本研究目的欲探討參與馬術運動者之自我形象一致性的消費行為。具體而言,本研究問題包含(一)參與馬術運動者的自我形象一致性能正向影響滿意度/體驗。(二)參與馬術運動者的體驗能正向影響滿意度/行為意圖。(三)參與馬術運動者的滿意度能正向影響行為意圖。研究方法係於臺灣北部與南部馬場內採便利抽樣方式進行問卷施測,共發出100份,有效問卷94份,有效回收率為94%,其中男性占33.3%,女性占66.7%,而年齡方面,20歲以下占33.7%,21~30歲占36.2%,31~40占歲12.8%,高於41歲者共占16.5%。本研究以SPSS統計軟體進行資料處理,包含描述性統計、項目分析、迴歸分析等。本研究工具具有良好之效度與信度。本研究結果為:(一)參與馬術運動者的自我形象一致性因子能夠正向影響滿意度與體驗。(二)參與馬術運動者的體驗因子能正向影響滿意度與行為意圖。(三)參與馬術運動者的滿意度因子不能有效預測行為意圖。(四)參與馬術運動者的自我形象一致性高時,可獲得較佳體驗,進而正向影響行為意圖。本研究發現除了結果三與過去研究不同外,其它部分皆與過去研究相符。本研究認為相較於滿意度而言,預測馬術運動的行為意圖時,其體驗因素或應有其他因素能更有效預測行為意圖。
Purposes: The study was to predict the self-congruity in consumer behavior by equestrian activities. More specifically, the research questions in the study included: (1) whether the self-congruity positively predict satisfaction; (2) whether the self-congruity positively predict experience; (3) whether the experience positively predict satisfaction; (4) whether the experience positively predict behavior intention; (5) whether the satisfaction positively predict behavior intention. Method: Subjects were recruited from Taipei equestrian club and Kaohsiung equestrian club using convenience sampling. A total of 100 questionnaires were distributed and 94 valid ones were collected with a response rate of 94%. 33.7% under 20, 36.2% between 21-30, 12.8% between 31-40, 16.5% over 41 years of age participated in the study, 33.3% were males and 66.7% were females. SPSS was utilized for data analysis. Statistical methods included descriptive statistics, item analysis, and regression analysis. Satisfactory evidence for validity and reliability was revealed. Conclusions: (1) Self-congruity positively predicted satisfaction and experience; (2) Experience positively predicted satisfaction and behavior intention; (3) Satisfaction can not positively predicted behavior intention; (4) Self-congruity positively predicted behavior intention by experience. Most of the findings were consistent with previous literature in this respect except conclusions third. Compared Satisfaction, experience and other factors may positively predicted behavior intention.