台北地區高爾夫球場消費者行為之研究

A Study of Consumer Behavior of the Golf Players in Taipei regional Golf Club

章志昇(Chih-Shen Chang)

指導教授 ： 張至滿

國立臺灣師範大學/運動與休閒學院/體育學系/碩士(2000年)

摘要

本研究主要在瞭解目前台北地區高爾夫球場的消費者在人口統計變項、參與行為、購買決策及顧客滿意度上的特徵；並比較不同人口統計變項之高爾夫球友在參與行為上之差異；以及比較不同人口統計變項及參與行為之球友在購買決策及顧客滿意度之差異。
本研究對象為421位至台北地區高爾夫球場消費之球友，並以自編之「台北地區高爾夫球場消費者行為問卷調查」為研究工具，進行問卷調查。根據實際調查所得資料，以描述統計(次數百分比、平均數、標準差)、因素分析、卡方檢定、單因子變異數分析及雪費法等統計方法，進行資料分析，所得結果為：
一、 台北地區高爾夫球場消費者男性所佔比例比女性高，年齡則
集中於41~50歲之間，居住地位於台北縣市以內較多，職業以從
事商業者比例較高，學歷以大專程度居多，每月平均收入以12
萬元以上者居多。球友之參與行為方面，平均每月擊球次數以
1~2次者最多，球齡以1~5年者居多，平均差點介於10~17點居
多，且多數球友利用假日上場擊球。
二、不同人口統計變項之球友在參與行為上有顯著差異。
三、球友選擇球場之購買決策與人口統計變項及參與行為上有顯著差
異。最主要考量之購買決策因素為「服務品質」，其次分別為
「價格與通路」、「硬體設施」、「形象與推廣」，最不重視之
因素為「環境資訊」。
四、球友對球場滿意度與人口統計變項及參與行為上有顯著差異。最
滿意之因素為「球場品質維護」，其次分別為「時間性的掌
控」、「主要設施與服務態度」，滿意程度最低為「周邊附屬設
施」之因素。

關鍵字

消費者行為 ； 高爾夫球場 ； 高爾夫球友 ； 參與行為 ； 購買決策 ； 顧客滿意度

並列摘要

The purposes of this study were to reveal the characteristics of demographic variables, participation, purchase decision and customer satisfaction of golf players in Taipei regional golf club. In addition, it tried to uncover the differences between those golf player’s demographic variables on participation. It was also to probe the differences between that golf player’s demographic and participation on purchase decision and customer satisfaction.
Four hundred and twenty one golf players served as the subjects of this study. The instrument “ The Questionnaire of Consumer Behavior of Golf Players in Taipei regional Golf Club” was employed. Descriptive statistics (including frequency distribution percentage, mean and standard deviation), Factor Analysis, Chi-square tests, one-way ANOVA and Scheff’e method were utilized for data analysis. Within the scope of the study, it was concluded that：
1. The ratio of male golf players was higher than female
players; the major of golf players were between 41 and 50
years old; most of golf players were live in Taipei; most
of them owned the degree of college and were businessmen;
their income was mostly higher than 120,000 NTD per month.
Their times of play golf was mostly 1 t0 2 times per month;
most of them were 1 to 5 years of golf experience; most of
them at the point of golf were 10 to 17 points and mostly
use holiday to play golf.
2. Significant differences were found in golf player’s
participation at their demographic variables.
3. Significant differences were found in golf player’s
demographic variables and participation at their purchase
decision.
4. Significant differences were found in golf player’s
demographic variables and participation at their customer
satisfaction.

並列關鍵字

consumer behavior ； golf club ； golf players ； participation ； purchase decision ； customer satisfaction

參考文獻

林忠程(民84)，台北市游泳運動俱樂部市場區隔之研究•桃園：國立體育

黃士鑑(民80)，企業經理人休閒俱樂部消費者行為之研究•台北：國立政

陳秀華(民82)，健康體適能俱樂部會員消費者行為之研究，桃園：國立體

莊志慧(民84)，台灣地區高爾夫球場管理體系之研究•台北：國立台灣大

李鴻旗(民85)，台灣地區高爾夫球場經營管理現況與問題之探討•觀光研