撞球參與者參與動機、撞球場館滿意度與行爲意圖關係之研究

The Relationship among Participation Motivation, Satisfaction, and Behavioral Intention of Billiards Participants

林衢良(Chu-Liang Lin) ； 林淑芬(Shu-Feng Lin)

《輔仁大學體育學刊》 6期 (2007/05) Pp. 70-86

https://doi.org/10.29697/JPE.200705.0006

摘要

民國八十八年撞球場館正名為J8類的「競技及休閒體育場館業」後，撞球場館急遽暴增，如何留住舊有顧客，增加顧客再購意願，已是業者不得不思索的問題。本研究從實證研究的方式，結合行銷的觀念，以瞭解撞球參與者行為意圖為主軸，根據參與動機、撞球場館滿意度與行為意圖間的差異及關連性，運用單因子變異數分析、徑路分析統計方法，進行實證研究。以苗栗市青少年撞球消費者為研究對象，發出問卷計240份，回收有效問卷210份，資料經統計分析後，本研究的主要發現：(l)對於撞球參與家人無意見者在參與動機之「自我實現」構面顯著低於家人不贊成及贊成的受試者。(2)球齡3年以上者在參與動機中「運動體能」、「紓解壓力」、「自我實現」及行為意圖「忠誠口碑」構面顯著高於球齡1年以內者。(3)高度撞球參與組在參與動機中「場地舒適」、「社交活動」、「自我實現」構面顯著高於低度撞球參與組。(4)「運動體能」與「場地舒適」對忠誠口碑的影響，可能經由撞球場館滿意度再間接影響忠誠口碑。(5)撞球場館滿意度對忠誠口碑有正面影響。(6)當撞球場消費便利動機愈高，轉移的意圖也愈高。

關鍵字

撞球 ； 參與動機 ； 撞球場館滿意度 ； 行爲意圖

並列摘要

Since billiard rooms were legally classified into the business category of J8-Agonistic and recreational gymnasium-in 1999, a drastic growth of billiard rooms have been observed. For operators, how to retain old customers and increase the repurchase intention has become an important issue. This empirical study integrated the concept of marketing to investigate the behavioral intention of billiards participants and analyze the difference and relationship among participation motivation, satisfaction with billiard rooms, and behavioral intentions with one-way ANOVA and the path analysis. Adolescent billiard consumers in Miaoli City were selected as the subjects in this research. A total of 240 questionnaires were distributed, and 210 valid responses were collected. Through statistic analyses, the main findings of the research include: (1) In ”self-fulfillment” of participation motivation, respondents whose family had no opinion about billiard participation had significantly lower values than those whose family either agreed or disagreed with billiard participation. (2) In ”physical fitness”, ”pressure relaxation”, and ”self-fulfillment” of participation motivation and ”loyalty and reputation” of behavioral intention, respondents with more than 3 playing years showed significantly higher values than those with 1 or shorter playing year. (3) In ”comfortability of the playing space”, ”social activity”, and ”self-fulfillment” of participation motivation, the high participation group showed significantly higher values than the low participation group. (4) The impact of ”physical fitness” and ”comfortability of the playing space” could indirectly affect loyalty and reputation via satisfaction. (5) Satisfaction with billiard rooms had a positive impact on loyalty and reputation. (6) When respondents had a higher motivation for consumption convenience in billiard rooms, their intention to shift support would also be higher.

並列關鍵字

Billiards ； Participation motivation ； Satisfaction ； Behavioral intention

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