從休閒活動之五感特徵探討消費者 對商業休閒活動之選擇

Using the Five Senses Characteristics to Explore the Choice from Leisure Activities

楊詔閔(CHAO-MIN YANG)

指導教授 ： 陳瑾儀

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500673

摘要

根據旅遊醫學的研究發現，適度的休閒對於工作、唸書的效能有提升的效果。現代人生活壓力大，一不小心就過勞或生病。由於過大的壓力對人身心健康會產生危害，所以紓壓一事是刻不容緩，格外需要受到重視。中外各學者許多研究均指出休閒活動能夠帶來紓壓的效果，透過休閒參與可以舒緩壓力帶來的衝擊與傷害，降低疾病的發生比率。本研究之目的旨在探討不同消費者對於休閒活動之選擇，強調休閒活動之五感特徵，並依五感特徵予以分類。問卷發放分為兩階段，第一階段係屬前測問卷，希望透過受測者，將休閒活動依五感知覺強度予以分類，進而挑選出各感官知覺的代表休閒活動。第二階段為正式問卷，目的為了解不同消費者對於休閒活動的選擇。
本研究以CART分類樹為工具，研究結果顯示，在休閒活動類型的選擇偏好與紓壓成效，會受到人格特質、生活型態、壓力知覺情形以及人口統計變數所影響，而產生不同的結果。在視覺、聽覺、嗅覺、味覺以及觸覺五種類別的休閒活動中，分別有其喜愛的族群，每個族群皆存在不同的特質與偏好。例如在視覺類別中，較具代表的族群有教育程度較高，而平均每月休閒參與次數較低，職業別為工商服務業、金融業、醫藥業與學生的族群；以及平均每月休閒參與次數較低，認為接觸博物館或美術館可以提升氣質與素養的一般廣泛族群。聽覺類別中，以平均每月休閒次數較高，且消費金額中庸，覺得休閒對生活能量的提升有限的族群；以及不認為參觀博物館與美術館可以提升氣質素養，並且習慣同時計畫或處理兩件事的族群為最多數代表。瞭解各類型休閒活動的客群樣貌後，更可以向潛在可能客群進行推薦與行銷，提升休閒風氣與宣揚其帶給人們的益處。

關鍵字

休閒活動 ； 五感特徵 ； 分類回歸樹 ； 人格特質 ； 生活型態 ； 壓力知覺

並列摘要

According to the findings of travel medicine study, moderate leisure can raise the performance of working and studying. Excessive pressure will harm human health, lead to overfatigue or illness accidentally, so to relieve the pressure is particularly important. Many scholars have pointed out that leisure activities can bring the relieve pressure effect, through leisure participation, people can reduce the damage and impact of the pressure, even reduce the incidence rate of disease.The purpose of this study was to explore the choice of leisure activities from different consumers, and classify leisure activities by five senses characteristics. Questionnaires were distributed in two stages, the purpose of the first stage was to classified leisure activities by five senses characteristics, and then selected representatives from each sensory categories. The second stage is the formal questionnaire, aimed to explore the choice of leisure activities from different consumer.
This study used CART as an analytic tool. The results show that the type of preference of leisure activities and relieve pressure effect will be influenced by personality, lifestyle, perceived stress and demographic variables. Groups with various characteristics prefer different leisure activities from each sensory category. For example, in the visual category, the representative groups have higher education level, less participation of the leisure activities, and the occupation of business services, financial services, pharmaceutical industry and students; and the groups with less leisure participation and believe that go to the museum and art gallery can improve temperament. In auditory category, groups with higher leisure participation, moderate expenditure, and believe the effect of energy promotion from leisure is limited; and also have think that go to the museum and art gallery can’t improve temperament, and with habits to plan not only one thing at the same time. To recognize different customer of each types of leisure activities, we can recommend and marketing leisure activities to potential customers. Not only promote leisure atmosphere, but also enhance benefits to more people.

並列關鍵字

Leisure Activities ； Five Senses Characteristics ； CART ； Personality ； Lifestyle ； Perceived Stress

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