臺中市國民運動中心顧客體驗行銷量表編制之研究

Research on the Customer Experience Marketing Scale of Taichung Civil Sports Center

陳毅芳(Yi-Fang Chen) ； 鄭桂玫(Kuei-Wei Cheng)

《運動與觀光研究》 7卷2期 (2018/12) Pp. 24-34

https://doi.org/10.6198/Sports.201812_7(2).0003

摘要

本研究之目的旨在建構臺中市國民運動中心顧客體驗行銷量表之編制，以提供相關領域研究者參考並提出使用建議。研究方法首先進行文獻探討並修編葉美玲(2006)體驗行銷量表來進行發放，再以驗證性因素分析對該量表進行收斂效度與區別效度之驗證及檢定。本研究採用問卷調查法，以立意抽樣方式來發放問卷，研究對象為年滿18歲並於運動中心之使用民眾，共發放280份正式問卷。剔除無效問卷後，得有效問卷250份，有效問卷率為89.2%。研究結果顯示，本量表具良好收斂效度與區別效度，因此，本研究之國民運動中心顧客體驗行銷量表為一具有「感官策略」、「行動策略」、「關聯策略」、「思考策略」與「情感策略」等五個構面二階多因子之模式量表。

關鍵字

體驗行銷 ； 國民運動中心 ； 收斂效度 ； 區別效度

並列摘要

The research aims to identify the customer experience marketing scale of Taichung Civil Sports Center, which will provide reference and suggestions for other related studies. First, based on the literature review, Yeh (2006) Experience Marketing Scale is formulated and distributed. Then, with the aid of confirmatory factor analysis, the inspection on convergence validity and differential validity of the scale is conducted. For this research, a questionnaire survey was conducted. The customers of Taichung Civil Sports Center, who were 18+ years old, were randomly selected. A total of 280 formal questionnaires were distributed. After the invalid questionnaires were eliminated, 250 valid questionnaires were obtained, with the valid rate of 89.2%. The results show that this scale is conducive to both convergence validity and discriminant validity. Therefore, in this research - Customer Experience Marketing Scale of Civil Sports Center, the scale serves as a dual-order multi-factor model characterized with five dimensions, including sensory strategy, action strategy, correlation strategy, thinking strategy, and emotion strategy.

並列關鍵字

Experience marketing ； Civil Sports Center ； convergence validity ； discriminant validity