中文摘要 本研究旨在探討台北市撞球運動消費者生活型態、個人價值觀與消費者行為的關係。在生活型態上採用AIO量表來衡量消費者在生活上支配行為及金錢的方式,個人價值觀採用LOV價值觀量表來探討消費者的個人價值觀,在消費行為方面則參考EBM模式來衡量消費者從事休閒運動時,因實際參與或享受服務而引發之相關行為。研究對象為台北市12個行政區的撞球場中的撞球運動消費者,採問卷調查法,實際發出540份問卷,回收總樣本為528份,剔除填答不完整的無效問卷後,有效問卷共503份,問卷回收率為97.78%,有效問卷率為95.27%。利用獨立樣本t檢定、單因子變異數分析、卡方檢定、區別分析、集群分析等統計方法分析後,主要研究結果如下: 一、本研究調查的人口統計變項中僅有「教育程度」對台北市撞球運動消費者的生活型態有顯著影響。 二、本研究調查的人口統計變項中僅有「職業」對台北市撞球運動消費者的個人價值觀有顯著影響。 三、台北市撞球運動消費者的生活型態對「交通時間」、「消費頻率」、「消費金額」與「推薦他人再購意願」等4項消費者行為有顯著影響。 四、台北市撞球運動消費者個人價值觀對消費者行為有顯著影響存在。 根據以上研究結果,瞭解台北市撞球運動消費者生活型態、個人價值觀對消費者行為的影響,據以提出撞球運動場館的改善方向與策略,供撞球場館業者行銷規劃參考。 關鍵字:撞球運動消費者、生活型態、個人價值觀、消費者行為
Abstract The purpose of this study was to investigate lifestyles, personal values, and consumer behaviors of billiard consumers in Taipei City. AIO scale was used to investigate lifestyles, and LOV scale was used to investigate personal values. The research population was the billiard consumers in Taipei City. Distributing 540 questionnaires, 528 questionnaires were returned and 503 questionnaires were valid. The valid rate was 95.27%. The research results are: 1. Only the “education” demographic variable significantly affected lifestyles of billiard consumers in Taipei City. 2. Only the “occupation” demographic variable significantly affected personal values of billiard consumers in Taipei City. 3. Lifestyles as independent variables significantly affected consumer behaviors of billiard consumers in Taipei City. 4. Personal values as independent variables significantly affected consumer behaviors of billiard consumers in Taipei City. According to the research results, suggestion was provided to improve billiard environment and to establish marketing strategies. KEYWORDS: billiard consumer, lifestyle, personal value, consumer behavior.