; 宋靜宜; | 書刊名 | 高應科大體育 |
卷 期 | 7 2008.10[民97.10] |
頁 次 | 頁84-99 |
分類號 | 528.92 |
關鍵詞 | 消費者行為; 運動中心; Consumer behavior; Sports center; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要探討台北市行政區運動中心消費者在人口統計變項、消費者行為及中正區 與萬華區運動中心參與行為、參與動機及顧客滿意度之差異情形。本研究以台北市行政區 運動中心769 位消費者為研究對象,並利用自編之「台北市行政區運動中心消費者行為之 研究調查問卷」為研究工具來進行問卷調查。最後根據實際調查所得資料,以描述性統計、 單因子變異數分析、獨立樣本t 檢定,進行資料分析,得到以下結論: 1. 台北市行政區運動中心消費者以女性(58.3%)、21-30 歲(48.7%)、大專/大 學(62.3%)、學生(31.4%)、未婚(67.8%)、20,000 元以下(35.5%)及萬華區(29.6%)為最 多;資訊來源主要是「親友同事 (學)」(64.4%);考量因素主要為「離家(公司)近」(56.2%); 參與行為以下午03:01-06:00(23.3%)的時段、二小時的活動時間(45.6%)、每週一次 的頻率(32.5%)、二人的前往人數(佔34.5%)及週日或例假日的使用時間為最多 (35.2%);參與動機以「健康需求」為最高;顧客滿意度以「內外部整體感覺」為最高。 2. 台北市行政區運動中心消費者的不同人口統計變項(姓別、年齡、教育程度、 職業、婚姻、平均月收入、居住地區)在參與動機、參與行為及顧客滿意度上有顯著差 異。 3. 不同運動中心的台北市行政區運動中心消費者在人口統計變項上有顯著差異。 4. 不同運動中心的台北市行政區消費者在參與動機、參與行為上有顯著差 5. 不同參與行為與參與動機上達顯著差異, 其中消費頻率為每 4 週不到一次的消費者整 體參與動機最低,而其他參與動機上又以活動時間為一小時內的消費者有較低的「知性 需求」及「社會需求」等動機。 6. 不同參與行為與顧客滿意度上達顯著差異,其中使用時段為上午09:01-12:00的消費者 對於「服務人員態度」及「硬體設施」上有較高的滿意程度,但消費頻率為每四週一次 的消費者對於「服務人員態度」及「硬體設施」上滿意程度最低。 |
英文摘要 | The subjects were 769 consumers of the Sports Center. Questionnaire of consumer behavior at Taipei City Sports Center developed by the author was used as the tool for carrying out the survey. Descriptive statistics, one-way ANOVA, independent-samples t-test, Chi-square test of independence, and cross tabulation of multiple response were applied to the data derived from the survey. The conclusions were: 1. The consumers at Taipei Citizen Sports Center were mostly female (58.3%); unmarried (67.8%); concentrated in the age bracket of 21-30 (48.7%); with college or university degree (62.3%); the primary occupation claim was student (31.4%); personal average monthly income was mostly below NT$20,000 (35.5%); friend/colleague was mainly their informants. “Near home or office” was the main consideration (56.2%) to visit the Sports Center; 3p.m. to 6 p.m. was the most popular period of a day (28.81%); average exercise time was about 2 hours 45.6%); the frequency was generally once a week (32.5%); most consumers were accompanied with one person 34.5%) and visited the Sports Center at weekends or holidays (35.2%). The main reason for consumers to visit the Sports Center was health concern. “Aggregate Feeling” received the highest rating in consumer satisfaction. 2. Demographic variants showed significant variance in participation motives, participating behavior, and the level of consumer satisfaction. 3. Demographic variants of consumers at Bei-Tou and Zhong-Shan Sports Center were significantly different. 4. Consumers at Bei-Tou and Zhong-Shan Sports Center were significantly different on participation motives and participating behavior.5. Participating behavior was significantly different on participation motives and the level of consumer satisfaction. 6.The different consumer’s behavior and satisfaction have more variants, the consumers have more satisfaction in the staff attitude and armamentarium at 09:01-12:00 each day. But in once a month, consumers have lower variants in the staff attitude and armamentarium. |
本系統中英文摘要資訊取自各篇刊載內容。