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題 名 | 臺灣地區民眾體能活動市場區隔參與動機及其參與行為之研究=Study on the Market Segmentation of Physical Activities for People in Taiwan Region--Participation Motivation and Participation Behaviors |
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作 者 | 賴森林; 吳兆欣; | 書刊名 | 大仁學報 |
卷 期 | 17 1999.05[民88.05] |
頁 次 | 頁489-508 |
分類號 | 993.13 |
關鍵詞 | 體能活動; 市場區隔; 生活型態; 動機; 參與行為; Physical activities; Market segmentation; Life styles; Motivation; Participation behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨建主臺灣地區民眾體能活動市場區隔,探討各區隔集群在體能活動生活型態、參與動機、參與行為及人口統計變數上的分布情形,並進一步比較人口統計變數分群在各體能活動參與行為上的差異。本研究以臺灣地區十八歲以上之民眾為對象,採分層系統抽樣方式,進行問卷調查,計回收有效問卷557份。所蒐集到的資料經統計分析後,得到以下結論:體能活動生型態可以區分為「運動觀賞者」、「早期使用者」、「不熱心公益」、「避免刺激」、「追求親和「、「重視親友」、「參與避免」與「戶外活動」八個因素。體能活動參與動機可以區分為「自我挑戰」、「健康取向」、「放鬆避免」、「自尊與知性」、「關係取向」與「成就避免」六個因素。臺灣地區民眾共可區隔為「親友同樂型」、「消極參與型」、「積極參與型」三個體能活動參與群。一般民眾最善歡從事的體能活動以「登山、健行」居多,平時最常從事以「散步、慢跑」為主,週末及假日時大都從事「登山、健行「活動;次數以「每週一至三次」居多;每次活」動時間分布在30分鐘至不滿一小時之間。在假設驗證部份得到以下結果: (一)、各集群在體能活動生活型態的差異分析結果在八個因素構面上,均達顯著差異。 (二)、各集群在體能活動與動機的的差異分析結果,三個集群在「健康取向」、「放鬆避免」、「關係取向」上達顯著差異,在「自我挑戰」、「自尊與知性」及「成就避免」上,未達顯著差異。 (三)、各集群在體能活動參與行為的差異分析結果,在五個參與行為變數上均達顯著差異。 (四)、各集群在人口統計變數上的差異分析結果,除「性別」變數未達顯著差異外,其餘均達顯著差異。 (五)、不同人口統計變數分群在體能活動參與行為的差異分析結果,除不同婚姻狀況群在「平時最常從事之體能活動」、「體能活動時數」,及不同居住環境群在「體能活動頻數」上未達顯著差異外;其餘各自變數依變數的差異分析, 均達顯著差異。 |
英文摘要 | This study was aimed at conducting market segmentation of physical activities for people in Taiwan region in the hope to study the variation of life styles, participation motivation, participation behaviors, and demographic statistics of physical activities by different groups, and compare the differences in participation behaviors by different demographic groups. People over eighteen years old in Taiwan was taken as subjects in this study. Stratified systematic sampling was adopted for conducting surveys in this study. A total number of 557 valid questionnaires were returned. After the collected hata were analyzed statistically, it was found that eight life styles for physical activities such as "sport viewers", "early users","unenthusiastic about promoting social welfare", "stimulation avoidance", "affinity seeking", "consideration for family and friends", "participation avoidance", and " outdoor activities" could be differentiated in this study. Participation motivation could be differentiated into six factors such as " challenging to one's self","health orientation", "relaxation avoidance", "self esteem and intellect", "relationship orientation", and"achievement avoidance". People in Taiwan region could be segmented into three physical activities participation groups such as "family and friends' sharing group","pessimistic participation group",and"active participation group". People generally liked to engage in "hiking"the most. People engaged in "strolling and jogging" most frequently in mormal times whereas people engaged in "hiking "most frequently in the weekends and holidays. The frequency of these activities was mostly "once to three times per week". Every activity lasted between thirty minutes and less than one hour. The results obtained from hypothesis testing were as follows: (1)Eight life styles for physical activities were statistically different for different groups. (2)From the dirrerential analysis of participation motivation by different groups, it was found that three groups were significantly different in "health orientation", "relaxation avoidance", and "relationship orientation", but were not significantly different in "challenging to one's self","self esteem and intellect", and "achievement avoidance". (3)From the dirrerential analysis of participation behaviors by different groups, it was found that five participation behaviors were significantly different. (4)From the analysis of demographic statistics of different groups, it was found that all demographic statistics were statistically different except sex. (5)From the analysis of participation behaviors by different demographic groups, it was found that all independent and dependent variables were statistically different with the exception of two factors such as "physical activities most frequently engaged in normal times" and "number of hours for participating in physical activities" by different marital status groups and the factor such as "frequency of physical activities" by different living environment groups. |
本系統中英文摘要資訊取自各篇刊載內容。