銀髮族高爾夫球具消費行為之研究

A Study of Consumer Behavior of the Seniors on Golf Club

10.6214/JSRM.200812_5(2).0004

李世昌(Shish-Chang Lee)；呂謙(Chien Lu)

銀髮族 ； 高爾夫球具 ； 消費行為 ； the seniors ； golf club ； consumer behavior

運動休閒管理學報

5卷2期（2008 / 12 / 01）

44 - 59

繁體中文

本研究之目的在於探討銀髮族群與一般族群在高爾夫球具消費行為之交互作用，因素分析與二因子多變量變異數分析運用於資料之統計分析。研究結果顯示銀髮族群與一般族群所佔比例相差不多，大專院校教育程度與月收入60,001-90,000元所佔比例較高、北部地區、中部地區與南部地區所佔比例相差不多，曾經購買過高爾夫球具次數以4-6套所佔比例較高，曾經購買過高爾夫球具的價位以30,000元以下居多數，每月到高爾夫球場與練習場擊球次數在3次以下所佔比例最高。銀髮族群比一般族群更同意在「資訊」與「功能價值」的觀點，碩士以上比高中職以下與大專院校教育程度之民眾更同意在「社會價值」的認知，月收入90,001元以上的民眾比60,000元以下的民眾更同意在「功能價值」的看法，均達顯著差異。同樣均是購買過高爾夫球具7-9套的次數當中，銀髮族群比一般族群更同意在「資訊」與「社會價值」的觀點，購買過高爾夫球具4-6套與7-9套的銀髮族群均比購買過高爾夫球具10套以上的銀髮族群更同意在「資訊」與「購買環境」的觀點，購買過高爾夫球具4-6套的一般族群比購買過高爾夫球具7-9套的一般族群更同意在「資訊」的認知，均達顯著交互作用。建議高爾夫球具相關產業注意購買能力較強的銀髮族群之消費行為，多多傳達相關的資訊與高爾夫球具的功能訴求，促進購物環境與服務人員的親切服務，就能夠提升銀髮族群高爾夫球具之消費行為。

The purpose of this study was to discuss the interactions of consumer behavior on golf club between the seniors and other groups. Factor analysis and Two-way MANOVA were exercised in data analysis. The results indicated that the numbers of the elder respondents and other groups were at about the same proportion. Respondents were averagely located in North of Taiwan, Middle of Taiwan and South of Taiwan. Most respondents were college graduate, made between NT＄60,001 to 90,000 monthly, have bought 4-6 sets of golf club, have owned golf club worth of less than NT＄30,000, and played golf under 3 times per month. The seniors were more agreeable with ”information” and ”function value” than other groups. Participants who had master degree or above would rather agree with ”social value” than participants who graduated from high school or below and had college degree. Participants had monthly income of NT＄90,001 or above were more consent to ”function value” than those had monthly income of NT＄60,000 or less. These results were attained to significant difference. Among those who have bought 7-9 sets of golf club, the seniors were more agreeable with ”information” and ”social value” than other groups. The seniors who have purchased 4-6 sets of golf club and 7-9 sets respectively were both more agreeable with ”information” and ”shopping environment” than those have bought 10 or more sets. Among other groups, respondents who have purchased 4-6 sets of golf club were more agreeable with ”information” than those who have bought 7-9 sets. These outcomes were attained to significant interactions. It is suggested that golf club related industry target the consumer behavior of the seniors with more powerful purchasing capability. Management shall relay information relevant with golf and function of golf club as much as possible to the senior groups, improve shopping environment and offer sincere service in order to promote consumer behavior of the seniors on golf club.

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