臺北市內湖運動中心消費者行為與滿意度之研究

A Study of Taipei City Neihu Sports Center's Consumer Behavior and Satisfaction

王振洋(Chen-Yang Wang)

指導教授 ： 鄭虎 ； 林伯修

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所在職碩士班/碩士(2009年)

摘要

本研究旨在了解臺北市內湖運動中心消費者行為與滿意度，並以臺北市內湖運動中心之消費者為研究對象，以自編「臺北市內湖運動中心消費者行為與滿意度研究問卷」為研究工具，問卷調查採便利抽樣，共計394名消費者所填答之問卷作為研究資料，以描述性統計、獨立樣本t檢定、卡方考驗、單因子變異數分析、雪費法事後比較分析，並運用SPSS 15.0套裝統計軟體進行資料分析，得到以下結果：
1.消費者性別以男性略多於女性，年齡分布以25~34歲組為最多，消費者職業以服務業最多，教育程度以大學/大專學歷最多，婚姻狀況以未婚者多於已婚者，消費者平均月收入以3001~50000者最多，居住區域以內湖區最多。
2.消費者消費動機以來運動選次最多，消費時段以週末及例假日白天最多，消費考量因素以離家近最多，消費者資訊來源為看運動中心簡章最多，到內湖運動中心的交通方式以騎機車最多，所花費的交通時間以20分鐘以內最多，消費伙伴以家人最多，最常使用內湖運動中心的設施以健身中心最多，消費頻率以每週一次最多，平均的消費停留時間以61~90分鐘最多，平均消費金額以101元~300元最多，不固定時段到運動中心者多於固定時段者，收看體育相關節目的頻率以每週一次以上最多，再到運動中心的意願以非常可能為最高，並以可能推薦親朋好友前來最多。
3.臺北市內湖運動中心之消費滿意度共由四個構面組成，消費滿意度構面得分高低排序為「場地及設施」、「服務人員服務態度」、「定價與促銷」、「附屬設施」。
本研究依據發現結果提出相關建議，以提供相關主管單位、運動中心業者及後續研究者之參考。

關鍵字

運動中心 ； 消費者行為 ； 滿意度

並列摘要

This study aimed to understand the consumer behavior and consumer satisfaction of Neihu Sports Center in Taipei City. The research subjects were consumers of Neihu Sports Center in Taipei City. “The Survey Questionnaire of Consumer Behavior and Consumer Satisfaction of Neihu Sports Center in Taipei City” was developed to survey the subjects. The questionnaires were distributed by convenience sampling. A total of 394 samples were returned. The data were analyzed with descriptive statistics, independent-sample t-test, Chi square test, One-way ANOVA, and Scheffe’s post hoc comparison, with SPSS 15.0. The research results are as follows:
1. The distributions of gender, age, occupation, educational background, marital status, average monthly income, and living place of consumers were as follows: the majority was males; the average age of most consumers was 25-34; most worked in service industry; the education background of most consumers was university/college graduate; the majority was singles; the average monthly income of most consumers was NTD$30,001-50,000; most consumers lived in Neihu District.
2. The consumption motivation of most consumers was for exercise; the consumption time of most consumers was on weekend and holidays; most consumers chose Neihu Sports Center for taking exercise because it is close to their home; the information resource of most consumers was brochure of sports center; the most common means of transportation was by riding motorcycle; most consumers spent less than 20 min in transportation; the companions of most consumers were their families; the most frequently-used facility in Neihu Sports Center was the gym; the consumption frequency of most consumers was once per week; the average time spent here of most consumers was 61-90 min; the average consumption of most consumers was NTD$101-300; more consumers used the sports center on a irregular basis than those on fixed time; the frequency of watching sports-relevant programs of most consumers was more than once per week; the willingness to visit sports center again was “very possible”; and they mostly like to recommend the sports center to their relatives and friends.
3. The consumer satisfaction of Neihu Sports Center was composed of four aspects, and the score from the highest to the lowest of them were: “area and facilities,” “service attitudes of service staff,” “prices and promotions,” and “accessory facilities.”
Several suggestions were proposed according to the research results, in order to provide references to relevant authorities, sports center operators, and future studies.

並列關鍵字

Sports center ； Consumer behavior ； Satisfaction

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