台北市中山區及北投區市民運動中心消費者行爲之差異研究

The Analysis of Consumer Behaviors at Zhong-Shan and Bei-Tou Sports Center in Taipei

艾建宏(Chien-Hung Ai) ； 蔡亨(Heng Tsai) ； 蘇忠信(Chung-Hsin Su)

《運動知識學報》 4期 (2007/06) Pp. 69-79

https://doi.org/10.29596/BGYY.200706.0006

摘要

The purpose of this study was to examine the demographic variants and behaviors of consumers who visiting Zhong-Shan and Bei. Tou City Sports Center in Taipei. The subjects were 833 consumers of the sports centers. Questionnaires of consumer behavior at Taipei City Sports Center developed by the author was used as the tool for carrying out the survey. Independent-samples t-test, Chi-square test of independence, and cross tabulation of multiple responses were applied to the data derived from the survey. The conclusions were as follows: (1) Demographic variants of consumers at these two sports centers were significantly different (p＜.05) in age, education, occupation, marriage status, monthly income level and residential location. (2) Consumers at these two sports centers were significantly different (p＜.05) in participation motives and participating behavior, but not significantly different (p＜.05) in the level of satisfaction. (3) For the consumers at both sports centers, friend/colleague was mainly their informants; the main consideration to visit the sports center was ”Price is low” for consumers at Zhong-Shan Sports Center and ”Near home or office” for those at Bei-Tou Sports Center.

關鍵字

台北市民運動中心 ； 消費者行爲 ； 人口統計變項

並列摘要

The purpose of this study was to examine the demographic variants and behaviors of consumers who visiting Zhong-Shan and Bei. Tou City Sports Center in Taipei. The subjects were 833 consumers of the sports centers. Questionnaires of consumer behavior at Taipei City Sports Center developed by the author was used as the tool for carrying out the survey. Independent-samples t-test, Chi-square test of independence, and cross tabulation of multiple responses were applied to the data derived from the survey. The conclusions were as follows: (1) Demographic variants of consumers at these two sports centers were significantly different (p＜.05) in age, education, occupation, marriage status, monthly income level and residential location. (2) Consumers at these two sports centers were significantly different (p＜.05) in participation motives and participating behavior, but not significantly different (p＜.05) in the level of satisfaction. (3) For the consumers at both sports centers, friend/colleague was mainly their informants; the main consideration to visit the sports center was ”Price is low” for consumers at Zhong-Shan Sports Center and ”Near home or office” for those at Bei-Tou Sports Center.

並列關鍵字

Taipei City Sports Center ； consumer behavior ； demographic variants