台南地區水療活動消費者動機、體驗與市場區隔之研究

本研究主要目的在探討消費者參與水療活動動機，進而利用動機因素進行市場區隔，並探討不同區隔市場消費者體驗之特性差異，作爲瞭解水療活動市場及研提相關經營管理之改善建議。研究範圍與對象爲台南地區六家水療館，於民國九十二年十一月至十二月間針對各水療館之消費者採便利抽樣方式進行問卷調查，共發出400份問卷回收有效問卷276份，本研究主要結果爲：(1)針對參與動機問項進行因素分析，共萃取出三個動機因素，並根據所包含之問項特性分別命名爲「健康品質」動機、「休閒社交」動機，「服務便利」動機等。(2)依動機因素爲市場區隔之基礎，利用集群分析將消費者分爲三大區隔市場，分別命名爲「保健養生型」、「綜合功能型」、「服務特性型」等。(3)整體而言，受訪者對水療活動體驗之服務尚屬滿意，三大市場區隔對水療設施之滿意度及購後意圖呈現差異現象。其中「保健養生型」均高於其他兩型消費者。此外，亦根據研究結果研提相關經營管理建議供參考。

關鍵字

水療；參與動機；體驗；市場區隔

並列摘要

This study mainly aims to investigate the participating motivation of Kurhaus consumers, and furthermore to segment the market based on the motivation factors. The characteristics of the segmented markets are analyzed. 6 Kurhauses located in Tainan area were selected for implementing the questionnaire of the study. By convenient sampling method, 276 useable samples were obtained from a total number of 420 interviewed respondents from November to December in 2003. The main findings of the study are: (1) three motivation factors emerged as ‘health quality', 'leisure-social' and 'convenient service' via factor analysis; (2) three segmented markets were identified as 'health conscious', 'multi-functional' and 'service-specific' via cluster analysis; and (3) the respondents basically rated the overall experience of kurhaus as satisfactory. For segment-specific comparison, the 'health conscious' segment shows higher satisfaction and post-purchase behavioral intention than the other two. Some managerial implications and recommendations are also provided in the study.