台南市水都水療世界會員滿意度與購後行為之研究

A Study of the Relationship between Satisfaction and Post-Shopping Behavior for the "Water City" Members in Tainan

陳德海(Te-Hai Chen) ； 汪明傑(Ming-Chieh Wang) ； 王漢忠(Han-Chung Wang)

《大專體育學刊》 7卷2期 (2005/06) Pp. 37-45

https://doi.org/10.5297/ser.200506_7(2).0003

摘要

本研究目的在探討台南市水都水療世界會員之滿意度與購後行為，並探究會員滿意度與其購後行為之關係。本研究以自編問卷「台南市水都水療世界會員滿意度與購後行為之研究問卷」為研究工具，採便利抽樣方式，共計發出問卷500份，回收問卷365份，剔除無效問卷137份後，有效問卷計有228份，有效問卷回收率為45%，問卷結果以SPSS統計套裝軟體進行資料分析，獲得以下結論：一、會員對於台南市水都水療世界所提供服務之滿意度屬於中上程度，且對於「硬體設施」之滿意度最高，其次分別為「人員服務」、「交通便利」、「附屬設施」。二、台南市水都水療世界會員之購後行為均屬正面反應。三、「硬體設施」、「人員服務」、「交通便利」等構面對於台南市水都水療世界會員之整體滿意度有正向而顯著的影響，且以「硬體設施」構面對於整體滿意度之影響力最鉅。四、滿意度之四個構面個別對於台南市水都水療世界會員之購後行為的影響並不顯著，只有「整體滿意度」會正向的影響會員之購後行為。

關鍵字

滿意度 ； 購後行為 ； 水都水療世界

並列摘要

The purpose of this study was to explore the relationship between satisfaction and post- shopping behavior for the members of the ”Water City” in Tainan. The research tool was the self-developed questionnaire named ”The satisfaction and post-shopping behavior for the members of ”Water City” in Tainan”. A total of 500 questionnaires were sent out and 365 responses were colleted. There were 228 valid questionnaires in total after deletion of 137 invalid questionnaires. The rate of valid questionnaire is 45%. The SPSS software was applied to analyze the collected data. The findings of this study were as follows. First, the satisfaction of service for members from Tainan ”Water City's” service was moderately high. The ranking of satisfaction from high to low was ”hardware equipment,” ”service,” ”convenience of traffic,” and ”additional equipment.” Second, the post-shopping behavior of members from Tainan ”Water City”showed a positive reaction and over half of the members revealed the willingness of post-shopping behavior. Third, ”hardware-equipment,” ”service,” and ”convenience of traffic” were significant factors that showed positive influences on the members' full satisfaction degree towards Tainan ”Water City” members. Fourth, this study also showed that all the above four factors did not have much influence on post-shopping behavior. But, only the degree of full satisfaction showed the positive influence for members' post-shopping behavior.

並列關鍵字

satisfaction ； post-shopping behavior ； "Water City" in Tainan

參考文獻

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