- 期刊
從理性行為探討台中地區之保齡球館顧客消費模式
Bowling Consumer Behavior on Theory of Reasoned Action in Taichung
摘要
保齡球運動曾經在臺灣風靡一時，但由於國際賽會成就不如以往，再加上總體經濟不景氣，近來臺灣民眾消費保齡球的意願已大幅降低，而此一現象甚至造成許多保齡球館經營不善且相繼倒閉。本研究為進一步瞭解臺灣民眾的保齡球消費意圖，並協助保齡球相關經營業者擬定有效行銷策略，因此企圖以Ajzen and Fishbein（1980）所提出的「理性行為理論」做為研究架構，並依循理論深入討論可能影響消費行為意圖的因素，檢定該理論的充分性假設。本研究以台中地區十家保齡球館的消費者為主要研究對象，利用分層抽樣方式回收527份問卷後，再運用「描述性統計」、「t檢定」、「單因子變異數」以及「迴歸分析」等統計方法予以分析。研究結果發現，在充分性假設不成立下，本研究建議除行為「態度」及「主觀規範」因素之外，後續研究建議可擴大探討其他可能影響保齡球消費行為意圖之變數。
並列摘要
Bowling was once a popular recreational sport. However, due to increasing difficulty in winning in internationals and economic recession, the sports population of participating in bowling declined. Many bowling alleys went out of business because of not running well. Therefore, understanding consumers' intentions and providing some suggestions of marketing strategy to the managers of bowling alleys, the purpose of this research was to use the model of the theory of reasoned action as a frame, trying to construct the model of consumers' behavioral intentions of bowling alleys, and seeing how three variables, attitude toward the behavior, subjective norm, and behavioral intention affected consumers' behavioral intentions of bowling alleys. Stratified sampling was used and 527 questionnaires were provided in Taichung. The mean, standard deviation, t-test, one-way ANOVA and regression were used to test and analyze the hypotheses. The results of the empirical tests reject the sufficiency assumption of the theory of reasoned action. Excluding attitude toward the behavior and subjective norm, the study suggests many other factors would influence the bowling consumer behavior for further researches.