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題名 | Segmenting Potential Market of Recreational Disc Golf by Beliefs and Participation Intention: A Case of College Students=以信念與參與意圖區隔飛盤高爾夫之潛在市場--以大學生為例 |
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作者 | 朴聖姬; 謝奇明; Park, Sung-hee; Hsieh, Chi-ming; |
期刊 | 澳門科技大學學報 |
出版日期 | 20131200 |
卷期 | 7:2 2013.12[民102.12] |
頁次 | 頁103-112 |
分類號 | 993.5 |
語文 | eng |
關鍵詞 | 區隔; 飛盤高爾夫; 潛在市場; 信念; 自動互助檢視法; Segmentation; Disc golf; Potential market; Beliefs; CHAID; |
中文摘要 | 本研究旨在藉由卡方自動交互效應(CHAID)分析大學生的信念與參與意圖,以檢視飛盤高爾夫活動之潛在市場區隔。抽樣上選擇以非機率便利抽樣法調查在校大學生以蒐集資料。並以回收之457份有效樣本為基礎進而以CHAID發展決策樹。研究結果顯示大學生進行飛盤高爾夫的參與意圖主要有三個關鍵因子乃依據他們的信念而來(1.樂趣/趣味性的活動、2.活動及涉藥物使用、3. 活動涉及到自我挑戰、自我突破、與成就感等機會),此外,本研究亦辨識出四個不同的市場區隔,其區隔源於不同層次之飛盤高爾夫參與意圖,最後並使用多因子與單因子變異數分析以檢視不同區隔之顯著差異。依據上述分析結果做成具體建議以供未來相關研究進行之基礎。 |
英文摘要 | The purpose of this study is to examine potential market segments of disc golf between beliefs and participation intention among college students by employing a CHAID analysis. Data were collected through non-probability in-class convenience sampling approach. A sub-sample of 457 respondents was used to develop a decision tree in the Exhaustive CHAID. The results indicated that three key predictors of participation intention to disc golf according to their beliefs (fun/ enjoyable activity, an activity that involves drug use, and an activity that involves opportunities for challenge/self-improvement/ achievement) and identified four mutually exclusive segments which had different levels of intend to participate in disc golf. MANOVA and one-way ANOVAs were conducted to examine significant differences among segments. Suggestions are made based on findings from the study. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。