台北市大學生參與休閒運動消費行為之研究

A Study of Consumer Behavior on Recreational Sports Participation of the Undergraduates in Taipei City

梁伊傑(I-Chieh Liang)

指導教授 ： 張少熙

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2000年)

摘要

本研究旨在瞭解台北市大學生參與休閒運動現況、消費行為與生活型態之關係，以台北市大學1137位大學生為研究對象，採用消費行為、生活型態量表與人口統計變項為問卷工具，根據所得資料，以描述統計、因素分析、卡方考驗、單因子變異數分析、斯皮爾曼等級相關、肯得爾等級相關以及雪費爾事後考驗等統計方法進行統計分析，結果發現：
一、台北市大學生在休閒運動現況方面：
（一）台北市大學生實際參與休閒運動前五項依序為：散步、籃球、羽
球、游泳、排球。
（二）台北市大學生較喜愛參與休閒運動前五項依序為：籃球、游泳、散
步、羽球、郊遊。
二、台北市大學生在消費行為現況方面：
（一）台北市大學生在「獲知休閒運動相關資訊來源」、「購買休閒運動
周邊商品消息來源」、「選擇休閒運動參考對象」三項中，「朋友
同學」選項皆高居第一位。
（二）台北市大學生休閒運動消費主要在購買裝備、器材上；場地影響休
閒運動選擇因素依序是便利性、舒適度、安全性、器材設備與金錢
因素。
三、不同「性別」、「學校類別」、「年級」、「每月可支配金錢」以及
「是否打工」等項在生活型態類型上有顯著差異。
四、不同生活型態之台北市大學生有不同休閒運動消費行為。
五、不同「性別」、「學校類別」、「年級」、「每月可支配金錢」以及
「是否打工」等項在消費行為上有顯著差異。

關鍵字

台北市大學生 ； 休閒運動 ； 生活型態 ； 消費行為

並列摘要

The purpose of this study was to investigate the relationship among participation of recreational sports， consumer behavior and life-style of the undergraduates in Taipei city. The objects of this study were1,137 undergraduates and the instruments administered to the subjects were 〝consumer behavior〞、〝life-style scale(AIO)〞and〝statistical population variable〞.
The data were analyzed by descriptive statistics, factor analysis, chi-square test, one-way ANOVA, Spearman rank order correlation coefficient, Kendall rank order correlation coefficient, and Scheffe method.
The results of this study were as follows:
I.The Taipei city undergraduates’ participation in
recreational sports:
a.The top 5 most actually participated recreational sports by
the numbers were: stroll, basketball, badminton, swimming,
and volleyball.
b.The top 5 most preferred recreational sports by the numbers
were: basketball, swimming, stroll, badminton, and outing.
II. The Taipei city undergraduates’ consumer behavior:
a.〝Friends and classmates〝 was the highest ratio of the
investigations of 〝the source of recreational sports
information〝, 〝the source of recreational sports
merchandises information〝, and 〝the reference of choosing
recreational sports〝.
b.The Taipei city undergraduates’ main consumption on
recreational sports was buying equipments and instruments.
The effective factors of field selection by the numbers were:
convenience, conformability, safety, instruments, and money.
III.In the aspect of life-style, there were obvious
distinctions among the different variables of 〝gender〝,
〝school classification〝, 〝grade〝, 〝controllable money
per month〝, and 〝having a part time job or not〝.
IV.With different life-styles ，the Taipei city undergraduates
had different consumer behaviors on recreational sports.
V.In the aspect of consumer behavior, there were obvious
distinctions among the different variables of 〝gender〝,
〝school classification〝, 〝grade〝, 〝controllable money
per month〝, and 〝having a part time job or not〝

並列關鍵字

the Taipei city undergraduates ； recreational sports ； life-style ； consumer behavior

參考文獻

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