臺北市運動中心顧客參與之預測模式分析

A Study on Prediction Model of Customer Participation at Taipei Sports Center

倪瑛蓮(YING-LIEN NI)

指導教授 ： 施致平

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/碩士(2009年)

摘要

本研究旨在瞭解臺北市運動中心顧客特性及顧客參與情形，並探討個人背景變項與影響參與因素之差異情形，進而以邏輯斯迴歸 (Logistic Regression) 建構顧客參與運動中心之預測模式。本研究以七家臺北市運動中心734位顧客為研究對象，於2009年4月20日至4月26日以「臺北市運動中心顧客參與調查問卷」進行資料蒐集。並以描述性統計、單因子變異數分析、t檢定及邏輯斯迴歸進行統計分析，所得結果如下：

一、運動中心顧客參與以學生及年輕族群為主，其中男性顧客略多於女性，年齡介於25-34歲、教育程度為大專校院、未婚，月收入在10,000（含）以下為最多。且顧客以每週使用2-3次，使用時段為18:01 – 20:00，使用健身房與體適能中心，平均使用1-未滿2小時為多數。

二、運動中心顧客參與影響構面以行銷構面為顧客首要著重之構面，而於個人內在構面首重運動健身因素；外在環境構面首重企業形象因素；行銷構面則以專業服務為首重因素。

三、年齡、教育程度、婚姻、月收入及職業於個人內在、外在環境與行銷構面有顯著差異。於個人內在構面，教育程度在情感建立因素達顯著差異、月收入及職業在抒解壓力因素達顯著差異；於外在環境構面，性別在聯誼社交達顯著差異、教育程度在營運情形與聯誼社交達顯著差異、婚姻狀況在企業形象達顯著差異、月收入則在整體環境氣氛與企業形象上達顯著差異；於行銷構面中，年齡在交通便利達顯著差異、教育程度在產品價格達顯著差異、婚姻狀況與月收入皆在軟硬體設備及交通便利達顯著差異、職業則在軟硬體設備、促銷方式、交通便利與專業服務達顯著差異。

四、邏輯斯迴歸預測模式適配情形良好，模式顯示對臺北市運動中心顧客參與具預 測力之影響因素為「運動健身」及「情感建立」。

基於以上發現，建議運動中心應積極配合政府加強宣傳運動健身觀念，培養民眾終身運動習慣，並善用顧客情感交流，運用顧客人際影響力進行運動中心口碑行銷，以提升顧客參與運動中心之意願。

關鍵字

臺北市運動中心 ； 顧客參與 ； 預測模式 ； 邏輯斯迴歸

並列摘要

The purpose of this study aimed to examine the customer demographics, and participating behavior of customer at Taipei Sports Center. Differences between demographic variants of customer and participating factor were discussed. Furthermore, Logistic Regression was used to construct the prediction model of customer participation at Taipei Sports Center. The subjects of the study were seven hundred and thirty-four customers in Taipei Sports Centers on 20th of April till 26th of April, 2009. A self-developed questionnaire “Questionnaire of Customers’ Participation Behavior in Taipei Sports Center” was used as the research instrument. Descriptive statistics, one-way ANOVA, t-test, Logistic Regression were computed for data analysis. Results showed as follows:

1.The customers at Taipei Sports Center were mostly male; 25-34 years old; with college or university degree; unmarried; monthly income was mostly below NT$10,000. And the frequency was generally two to three times a week; 6p.m. to 8 p.m. was the most popular period of a day; the most popular facility was gymnasium or fitness center; average exercise time was about 2 hours.

2.The most important dimension at Sports Center customer participation was marketing. The most important factor of internal dimension was exercise while the most essential factor of external dimension was corporate image and the most important factor in marketing dimension was professional service.

3.Demographic variants showed significant variance in internal, external and marketing dimension. And demographic variants were also significantly different in the participating factors.

4.The Logistic Regression prediction model which was built in this study was fit with the goodness-of-fit index approximately. It showed the most important predictors were healthy exercise and emotional development.

According to the results, the researcher suggested that Taipei Sports Center should enhance the concept of sport or exercise in order to promote the behavior of physical activity. And the use of customer’s emotion could create word-of-mouth marketing, as well as increase their intention of participation.

並列關鍵字

Taipei Sports Center ； customer participation ； prediction model ； Logistic Regression

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