羽球練習場參與者消費評估相關因素之研究

台中市有多家的羽球練習場供消費者選擇，提供者在面對如此多家的競爭主體，需訂定適當的行銷策略以瞭解消費者需求，才能取得競爭優勢。本研究之研究對象為台中市的永安、大翔、名園、3C、國光、勝大及申一羽球練習場的現場參與者為研究對象，每一個練習場發放100份問卷並現場回收，總計共發出700份，回收630份，回收率為90%。回收資料採描述統計、因素分析、信度分析、t考驗、單因子變異數、典型相關。結果如下：一、參與者在選擇羽球練習場時之評估優先順序，排名第一「現場服務人員的接待態度」，排名第二與第三分別為「球場衛浴間的清潔」與「球場環境清潔狀況」。二、消費評估與消費行為之差異性比較：（一）每週練習次數與消費評估因素有顯著差異存在。（二）非固定球場參與者與消費評估因素有顯著差異存在。（三）非球場會員參與者與消費評估因素有顯著差異存在。（四）選擇練習場原因為場地因素與消費評估因素有顯著差異存在。（五）透過一對的典型相關，消費者評估因素的二個構面可以解釋消費滿意度有相關存在。

關鍵字

羽球練習場；消費評估；台中市

並列摘要

There are numerous badminton courts in Taichung City. In the face of many competitive subjects, an appropriate marketing strategy should be made adaptively in accordance with the needs of consumers in order to obtain an advantageous position. The subjects of this study were badminton participants at seven badminton courts in Taichung City: Yung-ann, Da-hsiang, Ming-yun, 3C, Kao-kuang, Sheng-da, and Shen-yee. A hundred subjects were randomly selected from each of the seven badminton courts and 630 questionnaires were completed. The response rate was 90% (630 out of 700). Data were analyzed using description analysis, reliability analysis, factor analysis, t-test, one-way analysis of variance, and canonical correlation analysis. The results showed: l.) Consumers' preferences in selecting badminton courts are as follows: ”service and attitude of the court staff” is of the first rank, and ”cleanliness of bathrooms” and ”cleanliness of courts” is the second and the third, respectively. 2.) Comparison between consumer estimate and consumer behavior is as follows: l.) a significant difference existed between ”weekly exercise average frequency” and ”consumer estimation”; 2.) a significant difference was found between ”selecting non-fixed court” and ”customer estimate”; 3.) a significant difference existed between ”non-membership participation” and ”consumer estimate”; 4.) a significant difference was found between ”court selection due to court condition” and ”consumer estimate”; 5.) one pair of two canonical correlation analyses indicated some relevance between ”consumer estimate” and ”consumer satisfaction.”