臺北市運動中心會員人格特質和運動持續性參與之研究－以大安區運動中心為例

本研究旨在探討臺北市運動中心會員人格特質和運動持續性參與之關聯性，以臺北市大安區運動中心的會員為主要研究範圍與對象，共計發出300份問卷，經刪除份無效問卷32份後實得有效問卷268份，問卷有效回收率為89.33%，整體的因素Crobanch's α值均在.70以上，顯示均達理想標準。研究結果發現，有效的樣本中，以男性176人佔最多數、年齡以31-40歲群體120人為主、教育程度最多為大學（專）116人、婚姻狀況則以未婚151人為最多，在職業上則以軍公教88人（32.8%）最多、收入上以40,001-55,000元118人（44.0%）為最多；而在會員人格特質上顯示，外向性及親和性為會員最主要的心理指標，且在五大指標中均能正向預測運動持續性參與的行為，故提出對運動中心和運動消費者的相關具體建議。

關鍵字

運動管理；運動行銷；運動消費；健身運動；人格特質

並列摘要

This study aimed to investigate the association between Taipei City sports center members' personality traits and their continuing sports involvement. With members of Daan District Sports Center in Taipei City as the research scope and participants, a total of 300 questionnaire copies were distributed. After eliminating 32 invalid copies, 268 valid copies were obtained, with an effective retrieval rate of 89.33%. Overall, the Crobanch's α values all exceeded .70, thus indicating the ideal standard. Findings show that of all valid samples, males comprised the majority, accounting for 176 people; most samples belonged to the age group of 31 - 40 years old, accounting for 120 people; as for education level, most of them belonged to the university (college) group, accounting for 116 people; concerning martial status, single people comprised the majority, accounting for 151 people; as to occupation, the military, public and teaching personnel category comprised the majority (32.8%) ; the income group of $40,001-$55,000 comprised the majority, accounting for 118 people (44%). The members' personality traits can positively predict the continuing sports involvement behavior. Hence, related specific recommendations intended for the sports center and sports consumers were put forth.