大台北地區高爾夫球友之高爾夫參與行為及對球場服務品質重視程度研究

Abstract

本研究目的在探討大台北地區高爾夫球友之人口特徵、參與現況及對球場服務品質重視程度情形。以問卷調查法進行資料收集，共發出300份問卷，共有效回收240份，有效回收率80%。以次數分配、百分比、平均數及標準差，描述球友人口特徵、參與行為及球場服務品質重視程度情形。以卡方檢定(chi-square test)探討球友人口特徵在參與行為之差異﹔以t-test、單因子變異數分析(One Way ANOVA)探討不同人口特徵及參與行為在服務品質重視程度上之差異。本研究結果如下﹕ 一、 人口特徵：以中年男性、大專以上高教育程度、個人每月平均收入介於5萬~10萬元之間、職業為高級專業或行政人員為多數。 二、高爾夫參與現況﹕受試者多數每月平均擊球頻率3次以下、擊球同伴為朋友或同事、每次擊球總花費為3,000元以下、平均差點(handicap)16~25、參加球隊、無會員證、球場訊息來源以「專業雜誌」及「親戚朋友口碑」佔多數。 三、主要參與動機為「休閒娛樂」及「健康體能」因素。球場評估準則為「球場球道設計與維護良好」及「價格收費合理」兩因素為主。球場服務品質重視度以「時間與人數掌控」及「球場安全設施」因素最高。 四、人口特徵之不同性別、年齡、每月平均收入及社經地位在參與行為、參與動機及評估準則上有顯著差異。其中，不同社經地位之參與動機皆未達顯著差異。 五、人口特徵在球場服務品質重視程度皆未達顯著差異。 六、參與行為在球場服務品質重視程度上只有「每次平均擊球總花費」、「擊球歷史」、「參加球隊與否」等變項達顯著差異。

關鍵詞﹕高爾夫、參與行為、參與動機、評估準則、服務品質。Abstract This study aims to examine the participation behavior of the golf players in the Taipei region and their assessment of golf courses in the context of demographic variables. Out of 300 questionnaires collected, 240 valid ones were processed and analyzed by Descriptive Statistics, Chi-square Test, and one-way ANOVA. The results are as follows: 1. The majority of the golf players are male, middle-aged, and higher educated. They are mostly salaried professionals as well as employees in administrative or clerical positions with an average monthly income of 50,000--100,000 NT dollar. 2. Most of them play less than three times a week, accompanied by their colleagues or friends, and with an average expenditure under 3.000 NT each time. Most do not own club membership and their course handicap averages from 16 to 25. 3. Most golfers play for entertainment as well as for health and fitness. The main considerations when choosing a golf course are good course design, regular maintenance, and reasonable rates. 4. Significant differences are found on participation behavior, participation motive, and course assessment in the players’ sex, age, monthly income, and social status. 5. No significant differences are found on the assessment of the course service quality in demographic variables. 6. As for the variables concerning participation behavior, there are significant differences on average expenditure, personal golfing background, and team membership in the assessment of the course service quality.

Keywords: Golf, Participation Behavior, Participation Motive, Golf Courses Assessment , Service Quality