台中地區室內游泳池消費者體驗價值之研究

A Study of Consumers' Experiential Value at Indoor Swimming Pool in Taichung

簡彩完(Tsai-Wan Chien) ； 李世昌(Shish-Chang Lee) ； 黃長發(Chang-Fa Huang)

《生物與休閒事業研究》 5卷1期 (2007/06) Pp. 104-115

https://doi.org/10.30133/BLIR.200706.0008

摘要

本研究主要目的，在探討台中地區室內游泳池消費者體驗價值的感受情況。採用問卷調查法，研究工具為「室內游泳池消費者體驗價值量表」做問卷調查，共計發出問卷750份，回收726份，有效問卷608份，有效問卷率達81.1%。構面分別命名為「趣味性」、「服務優越性」、「投資報酬」與「美感」等四因素。分別運用因素分析、獨立樣本t檢定、多變量分析與相關分析等統計方法，進行資料統計處理，獲得下列結果：一、人口統計變項方面以男性、未婚、21至30歲、大專院校學歷、月收入20,001-40,000元所佔比率最高。二、性別與婚姻在室內游泳池消費者體驗價值均達顯著差異。教育程度、月收入與游泳池類別在室內游泳池消費者體驗價值均達顯著交互作用。三、室內游泳池消費者體驗價值各因素均達顯著正相關，以「投資報酬」與「趣味性」的關係最為密切。本研究結果可以提供台中地區室內游泳池業者經營管理與策略之參考。

關鍵字

室內游泳池 ； 體驗價值

並列摘要

This study examined consumers' experiential values at indoor swimming pools in Taichung. Based on the experiential values theories of Mathwick, Malhotra, and Rigdon (2001). 750 subjects fill out the questionnaires, retrieve 726,608 shares of effective questionnaire, and the effective questionnaire rate is up to 81.1%. Actors of experiential values are ”playfulness”, ”service excellence”, ”consumer return on investment”, and ”aesthetics”. The data was analyzed by factor analysis, independence t-text, and MANVA. The data was showed: 1. The results indicate that the majority of consumers are single males among the ages from 21 to 30, with Bachelor Degree, and receive $20,001-$40,000 as salary per month. 2. Gender and marital status have significant differences in factors of experiential values, education background, monthly income and category of swimming pools had significant interactions with factors of experiential values. 3. The outcomes in correlation analysis are shown in each factor of experiential values which have positive relationship with the other, of which ”consumers return on investment” has the closest relationship with ”playfulness” in factors of experiential values. This study findings provided swimming pool and management at indoor in Taichung

並列關鍵字

Indoor Swimming Pool ； and Experiential Value