運動彩券參與者行前期望、體驗感受對再次消費之影響

Sports Lottery Participants Re-consumption Impact of Expectation and Revisit Intention

林振山(Zhen Shan Lin) ； 林聰哲(Tsung Jer Lin) ； 李世昌(Shih Chang Lee)

《休閒事業研究》 17卷2期 (2019/06) Pp. 17-39

https://doi.org/10.6746/LIR.201906_17(2).0002

摘要

本研究旨在探討運動彩券參與者行前期望、體驗感受對再次消費之關係。研究採立意抽樣施測，研究對象為以購買過運動彩卷參與者為研究對象，共計230份問卷，回收216份問卷，剔除無效問卷4份後，得到212份問卷，有效問卷回收率為92.2%。所得資料經過描述性統計、獨立樣本t檢定、單因子變異數分析、典型相關及多元迴歸分析處理後，得到之結果如下:（一）不同性別在行前期望、及體驗感受均呈現差異；不同購買運動在行前期望呈現差異；不同年齡在行前期望、體驗感受及再次消費呈現差異；不同購買次數在行前期望、體驗感受及再次消費呈現差異（二）行前期望、體驗感受及再次消費各變項間都有顯著正相關；（三）行前期望、體驗感受對再次消費有預測影響。本研究最後針對結果提出討論，並且對未來進一步研究提出建議。

關鍵字

典型相關 ； 多元迴歸分析 ； 立意抽樣

並列摘要

The study is to explore sports lottery participants re-consumption impact of expectation and revisit intention. The study uses purposive sampling test. The subject of the study was the sports lottery participants. The study totally has 230 questionnaires, rejected four invalid questionnaires and 216 questionnaires were effectively collected. The effective questionnaire recovery rate was 92.2%. The data were processed by descriptive statistics; independent sample t-test; one-way analysis of variance; canonical correlation and multiple regression analysis. The results of the study are following as First, the expectations and revisit intention are difference presentation of different genders. Second, the expectations of buying different sports lottery have difference presentation; the expectations, revisit intention and re-consumption have difference presentation on different ages; the expectations, revisit intention and re-consumption have difference presentation on the frequency of buying the sports lottery. Expectation; revisit intention and re-consumption among the variables were significantly positive correlation. At last, the study focuses on the discussion of the results and suggests further work in the future.

並列關鍵字

Canonical correlation ； Multiple regression analysis ； Purposive sampling