雙北地區運動酒吧消費者休閒動機與休閒效益及滿意度之研究

Abstract

本研究旨在探討運動酒吧消費者休閒動機、休閒效益與滿意度之關係。參考國內外休閒動機、休閒效益與滿意度之相關文獻，編製出「雙北地區運動酒吧消費者休閒動機、休閒效益與滿意度問卷」。問卷經預試與修改後，於結果顯示良好信度。透過GOOGLE雲端問卷，採取立意抽樣的方式進行發放，總計共回收462份問卷，扣除六個月內未去過運動酒吧之問卷32份，有效問卷數為430份。問卷回收後，以描述性統計、獨立樣本t檢定、單因數變異數分析及皮爾森積差相關分析等統計方法進行分析。所得研究結果如下： 一、運動酒吧消費者以男性、未婚、年齡介於31歲~35歲之間、學歷為大專院校以上、職業為一般白領工作者、收入約40,001~50,000元之間及60,001元以上比例較高。 二、運動酒吧消費者具良好休閒動機、休閒效益及滿意度感受，並且均會因年齡、婚姻、教育程度、就業情形和平均月收入的不同，進而有不同的感受。 三、休閒動機、休閒效益及滿意度各構面皆呈現正向相關性，又以「放鬆與互動」及「交誼放鬆效益」、「放鬆與互動」及「環境滿意度」、「心理成長效益」及「服務滿意度」呈現中度以上正相關。 本研究藉由量化研究方法，針對雙北地區的運動酒吧消費者進行探究，建議未來可加入質性研究的方法，並將研究地點擴大至全台灣的運動酒吧消費者，使其研究更具廣度和深度，以幫助運動酒吧及相關業者經營及推廣。

The purpose of the study was to explore the relationship among leisure motivation, leisure benefits and satisfaction of sports bar consumer. Relevant literature was reviewed, and a questionnaire was prepared, the validity analysis of which was conducted by experts and scholars to establish the items of each scale of the questionnaire for pre-testing. After the questionnaire was pre-tested and revised, the result showed good reliability. A total of 462 questionnaires were distributed, applying simple random sampling. The exclusion of 32 invalid questionnaires resulted in a total of 430 complete and valid ones. After the questionnaires were collected, a series of statistical analysis were performed, inclusive of descriptive statistics, independent-sample t-test, One-way ANOVA and Pearson's correlation analysis. The results were as follows: Frist, the sports bar consumers chiefly of single males. A large part of them were between the age of 31 to 35, bachelor’s degree or above level, mainly worked as white-collar worker, and mostly with an income of 40,001NTD~50,000NTD and beyond 60,000NTD. Second, the sports bar consumers appeared to have good leisure motivation, leisure benefits and satisfactions, whose feelings differed depending on age, marriage status, the education level, occupation and income, Third, the three dimensions, leisure motivation, leisure benefits and satisfactions, all show a moderately positive correlation with one another. Furthermore, there were also high positive correlations between "relaxation and interaction" and "social-relaxation benefits”, "relaxation and interaction" and "restaurant accommodation", "Psychological-education benefit " and "service ". In this study, we targeted specifically the sports bar consumers in Taipei and New Taipei City by means of quantitative research. For future studies, a case study research could be added, and it is recommended that researchers expand the research target to participants of different cities to make the research more effective and to promote sports bar throwing as a leisure activity.