本研究旨在探討羽球館消費者團體氣氛、知覺價值與運動承諾之關係,及瞭解不同背景變項羽球館消費者對研究變項的差異情形。以台中市私人羽球館消費者為研究對象,採配額抽樣方式進行問卷調查,共計發放300份問卷,回收之有效問卷為268份,有效回收率達89.3%。所得資料經描述性統計、獨立樣本t檢定、單因子變異數分析、相關分析與多元逐步回歸分析後,獲得如下結果:一、羽球館消費者年齡在45歲以上、從事金融科技職業者具有較高之「工作團隊」氣氛;年齡在35歲以上、非學生族群或平均月收入達70,000元以上具有較高之「社會團隊」氣氛。二、羽球館消費者平均月收入達70,000元以上具有較高之「情感性」知覺價值。三、羽球館消費者參與羽球運動之時間達一年以上者,在運動承諾上具有較高之「想要的承諾」。四、團體氣氛之「工作團隊」與「社會團隊」能有效預測知覺價值與運動承諾。五、知覺價值之「情感性」、「價格功能性」及「社會性」能有效預測運動承諾。六、知覺價值在團體氣氛與運動承諾間具有部份中介之影響效果。最後,根據本研究結果提出建議為,羽球運動團隊經營者,應重視團體氣氛之營造,將有助於提升成員對該團隊之價值感受,進而提升持續參與該團隊之意願。
The purpose of this study is to investigate the relationship among consumers’ group climate, perceived value and sport commitment in Badminton centers. And also want to know the differences between different background variables of the consumers. The objective of this study is the consumers who play badminton in Badminton centers in Taichung city. The research is operated with quota sampling. There are a total of 300 questionnaires sent, 268 valid questionnaires got back, and the effective response rate is 89.3%. The material would be analyzed through descriptive statistics, independent Sample t–test, one-way ANOVA analysis, correlation analysis and multiple regressions. The results are as follows: 1. The consumers who is older 45 years old and working in economic and/or technology filed, display higher working group climate; the consumers who is older 35 years old, not students and/or the monthly income over NT.70,000 perceived higher social group climate. 2. The consumers whose monthly income over NT.70,000, would perceived higher emotional perceived value. 3. The consumers who participate in Badminton over one year display higher desire commitment in sport commitment. 4. The Team work and the social group factors of group climate dimension could predict consumers’ perceived value and sport commitment effectively. 5. The emotional, price and functional and social factors of perceived value could predict the consumers’ sport commitment effectively. 6. Perceived value has partial mediating effects between group climate and sport commitment. According to the result, the managers and/or directors of Badminton centers should give themselves to build the group climate to promote the team members’ recognition, and then enhance their motivation of continuing participating.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。