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題名 | 臺灣中部地區羽球館顧客行為意圖模式之研究=A Study on Customer Behavioral Intention at Badminton Gym of Central Area of Taiwan |
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作者 | 陳建廷; 賴佳玟; 曾明郎; Chen, Chien-ting; Lai, Chia-wen; Tseng, Ming-lang; |
期刊 | 運動休閒管理學報 |
出版日期 | 20110600 |
卷期 | 8:1 2011.06[民100.06] |
頁次 | 頁228-242 |
分類號 | 528.953 |
語文 | chi |
關鍵詞 | 羽球; 顧客; 計畫行為理論; Badminton; Customer; Theory of planned behavior; |
中文摘要 | 本研究目的旨在驗證羽球館顧客的行為意圖模式,以中部地區羽球館顧客為研究對象進行羽球館顧客行為意圖問卷調查,共有效回收454份問卷,以結構方程式模式分析法進行資料分析。研究結果顯示:羽球館顧客在態度上會對意圖有達到正面影響效果,而主觀規範、知覺行為控制則對意圖都未達到影響效果。本研究也提供一些建議給未來研究參考。 |
英文摘要 | The purpose of this study was to confirm the fit of badminton gym’s behavioral intention. This study takes the central area badminton gym customer in Taiwan as the research participants to do the questionnaire survey of customer behavioral intention at badminton gym, 454 valid questionnaires were collected and used structural equation modeling to analyze the data. The results indicate that: The badminton gym in the attitude of customers will achieve the intended positive effects, but subjective norm, perceived behavioral control did not reach the intended impact on the results. The paper also offered suggestions for future researchers. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。