台北市市民運動中心消費者轉換行為意圖之研究

The Research of Consumers Switch Behavior Intention at Public Sports Centers in Taipei City.

陳書為(Su-wei Chen)

指導教授 ： 張君如

朝陽科技大學/管理學院/休閒事業管理系/碩士(2010年)

摘要

本研究的主旨在於台北市市民運動中心消費者運動涉入、影響轉換行為因素對轉換行為意圖的影響。本研究於台北市中山、中正、萬華與大同四家市民運動中心採等距抽樣方式進行問卷發放，共發出600份問卷，回收有效問卷595份，有效回收率99.16%。以敘述性統計、因素分析、信度分析、獨立樣本t檢定、單因子變異數分析、相關分析、多元迴歸分析等統計方式進行分析，獲得以下結論:
一、受試者以男性居多，且多為未婚狀態，年齡分布以21~30歲最多，教育程度也普遍為學院/大學為多數，月收入經濟狀況集中在20,001~40,000元，職業部分以商業居多，居住地則以中山區為多數。
二、本研究結果顯示，在運動涉入整體平均數為3.80傾向同意，影響轉換行為因素整體平均數為3.24趨近無意見，而轉換行為意圖整體平均數為2.95，表示受試者在運動涉入認同感最高，在轉換行為意圖最低。
三、不同背景變項對運動涉入、影響轉換行為因素、轉換行為意圖差異性分析，在「年齡」與「職業」對影響轉換行為因素具有顯著差異，而「居住地」對轉換行為意圖具有顯著差異。
四、運動涉入、影響轉換行為等因素對轉換行為意圖有部分具有顯著性的影響，其中以社會圈(β=.256)最高，依序為吸引力(β=-.192) 、中心性(β=.183)、服務失誤(β=.151)、價格合理性β=.120)。

關鍵字

轉換行為意圖 ； 市民運動中心 ； 社會圈

並列摘要

The purpose of this main objective research was consumer in Taipei Public Sports Center involvement of behavioral factors affect the switch behavior intention of the convention. This research was using Equidistant sampling in four Pubic Sports Centers which are in location Zhongshan, Zhongzheng, Wanhua and Datong for study. A total of 595 out of 600 valid questionnaires were effective, the rate was 99.16%. By used multiple statistics and analysis; such as descriptive statistics, factor analysis, reliability analysis, one sample t-test, One-Way ANOVA, Pearson’s correlation analysis, multiple regression analysis methods to get following conclusions:
First, majority respondents race were single males, age in between 21 to 30 years old for most. The majority Respondents’ educated generally for the College/University. For monthly income concentrated in the NT 20,001~40,000. The majority occupation was business/commercial and living in Zhongshan area for most.
Second, in this research showed that involvement in sports tend to agree with the overall average was 3.80, the average of behavioral factors affecting conversion of 3.24 closer to no comments and conversion behavior of the average of 2.95 intentions. The results showed that respondents were highest interest in the movement identity, and lowest in the change behavioral intention.
Third, in different background variables on sports involvement, behavioral factors affect the conversion, and the conversion difference of behavioral intentions, in the “age” and “occupation” were affecting the switch behavior significantly different. However, “place of residence” has significant difference affection.
Fourth, sports involvement, influence behavior change and other factors on behavior change intentions have significant impact. Such as Social circle for the highest (Beta coefficient =.256), follow as attractiveness (Beta coefficient =-.192), centricity (Beta Coefficient =. 183), service failure (Beta Coefficient =.151), reasonable price (Beta Coefficient =.120).

並列關鍵字

Public Sports Center ； Switch Behavior Intention ； Social Circle

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