慢跑消費者活動參與動機、持續涉入與休閒行為之相關研究

A Study of the Relationships among Jogging Consumers' Activity Participation Motivation, Enduring Involvement, and Leisure Behavior

張孝銘(Hsiao-Ming Chang) ； 林樹旺(Shu-Wang Lin) ； 余國振(Kuo-Cheng Yu)

《大專體育學刊》 6卷1期 (2004/02) Pp. 83-93

https://doi.org/10.5297/ser.200402_6(1).0006

摘要

本研究目的在於驗證消費者動機、持續涉入以及休閒行為之間的線性關係，並以慢跑參與者為對象，於民國91年9－12月在8個公立體育場及4所學校體育場進行調查，所得有效樣本數為391份。本研究以線性結構模式來驗證8個假設，研究結果發現：一、消費者動機（體重管理、健康體適能、社交、以及壓力釋放）對慢跑持續涉入有直接正向的影響存在；二、持續涉入的角色是連結慢跑消費者動機以及休閒行為（產品創新、知識、媒體使用、意見領袖、以及價錢敏感性）之間的中介媒介。三、持續涉入慢跑活動對休閒行為有正向的影響存在。本研究結果支持Ray根據消費者行為理論文獻以及消費者動機－持續－涉入休閒行為因果關係鏈理論所提之慢跑者動機模式。此外本研究亦發現慢跑消費者其健康體適能動機與社交、壓力釋放與社交動機之間有相關存在；在休閒行為方面，慢跑消費者其對於慢跑產品的創新與價錢敏感性之間有相關存在；知識與意見領袖行為之間有相關存在。根據上述結果，本研究結果不僅可提供休閒服務提供者及業者在經營上應用上之參考，亦可作為後續相關研究者在分析建構休閒或運動消費者行為模式之依據。

關鍵字

消費者動機 ； 消費者行為 ； 休閒行為 ； 持續涉入 ； 慢跑

並列摘要

The purpose of this study was to design a linear relationship model to confirm jogging consumers' motivation, enduring involvement, and leisure behaviors. The Jogging Scale was used to measure the joggers. Three hundred and ninety one joggers were selected from eight public and four school stadiums in Taiwan, during September and November 2002. Eight hypotheses were tested. LISREL (Linear Structural Relationships) was used to test the model. The results showed: l.) Consumer motivation (weight management, health and fitness, sociability, and stress reduction) had a direct positive effect on enduring involvement in jogging. 2.) Enduring involvement in jogging mediated all the relationships between consumers' motivation and leisure-time jogging. There was a direct positive effect on leisure behavior (innovativeness, knowledge, media use, opinion leadership, and price sensitivity). 3.) Enduring involvement in jogging had a direct positive effect on leisure behavior. Propositions based on the theory of consumer behavior literature and the theory of casual chain of consumer motivation-enduring involvement-leisure behavior (Ray, 1997) were supported by the motivations of joggers in the model. In other findings, there was a relationship between health fitness and sociability, and pressure and sociability. In leisure behavior, a relationship existed between innovativeness and price sensitivity, and knowledge and opinion leadership. Furthermore, this research also offers managerial implications for leisure service planners and implementers.

並列關鍵字

consumer motivation ； consumer behavior ； leisure behavior ； enduring involvement ； jogging

參考文獻

葉憲清(2000)。高雄市體育場民眾之消費行為研究。體育學報。28

Bawa, K.,Landwher, J. T.(1989).Consumer response to retailers' marketing environment:An analysis of coffee purchase data.Journal of Retailing.65

Beard, J. G.,Raghed, M. G..Measuring leisure motivation.Journal of Leisure Research.15

Bloch, P. H.(1989).The product enthusiast: Implication for marketing strategy.Journal of Consumer Marketing.3

Bloch, P. H.,Black, W. C.,Lichtenstein, D. L.(1989).Involvement with the equipment component of sport: Link to recreation commitment.Leisure Science.7(3)