本研究將依據各種消費者消費型態的理論來建構運動中心參與者之消費者決策型態模式,以結構方程模式(SEM)統計方法學中的「驗證式因素分析」,對此一模式進行驗證,期能建立一套有信度及效度的運動中心參與者之消費者決策型態的量表。研究對象為前往台北市中正運動中心運動的參與者,並獲得390份有效問卷。經驗證性因素分析顯示為一階多因素直交模式,該模式具有良好的建構效度、組合信度。因此,本研究結果顯示消費者決策型態量表的因素結構可以成立,消費者決策型態模式是一個具有八個因素的一階單因子模式,包含完美主義型、品牌意識型、新穎流行意識型、休閒享受購物型、價格考量型、衝動型、困擾型和習慣型等八個因素。
The study was to construct consumer decision-making style of sports center participant by theories of consumer decision-making style. It was used confirmatory factor analysis of structural equation model to test the model to proof and expected to develop a consumer decision-making style scale with reliability and validity. Three hundred ninety valid questionnaires were collected from Jhong Jheng sports center. Confirmatory factor analysis showed that it was a first order multi-factor orthogonal model and the model had good validity and reliability. As a result, the study showed that the factor structure of consumer decision-making style scale existed and it was a first-order one factor model with eight factors including perfectionism factor, brand consciousness factor, fashion consciousness factor, shopping-enjoying factor, price-cogitating factor, impulse factor, persecution factor and habit factor.