大專院校體育課程行銷對學習滿意度之影響成效

The Effects of Physical Education Marketing Strategies and Learning Satisfaction Amongst College Students

陳信中(Hsin-Chung Chen) ； 康正男(Cheng-Nan Kang) ； 胡林煥(Lin-Huan Hu)

《臺大體育學報》 24輯 (2013/03) Pp. 1-15

https://doi.org/10.6569/NTUJPE.201303_(24).0001

摘要

本研究旨在建構體育課行銷策略量表之信度與效度，及探討學校體育課行銷策略對學習滿意度之影響效果。以422位北部科技校院學生為研究對象，採用立意抽樣方式進行問卷調查，將所得之有效資料透過Lisrel8.51和SPSS17.0，經描述統計、驗證性因素分析、結構方程模式，檢驗體育課行銷策略量表之信效度，與體育課行銷策略對學習滿意度模式之適配度。結果顯示：一、體育課行銷策略包含4個穩定的潛在變項，包含「產品策略」、「價格策略」、「通路策略」及「推廣策略」等4項策略因素，其理論模式之整體適配度，組成信度、平均變異抽取量、聚合效度及區別效度皆通過考驗。二、體育課行銷策略對學習滿意度之假設模型能與實證資料適配，其影響標準化影響係數為.20，達顯著水準。北部科技校院學生知覺之「體育課行銷策略對學習滿意度」之整體路徑模式，假設模型能與實證資料相適配，整體模式適配度理想。本研究建議，行銷的目的除了吸引學生選修體育課外，更要讓學生感到滿意，學生滿意後才會願意持續與體育課建立關係，因此建議學校體育課的實施應著重於學生學習滿意度以強化學生修習體育課之意願。

關鍵字

驗證性因素分析 ； 結構方程模式 ； 行銷策略 ； 學習滿意度

並列摘要

The purpose of this study was to construct the reliability and validity of the Physical Education (PE) Marketing Strategies questionnaire, and research the perception of PE marketing strategies and learning satisfaction model from northern Taiwan technology colleges' students. The questionnaire was administered by purposive sampling to 422 students. By using Lisrel 8.51 and SPSS 17.0 Package Software, the obtained data was analyzed by descriptive statistic, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The conclusions of the study are as follows: 1.By CFA, northern Taiwan technology colleges' students' perception of the PE Marketing Strategies questionnaire possessed reliability and validity. There are four physical education marketing strategies: product strategy, price strategy, place strategy and promotion strategy. 2. The perception of PE marketing strategies and learning satisfaction model passed the threshold standards and fitted the data, and the path coefficient was .20. The model of the physical education marketing strategies and learning satisfaction fit the goodness-of-fit index. The study suggests that besides recruiting more students to take PE classes, the purpose of marketing is also to satisfy students' needs. Once satisfied, students are willing to select physical education classes again. Therefore, physical education classes should emphasize on students' satisfaction to enforce their willingness to take PE classes in the future.

並列關鍵字

confirmatory factor analyses ； structural equation modeling ； marketing strategies ； learning satisfaction

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