頁籤選單縮合
題 名 | 建構瑜珈運動參與者持續涉入模式之研究=A Study of the Enduring Involvement Model for Yoga Participants |
---|---|
作 者 | 王建興; 古雅誼; 方怡潔; | 書刊名 | 臺東大學體育學報 |
卷 期 | 19 2013.12[民102.12] |
頁 次 | 頁1-16 |
分類號 | 411.711 |
關鍵詞 | 參與動機; 行銷策略; 瑜珈會館; Participation motivation; Marketing strategy; Yoga studio; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在建構瑜珈運動持續參與模式,進而檢驗模式配適度以及參與動機、參與行為、認同感與持續涉入等變項之潛在關係。研究對象為233 名目前正在參與瑜珈運動之學員,以研究者自編之「瑜珈運動參與者持續涉入行為調查問卷」為研究工具,問卷針對現場學員進行發放與回收,資料經結構方程模式分析,結果顯示:(一)瑜珈運動持續涉入模式配適度屬於可接受的模式;(二)參與行為對於認同感具有顯著正向影響;(三)認同感對於持續涉入具有顯著正向影響;(四)參與動機對於認同感具有顯著正向影響;(五)參與動機對於參與行為未具有顯著影響。根據結果,建議瑜珈會館經營者宜優先提升會館的軟硬體設備並提升參與者對於瑜珈運動的參與動機,以強化參與者的認同感。另建議經營者應以提高參與者參與瑜珈運動的頻率為目標,藉由提升參與行為,強化認同感進而影響參與者之持續涉入意圖。 |
英文摘要 | The purposes of this study were three folds: to develop the yoga participants' enduring involvement model, to test the fit of the model, and to examine the latent relationships among participation motivation, participation behavior, identification, and enduring involvement. The participants were 233 members who are currently engaging in yoga. The instrument was the yoga participants' enduring involvement questionnaire developed by the researchers. The questionnaires were disseminated to the participants at the selected yoga studios. Data were analyzed using Structural Equation Modeling. The results revealed that: (1) the hypothesized model fit the data appropriately; (2) participation behavior was found to be positively related to identification; (3) identification was found to be positively related to enduring involvement; (4) participation motivation was found to be positively related to identification; (5) participation motivation was not significantly related to participation behavior. Based on the results, the researchers suggested that yoga studio managers may improve the hardware and software of the studio in order to increase members' participation motivation that will further enhance their identification with yoga. In addition, managers should strive to increase members' participation frequency so as to enhance their yoga identification and ultimately to encourage enduring involvement in yoga. |
本系統中英文摘要資訊取自各篇刊載內容。