舞蹈才藝班消費者行為之研究－以苗栗姍姍舞韻中心為例

Constructing Model of Dancing Class Customers' Behavior-A Case Study of Customers for Miaoli Shan-Shan Dance Class

10.30133/BLIR.200809.0004

詹雅瑜(Ya-Yu Chan)；梁家祜(Joy Chia-Huh Liang)；傅玉琴(Yu-Chin Fu)

舞蹈才藝班 ； 動機 ； 阻礙 ； 滿意度 ； Dancing Class ； Motivation ； Constraint ； Satisfaction

生物與休閒事業研究

6卷2期（2008 / 09 / 01）

57 - 75

繁體中文

本研究目的在於了解不同家長對孩童參加舞蹈才藝班之動機、阻礙、重視度、滿意度之間之關係。本研究以苗栗姍姍舞韻中心舞蹈才藝班之家長為發放對象，採用便利抽樣，共回收346份有效問卷。研究結果發現(1)不同社經背景之受訪家長對苗栗姍姍舞韻中心之動機、阻礙亦不同；(2)受訪家長之動機大部分遠高於阻礙；(3)受訪家長之動機、重視度與滿意度呈正相關；(4)受訪家長對苗栗姍姍舞韻中心之重視度高於滿意度。本研究最後提出行銷與管理策略，以做為業者經營其舞蹈才藝班之參考。

The objective of this research is to understand how motivations, constraints, importance and satisfaction of the parents impact sending their children to dance class. The sample for this study is parents of students in classes of Miaoli Shan-Shan Dancing. Using convenience sampling 346 valid questionnaires were obtained. This research finds: (1) parents with different demographic backgrounds have different motivations and constraints; (2) a parent's motivation to send a child to the dance class overcomes constraints; (3) parents' motivation, importance and satisfaction are positively correlated; (4) parents' importance scores tend to exceed their satisfaction rating. Based on the above findings, this study develops marketing and management strategies for the dancing class owners.