台南市棒壘球打擊練習場館消費者消費動機與消費行為之研究

The Research of Consuming Motivation and Behavior on Baseball Athletic Field at Tainan Area

謝宗霖(Tsung-Ling Hsieh)

《運動健康休閒學報》 2期 (2011/04) Pp. 195-203

https://doi.org/10.29961/JSHL.201104.0019

摘要

本研究的目的在於瞭解台南市棒壘球打擊練習場館消費動機與消費行為之相關研究，並以台南市五座棒壘球打擊練習場館之消費者為主要研究對象。取樣方法為亲利抽樣法發放問卷共400份，回收有效樣本共390份。研究工具為「消費動機量表」與「消費行為量表」，其量表類型為李克特式五點量表。正式施測後，所得資料以SPSS12.0統計套裝軟體進行分析，其統計方法有描述性統計、單因子變異數分析、獨立樣本T檢定、皮爾遜積差相關分析，其研究結果發現：（一）在台南市棒壘球打擊練習場館消費者中，男性多於女性、年齡以20歲~29歲居多、職業以學生居多、未婚多於已婚、每月平均消費次數以2~3次居多、每月平均收入則以5,001~10,000元佔最多。（二）棒壘消費者人口統計變項在消費動機上的差異情形，未因生理性上的需求而有差異，反而是社會與心理性上的需求存在著顯著的差異。（三）棒壘消費者人口統計變項在消費行為上的差異情形，未因決策過程上的需求而有差異，反而是資訊搜尋、購買動機、購買時機、購買通路、購後行動上的需求存在著顯著的差異。（四）台南市棒壘球打擊練習場館消費者消費動機與消費行為呈正相關聯。

關鍵字

消費動機 ； 消費行為 ； 棒壘球打擊練習場

並列摘要

The purpose of this research was to realize the related research of consuming motivation and behavior on baseball athletic field at Tainan Area, and consumer of five baseball athletic field at Tainan Area as main object of research. The method of sampling for convenience sampling method provides questionnaire altogether 400, and recycles effective sample altogether 390.The tool of research is ”the consumer motivation meter” and ”the consumer behavior meter”, its meter type is Li Kete the-like five meters. After official sending the questionnaire, the obtained questionnaire were the analysis by the SPSS12.0 statistics coverall software, Its statistical method has the descriptive to count, one-way ANOVA, the independent sample T-test, the Pearson accumulated rate correlation analysis, the research results were as follows:(1) Baseball athletic field consumer at the Tainan area, the male is more than the female, the age by 20 year old of ~29 year old of majority, the occupation to be in the majority by the student, unmarried is more than married, each month average consumption number of times by 2~3 majorities, each month average income to occupy by 5,001~10,000 Yuan many.(2) Baseball the consumer population statistic variable in the consumer motivation difference situation, has not had the difference because of the physiology on demand, instead is in social and the psychological demand has the remarkable difference.(3) Baseball the consumer population statistic variable in the consumer behavior difference situation, has not had the difference because of decision-making process's in demand, after instead is the information search, the purchase motive, the purchase opportunity, purchases the circuit, buys, moves on demand to have the remarkable difference.(4) Consumer of baseball athletic field at Tainan Area consumer motivation and consumer behavior present related association.

並列關鍵字

Consumer motivation ； consumer behavior ； baseball athletic field