高雄市體育場民眾之消費行為研究

本研究之主要目的，在瞭解高雄市民眾對體育場之消費行為（人口統計變項、參與動機、生活型態、達成滿意度）的探討；研究結果將提供作為各縣市未來經營各體育場之參考和改進的依據。本研究以高雄市318位民眾為抽測對象，並以「體育場消費行為研究」問卷為研究工具，進行問卷調查；最後再以平均數、百分比、集群分析及單因子變異數等統計方法來加以討論和說明，研究結果發現：一、高雄市的民眾大都為了鍛鍊身體和休閒來體育場活動，平均一週有三天，每次2小時為最多，並以從事慢跑為最普遍的活動項目之一。二、在生活型態中，以注重家庭型為最多，其次為自我放鬆型和自我追求型。三、在各體育場的服品質中，以回徑場最為滿意，其次是游泳池和廣場。四、經單因子變異數分析之後得知，高雄市民眾在性別、年齡、職業之體育場滿意度上有達顯著差異。

關鍵字

高雄市；體育場；民眾；消費行為

並列摘要

The primary purpose of this study was to explore the consumption behavior (demographic variable, motivation, life style, degree of satisfaction) of Kaohsiung citizens at stadiums. The results will serve as a reference for any county or city government to organize and improve its operation of stadiums. A total of 318 Kaohsiung citizens have been chosen as the subjects of this study to undergo a questionnaire survey on the consumption behavior at stadiums. The data has been further discussed and interpreted through statistical methods including mean, percentage, group analysis, and single-factor analysis of variance. The results indicate that: 1. Most Kaohsiung citizens go to the stadiums for physical training and leisure purposes. On average, most of them visit the stadium three days per week. Each visit takes two hours. Jogging is one of the most popular activities. 2. In terms of life style, most of them are of family-emphasized pattern, followed by self-relaxing and self-seeking patterns. 3. On service quality, tracks and fields are the most satisfactory, followed by swimming pools and plazas. 4. It is known from single-factor analysis of variance that there are significant differences in the degree of satisfaction among Kaohsiung citizens in terms of gender, age, and profession.