圍棋參與者消費行為與休閒效益之研究--以大學及高中圍棋社社員為例

Abstract

中文摘要

本研究目的在探討大學及高中圍棋社社員之個人背景變項，消費者行為及休閒效益之特徵，比較不同背景變項之消費者行為及休閒效益有無顯著差異，消費者行為與休閒效益之相關情形。於2007年4月20日至5月22日施測760份，回收625份，有效樣本594份，有效問卷率達78.2%。主要發現： 一、不同性別之圍棋參與者對「消費習慣」、「消費頻率」、「消費時間」及「購後行為」均達顯著水準，顯示女性有較大消費成長空間，建議擬定針對女性訴求之圍棋推廣策略。 二、不同圍棋學習管道之圍棋參與者對「消費習慣—消費場地」、「消費時段」、「消費頻率」、「消費時間」、「消費金額」及「消費涉入—其他休閒活動之大眾媒體類、個人嗜好類」均達到顯著水準。 三、不同圍棋棋齡圍棋消費者對「消費場地」、「消費時段」、「消費頻率」、「消費時間」及「消費金額」達到顯著水準。 四、不同棋力圍棋參與者對「消費場地」、「消費時段」、「消費頻率」、「消費時間」及「消費金額」、「消費涉入」均達到顯著差異。 五、不同圍棋棋齡之圍棋參與者對「生理效益」、「心理效益」、「社交效益」、「教育效益」、「自我實現效益」及「整體休閒效益」均達顯著水準。 六、不同圍棋棋力之圍棋參與者對「心理效益」、「社交效益」、「教育效益」、「自我實現效益」及「整體休閒效益」均達顯著水準。 七、不同教育程度之圍棋參與者對「心理效益」、「教育效益」、 「自我實現效益」及「整體休閒效益」均達顯著水準。 八、消費者行為（消費涉入、購後行為）與休閒效益進行相關分析發現，除「消費涉入—曾經購買幾本圍棋書籍」與休閒效益未達顯著相關外，其餘各項均為正相關，並達極顯著水準（p＜.001）。 九、消費者行為之「消費頻率」、「消費時間」、「消費金額」、「消費涉入」及「購後行為」與整體休閒效益關係，均呈現「正相關」，且皆達極顯著水準（ p＜0.001）。Abstract

The paper assesses whether there is any significant difference in the consumer behavior amongst the senior high and college students, who are currently participating in the game of Go, in various demographic groups. The questionnaires were disseminated to contestants in the senior high and college game of the Go matches between the period of 4/20/2007 and 5/22/2007. The research was based on the random sampling method amongst the contestants. 760 questionnaires were distributed and 625 copies were returned to us. Among the 625 questionnaires, 594 of them are valid, which results in 78.2% efficiency in this study. The results are summarized as follows: 1. There are significant differences in consumer behavior, consumption frequency, consumption time and post-purchase consumer behavior between females and males. Based on the results from this study, there still exists a lot of room to grow the population of female consumers in this market. Therefore, we propose to tailor a series of promotional campaigns toward female consumers. 2. There are significant differences in consumer habit, consumption time, consumption frequency, consumption period, consumption amount, and involvement in other leisure activities among consumers who participate in the game through different learning methods. 3. There are significant differences in consumption venue, consumption time, consumption frequency, consumption period, consumption amount and consumer’s involvement in other leisure activities among consumers at different ages. 4. There are significant differences in consumption venue, consumption period, consumption frequency, consumption period and consumption amount among consumers possessing different capability of the game. 5. There are significant differences in physical benefit, mental benefit, social benefit, educational benefit, self fulfillment benefit and overall leisure benefit among consumers at different ages. 6. There are significant differences in mental benefits, social benefits, educational benefit, self fulfillment and overall leisure benefit among consumers possessing different capability of the game. 7. There are significant differences on mental benefit, educational benefit, self fulfillment benefit and overall entertainment benefit among consumers with different educational backgrounds. 8. The study also shows that there is no significant correlation between the number of Go of game books purchased and the relaxation benefit. However, there are positive correlations among all other variables at significant levels (p<0.01). 9. There are highly-significant positive correlations between consumption frequency, consumption period, consumption amount, consumption involvement and post-purchase consumer behavior, and overall leisure benefit (p<0.001).