臺灣北部地區馬術運動消費者生活型態與消費者行為之研究

dc.contributor 朱文增 zh_TW
dc.contributor Wen-Tseng Chu en_US
dc.contributor.author 康來誠 zh_TW
dc.contributor.author Lai-Cheng Kang en_US
dc.date.accessioned 2019-09-05T12:10:07Z
dc.date.available 2006-8-1
dc.date.available 2019-09-05T12:10:07Z
dc.date.issued 2006
dc.description.abstract 摘 要 本研究旨在探討臺灣北部地區馬術運動消費者生活型態與消費者行為的關係。本研究目的為瞭解馬術運動消費者的人口統計變項特徵、生活型態、消費者行為、比較不同人口統計變項之馬術運動消費者的生活型態、比較不同人口統計變項之馬術運動消費者的消費者行為、探討不同生活型態之馬術運動消費者的消費者行為相關情形。於2006年5月1日至14日至10家馬場實施問卷調查,每家馬場發放52份問卷,共計發放520份問卷,經刪除填答不完全的問卷後,有效問卷428份,有效問卷率82.3%。完成問卷調查後,將有效問卷加以編碼、登錄,利用統計套裝軟體進行統計處理。配合本研究目的,並考慮資料特性,採用平均數、標準差、次數分配、卡方(χ2)考驗、t檢定、因素分析、集群分析、區別分析、單因子變異數分析等統計方法處理。 其研究結果如下: 一、不同人口統計變項之馬術運動消費者的生活型態,除了性別變項外,其餘皆達到顯著差異,拒絕研究假設一。 二、不同人口統計變項之馬術運動消費者的消費者行為達顯著差異,拒絕研究假設二。 三、不同生活型態之馬術運動消費者的消費者行為達顯著差異,拒絕研究假設三。 根據本研究結論,針對臺灣北部地區馬術運動消費者之人口統計變項 、消費者行為、人口統計變項對消費者行為的影響、生活型態對消費者行為的影響及爾後研究方向等5方面提出建議,提供馬術運動場管業者與後續研究參考。 關鍵字:馬術、馬術運動消費者、生活形態、消費者行為 zh_TW
dc.description.abstract Abstract This purpose of this study is to understand the relationship between horsemanship consumer’s lifestyle and behavior in North Taiwan. This research purpose is to understand the population statistic variables feature, lifestyle and consumer behavior of horsemanship consumers. We also compare the behavior and lifestyle in different personal background to find out the relation between them. We distributed 520 questionnaires in 10 different horsemanship clubs from May 1st to May 14th, 2006. After deleted invalid questionnaires, there are 428 valid questionnaires and valid rate is 82.3%. Data obtained was analyzed by Average, Standard difference, χ2 test, t-test, factor analyze, group analyze and one-way ANOVA. The result lists down below: 1.Except gender variable, rest of the variables of horsemanship consumer’s lifestyle in different personal background show obvious differences. Study’s hypothetical 1 denied. 2.The variables of horsemanship consumer’s consumer behavior in different personal background show obvious differences. Study’s hypothetical 2 denied. 3.The variables of horsemanship consumer’s consumer behavior in different lifestyles show obvious differences. Study’s hypothetical 3 denied. According to the result of the study, suggestions were provided to horsemanship club owner and further study which based on five different aspects, including population statistic variable of horsemanship consumer in north Taiwan, consumer behavior, the influence causes by population statistic variable to consumer behavior, the influence of consumer behavior which causes by different lifestyle and the direction for future study. Keyword: Horsemanship, equestrian consumer, lifestyle, consumer behavior en_US
dc.description.sponsorship 運動休閒與餐旅管理研究所 zh_TW
dc.identifier GN0093132017
dc.identifier.uri http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0093132017%22.&%22.id.&
dc.identifier.uri http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/107440
dc.language 中文
dc.subject 馬術 zh_TW
dc.subject 馬術運動消費者 zh_TW
dc.subject 生活型態 zh_TW
dc.subject 消費者行為 zh_TW
dc.subject Horsemanship en_US
dc.subject equestrian consumer en_US
dc.subject lifestyle en_US
dc.subject consumer behavior en_US
dc.title 臺灣北部地區馬術運動消費者生活型態與消費者行為之研究 zh_TW
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