羽球場館消費者消費決策之研究－以嘉義與台南爲例

A Study of Consumer Consumption Decisions of Badminton Court in Chiayi and Tainan Area

蔡聰智(Tsung-Chin Tsai)

《運動休閒餐旅研究》 4卷1期 (2009/03) Pp. 31-42

https://doi.org/10.29429/JSLHR.200903_4(1).03

摘要

本研究以羽球場館消費者爲研究對象，主要目的爲瞭解嘉義與台南羽球場館消費者消費決策因素。本研究在嘉義縣與台南縣6家羽球場館發出600份問卷，有效問卷481份，有效回收率爲80.167%。依研究需要所採用之分析方法包括：描述統計、因素分析、信度分析、t考驗與單因子變異數分析。結果如下：（一）不同性別之羽球消費者在消費決策因素無顯著差異。（二）不同年齡之羽球消費者在消費決策因素有顯著差異。（三）不同教育程度之羽球消費者在消費決策因素有顯著差異。（四）不同婚姻狀況之羽球消費者在消費決策因素有顯著差異。

關鍵字

羽球場館 ； 消費決策 ； 嘉義 ； 台南

並列摘要

The purpose of this study was to regarded badminton court participant as the research object. The major purpose, in order understands consumer consumption decisions of badminton court in Chiayi and Tainan area. The subjects of this study were badminton participants at 6 badminton courts in Chiayi and Tainan area and sent out 600 questionnaires. The effective questionnaires were 481 and collective rate was 80.167%. Data were analyzed by Description Analysis, Factor analysis, Reliability Analysis, T-Test, One-Way Analysis of Variance. The results showed: (1) No Significant different had been found in gender on the consumer consumption decisions. (2) Significant different had been found in age on the consumer consumption decisions. (3) Significant different had been found in level of education on the consumer consumption decisions. (4) Significant different had been found in marital status on the consumer consumption decisions.

並列關鍵字

badminton court ； consumer consumption decision ； Chiayi and Tainan area

參考文獻

Kotler, P.(1994).(Marketing management: Analysis, planning, implementation, and control).

Nunnally, J. C.(1978).Psychometric theory.NY:McGraw-Hill.

方世榮編譯、Philip Kotler原著(2000)。行銷管理學。台北:東華。

余朝權(1997)。現代行銷管理。台北:五南。

林月枝(2003)。銀髮族選擇健康體適能俱樂部考量因素之探討。國立台北大學企業管理系碩士班。