臺中地區私人排球場館服務品質與再購意願之研究－以主觀幸福感為中介變項

Abstract

本研究旨在探討探討臺中地區私人排球場館消費者組成背景及其服務品質、主觀幸福感與再購意願之現況，同時瞭解臺中地區私人排球場館之服務品質、主觀幸福感與再購意願之相關性，以及主觀幸福感對於服務品質與再購意願間的中介效果。本研究調查時間為 2025 年 2 月至 4 月，並且以臺中地區十二家私人排球場館顧客作為研究對象，透過問卷調查的方式，最後回收 430 份問卷，有效問卷共 418 份，有效問卷率為 97.2%。本研究發現：(一)本研究參與者多為大專院校學歷之二十一歲以上至三十歲男性，平均每月使用球館頻率為2-3次為主，且球齡為8年以上者居多。顯示至臺中地區私人排球場館場館之組成多以球齡較久的年輕人、具高學歷且具規律運動習慣之消費者。(二)臺中地區私人排球場館在提供穩定、一致且令人信賴的服務表現上深獲消費者肯定，不僅提供消費者良好的服務，同時提升其正向情緒，有效促進消費者持續消費。(三)臺中地區私人排球場館服務品質與主觀幸福感呈顯著正相關，即服務品質認同程度愈高，主觀幸福程度也較高；另外，服務品質與再購意願亦呈現顯著正相關，表示服務品質愈高時，再購意願也越高。(四)臺中地區私人排球場館主觀幸福感對服務品質與再購意願之中介效果不明顯，反映出消費者再購意圖可能較多受到服務品質本身的直接影響，而非心理層面的感受所驅動。由以上研究結果所述，本研究建議未來經營者可以針對主要客群進行精準行銷與服務設計，並提升消費者的心理滿足與情感連結，促使顧客對場館產生更高地黏著度。This study aims to investigate the demographic background of consumers at private volleyball venues in Taichung and to examine the current status of service quality, subjective well-being, and repurchase intention. In addition, it explored the correlations among service quality, subjective well-being, and repurchase intention, as well as the mediating effect of subjective well-being on the relationship between service quality and repurchase intention. The data were collected from February to April 2025 through a questionnaire survey targeting customers of twelve private volleyball venues in Taichung. A total of 430 questionnaires were distributed, with 418 valid responses, yielding a valid response rate of 97.2%. This study found that: (1) The majority of participants were male, aged between 21 and 30, with a college or university-level education. Most reported a playing frequency of 2–3 times per month and had over eight years of volleyball experience. This indicates that private volleyball venue users in Taichung are primarily highly educated, young individuals with regular exercise habits and considerable playing experience. (2) The venues were highly rated in terms of service quality, particularly for providing consistent, reliable, and trustworthy services, which not only fostered consumer satisfaction but also enhanced their positive emotions and willingness to continue using the service. (3) A significant positive correlation was found between service quality and subjective well-being, as well as between service quality and repurchase intention. Consumers with higher recognition of service quality reported greater subjective well-being and stronger repurchase intentions. (4) However, subjective well-being did not show a significant mediating effect between service quality and repurchase intention. This suggests that consumers’ intentions to repurchase are more directly influenced by service quality itself rather than by psychological or emotional factors. Based on the findings, this study suggests that venue operators should develop precision marketing and service strategies targeting the core demographic, while also enhancing psychological satisfaction and emotional connection to strengthen consumer loyalty toward the venues.