運動中心使用者休閒涉入與服務品質認知關連組集模式之研究－基於典型相關分析技術

因民眾運動休閒意識逐漸抬頭，臺北市政府也在各行政區設置運動中心，以滿足民眾運動休閒的需求。探討運動中心使用者運動休閒涉入與服務品質認知之間兩者關連模式，對運動中心管理自有其重要性。本研究以運動中心使用者431人為研究對象，使用問卷工具，利用典型相關分析技術，探討其運動休閒涉入與服務品質認知關連組集模式。結果發現：一、運動中心使用者以男性、未婚、大專教育程度、月收入20,000元（含）以下、一周平均使用一次、一周平均運動三次為主要特徵。二、運動休閒涉入平均值較高為「展現生活態度」、「設備有吸引力」、「感到心情愉快」。平均值較低為「討論活動訊息」、「許多朋友使用」、「展現自己能力」。三、服務品質認知平均值較高為「營造氣氛很好」、「很好現代設備」、「人員穿著整潔」。服務品質認知平均值較低為「知道顧客需求」、「人員服務主動」、「提供顧客關懷」。四、運動休閒涉入和服務品質認知關連組集模式中，第1對關連組集解釋變異量0.393最高，重疊量數分別是0.141和0.142。第1對關連組集主要是透過運動休閒涉入的「場地吸引力與自我展現典型變項」而與服務品質認知的「營造氣氛與熱誠關懷典型變項」有中高度關連。

關鍵字

運動中心；運動休閒涉入；服務品質認知；關連組集模式；典型相關分析

並列摘要

People's awareness of sports and recreation are rising in recent years. The Taipei City Government had been set up sports centers on each administrative district in order to satisfy the people's needs of sports and recreation. Hence, it is surely important to the sports centers for studying this thesis. This research validly surveyed 431 users of sports centers by questionnaire. And then, in use of canonical correlation analysis technology, the research probed the associate model with sets of groups between the involvement in sports and recreation and the acknowledgement of service quality. The major findings were illustrated as follows: 1. the main characteristics of the users of sports centers are male, unmarried, college education, below NTD 20,000 in monthly income, once a week in average for using the center, three times a week in average for sports. 2. The items of higher average score of the involvement in sports and recreation are ”showing the attitude of life,” ”the equipments attractiveness,” and ”the feeling of happiness.” The items of lower average score are ”discussion of activity information,” ”application for many friends” and ”exhibition of their ability.” 3. The items of higher average score of the acknowledgement of service quality are ”creating a good mood,” ”supplying good, modern equipments,” and ”the service personnel wearing clean.” The items of lower average score are ”to understand the customers' needs,” ”to serve initiatively,” and ”to show concern to customers.” Under the associate model with sets of groups, the variation 0.393 of the first pair of the sets is the highest explainable with which the quantity of overlap (index of redundancy) is o.141 and 0.142. It took advantage of ”the canonical variables of the equipments attractiveness and the exhibition of their ability” of the involvement in sports and recreation showed middle or highly relative to ”the canonical variable of creating a good mood and warmly concern” of the acknowledgement of service quality.