高雄市撞球運動消費者生活型態與購買決策之研究

Abstract

高雄市撞球運動消費者生活型態與購買決策之研究

摘 要

本研究旨在探討高雄市撞球運動消費者生活型態以及購買決策(購買需求、訊息來源、評估準則、購買地點、購後滿意度)的情形。本研究以高雄市撞球委員會網站所登錄71間撞球場館中進行撞球消費的民眾為研究對象，採問卷調查，發出540份問卷，有效樣本數共470份。所蒐集之資料經描述統計、因素分析、t 考驗、單因子變異數分析、皮爾遜積差相關等統計方法進行資料分析。本研究結果如下： 一、高雄市撞球運動消費者生活型態，經因素分析結果，為「媒體資訊」、「多采多姿」、「家庭取向」、「金錢取向」四個構面。 二、購買決策 （一）購買需求 高雄市撞球運動消費者在撞球運動購買需求最重視前三項分別為「為了放 鬆心情紓解壓力」、「為了培養運動興趣」、「為了學習撞球運動的知識 與技術」。 （二）訊息來源 高雄市撞球運動消費者在撞球運動訊息來源最重視前三項分別為「過去消 費經驗」、「口碑」、「網路」與「體育運動頻道」。 （三）消費地點類型 高雄市撞球運動消費者最常在「單一式球場」消費。 （四）評估準則 高雄市撞球運動消費者在撞球運動購買需求最重視前三項分別為「空氣的 品質」、「環境的整潔衛生」、「服務人員態度良好」 （五）消費後滿意的程度 高雄市撞球運動消費者在消費後滿意的程度前三項分別為「消費地點的交 通便利性」、「服務人員態度良好」及「活動空間的大小」。 三、不同年齡、婚姻狀況 、平均收入/零用錢、每週打球次數、每次打球時間高雄市撞球運動消費者，在生活型態上有顯著差異。 四、背景變項與購買決策之單因子變異數分析 1.購買需求：研究結果發現，在不同性別、婚姻、打球次數、打球時間有顯著差異。 2.資訊來源：研究結果發現，在不同性別、婚姻、打球次數、打球時間有顯著差異。 3.購買地點：研究結果發現，在不同教育程度有顯著差異。 4.評估準則：研究結果發現，在不同性別、婚姻、每月收入/零用錢 、每月可支配休閒費用、打球時間有顯著差異。 5.滿意度：研究結果發現，在不同性別、職業、婚姻有顯著差異。 五、高雄市撞球運動消費者生活型態與購買決策之間有相關存在。

The Study of the Lifestyle and Purchasing Decision of Billiard Consumers in Kaohsiung City.

Abstract

The purpose of this study was to examine the lifestyle and purchasing decision of billiard consumers in Kaohsiung city. The subjects were the billiard consumers in 71 billiard rooms that registered at Kaohsiung Billiard Commission. 540 questionnaires were destributed and 470 questionnaires were valid. The collected data were analyzed by descriptive, factor analysis, t-test, and independent sample one-way ANOVA and Pearson correlation. The major findings were as follows:

1. The lifestyle of billiard consumers in Kaohsiung city was concluded by factor analysis as “media information”, “colorful dimension”, “family dimension”, and ”money dimension”.

2. Purchasing decision. (1) Purchasing demand: the billiard consumers attached importance to “to relaxing the mood”, “to cultivating athletics hobby”, and “to learning the knowledge and technique”. (2) Information sources: the billiard consumers attached importance to “post-purchasing experience”, ”word-of-mouth”, “internet”, and “sport’s channels”. (3) Purchasing location: the billiard consumers often played in simplex billiard room. (4) Evaluative criteria: the billiard consumers attached importance to “air-quality”, “sanitary surroundings”, and “service attitude”. (5) Post-purchasing satisfaction: the billiard consumers attached importance to “location and convenience”, “service attitude”, and “the size of billiard rooms”.

3. The ages, marriages, income/pocket money, and frequency and hours of playing billiard variable significantly affected lifestyles of billiard consumers in Kaohsiung city.

4. Different backgrounds and the purchasing decision of independent sample one-way ANOVA. (1) Purchasing demand: the result showed that gender, marriages, frequency and hours of playing billiard were variable significantly. (2) Information sources: the result showed that gender, marriages, frequency and hours of playing billiard were variable significantly. (3) Purchasing location: the result showed that education was significant. (4) Evaluative criteria: the result showed that gender, marriages, income/pocket money, expense of leisure time, and hours of playing billiard were significant. (5) Post-purchasing satisfaction: the result showed that gender, job, and marriages were significant.

5. There were correlations between the lifestyle and purchase decision of billiard consumers in Kaohsiung city.