臺北市南港運動中心消費者行為與生活型態及滿意度之研究

Abstract

本研究旨在瞭解臺北市南港運動中心消費者行為與生活型態及滿意度之情形。本研究以問卷調查法針對臺北市南港運動中心消費者進行抽樣調查，並以自編的「臺北市南港運動中心消費者行為與生活型態及滿意度量表」為研究工具，總計發出問卷500份，回收475份，有效問卷為457份，回收率95％，問卷有效率96.2%，所得回收資料運用SPSS統計軟體分析，採用敘述性統計、單因子變異數分析、獨立樣本t檢定等統計方法進行分析。得到以下結果： 一、臺北市南港運動中心消費者以「女性」、「未婚」、「20~29歲」、居住「南港區」比例最高，教育程度以大學(專)最多，每月收入以3-5萬元最多。 二、消費者行為以「運動」為主、「每週一次」、「單獨一人」、使用設施以「健身中心」、平均每次消費「100-300元」等比例最高。 三、滿意度由四個構面組成，依序為「服務人員服務」、「整體」、「附屬設施及資訊」及「硬體設備」四項。 四、臺北市南港運動中心消費者之生活型態經集群分析後分為「主動穩定型」與「積極成長型」。 五、不同「性別」、「年齡」、「職業」、「教育程度」及「居住區域」等5項人口統計變項在滿意度上達顯著差異。 六、研究結果發現在不同「消費動機」、「評估準則」、「交通方式」、「交通時間」、「消費伙伴」、「消費涉入」、「消費金額」、「消費習慣」、「重購意願」及「購後行為」等10個變項在滿意度上達顯著差異。 七、不同「年齡」、「職業」及「教育程度」3項人口統計變項及「消費動機」、「資訊來源」、「交通時間」、「消費金額」、「消費習慣」及「重購意願」等6項消費行為分別在二個生活型態集群分佈上達顯著差異。 本研究依據發現結果提出相關建議以提供政府運動中心主管單位及臺北市南港運動中心加強及改善之實質建議，讓市民能有更好的休閒運動場館。

This study was try to realize the situation of consumer behavior, lifestyle and satisfaction in NanGang sport center at Taipei city. Through the 457 effective questionnaire survey , take the way of analysis and other statistical methods, the results are summarized as below: First, Taipei Nangang Sports Center consumers to female, unmarried, 20 to 29 year old, living area in NanGang , the highest proportion of university education lever, the monthly income between NT$30,001 ~ 50,000. Second, consumer behavior to sport purpose, weekly basis, single player, prefer the fitness center facility, average spend NT$100~300 .Third, satisfaction to explore personnel services, overall, ancillary facilities with information and hardware in four dimensions. Fourth, the Taipei Nangang Sports Center on the lifestyle of consumers by the cluster analysis is divided into active stable and positive growth. Five, among different gender, age, occupation, education and living area population statistics in the satisfaction variables are significant differences. Sixth, the results found in different consumer motivation, assessment criteria, transport mode, traffic time, consumer partners, consumer involvement, consumption amount, consumption habits, willingness to buy and repeater behavior are significant differences. Seventh, different age, professional and educational attainment three demographic variables with the six consumer behavior of consumer motivation, information source, travel time, consumption amount, consumption habits and willingness to buy , such as consumer lifestyles in the two clusters to achieve significant differences in distribution. Based on the results of this study found that recommendations made to provide government authorities Sports Center and the Taipei Nangang Sports Center for the strengthening and improvement of concrete proposals, so that the public can have a better sports facilities.