臺北市跆拳道館學員消費動機與消費行為及滿意度之探討

Abstract

本研究目的在於了解臺北市跆拳道館學員背景、消費動機、消費行為與滿意度情況，並探討不同背景的學員其消費動機、消費行為與滿意度有無差異？再進一步探討消費動機，消費行為與滿意度之間相關性。研究採用問卷調查法，使用「跆拳道館學員消費動機與消費行為及滿意度之研究問卷」，針對臺北市跆拳道館學員進行抽樣問卷調查。問卷先行預試，預試共回收有效問卷104份，即進行項目分析、因素分析、信度分析與專家審視才編定為正式問卷。正式問卷共回收有效問卷852份，資料彙整與分析後結果發現：一、臺北市跆拳道館學員男性多於女性，年齡集中在6-12歲，就學階段以國小階段最多，學習年資多在1-2年，每週練習次數以2次最多，一週中最想練習期日依序為週六、週五、週三，每次練習時間多為81-90分鐘，每次最想練習時段為18時-20時，61.5％的學員目前無停止練習的想法。學員加入道館的訊息來源最多的為道館招牌，選擇本道館練習的原因以師資優良最多。學員之參與動機最高的題項為「增強體適能」，滿意度最高的題項為「教練能有效的提升我跆拳道技能」，最不滿意的為場地設施。二、不同性別的學員在消費動機沒有差異；不同年齡層、就學階段、學習年資的學員在消費動機則有差異。三、不同性別的學員在消費行為中的每週練習次數、每次練習時間沒有差異；不同年齡層、就學階段、學習年的學員在每週練習次數與每次練習時間的行為則有差異。四、不同性別、學習年資的學員在滿意度有差異；不同年齡層、就學階段的學員在滿意度則沒有差異。五、學員的消費行為中的練習次數、練習時間與消費動機有正相關；學員的練習次數與滿意度有正相關，練習時間則與滿意度無相關；消費動機與滿意度有正相關。

The purpose of this research was to explore the students’ background, behavior, and motivations of consumption in Taekwondo training clubs in Taipei. This research also compared the variances and correlations of the motivation, behavior, and satisfaction between the students with different backgrounds. The objects of this study were Taekwondo students in Taipei’s training clubs. An adapted version of questionnaire entitled “A Research of Motivation, Behavior, and Satisfaction of Consumption of Taekwondo Students” was distributed to the students. A pretest on the basis of this questionnaire was proceeded and a total of 104 responses were collected. The formal questionnaire was completed after item analysis, factor analysis, reliability analysis, and experts’ evaluation. A total of 852 valid responses to the formal questionnaire were collected. All the collected materials were analyzed and the following findings were obtained. 1. In terms of gender differences, there were more male students than female. As to age group, the majority were 6-12 year olds from elementary schools. Most of them had been trained for one to two years. The majority practiced two times per week and the most wanted practicing days were Saturday, Friday, and Wednesday. Every training session took 81 to 90 minutes. The most wanted practicing time was from 18:00 to 20:00. 61.5% of the total respondents had no intention to quit Taekwondo training. Most students learned the club names through advertisement. For the students, the primary reason of joining and staying with the clubs was the availability of quality coaches. The primary participation motivation was “increasing physical fitness.” With regard to consumer satisfaction, the most stated positive element was “effective training and coaching to enhance the improvement of Taekwondo skill” and the most negative element was “space and facility.” 2. There was no obvious difference in participation motivations between male and female students. However there was distinct difference in participation motivations in terms of age, school years, and years of training. 3. There was no distinct difference in consuming behavior in terms of number of practicing time and practicing hours between different genders. However, there was obvious difference in number of practicing time and practicing hours between different age, school years, and years of training. 4. With regard to consumer satisfaction, there was distinct difference between different genders and different years of learning. However, there was no obvious difference in consumer satisfaction between different age and different school years. 5. There was positive correlation between the number of practicing time, practicing hours, and participation motivation in consumer behavior. Also there was positive correlation between the number of practicing time and consumer satisfaction. However, there was no correlation between practicing hours and consumer satisfaction. Positive correlation between motivation and satisfaction in consumption was found in this research.