室內游泳池消費者體驗行銷與購後行為研究－以南投縣草屯鎮活水健泳中心為例

A Study of Exceptional Marketing and post-purchase Behavior of Indoors Swimming Pool Consumers: A Case Study of Living Water and Health Center

10.29596/BGYY.201008.0020

徐永億(Young-Yi Shu)；徐俊雄(Chun-Hsiung Shu)；葉芓伶(Tz-Ling Ye)

室內游泳池 ； 體驗行銷 ； 購後行為 ； indoors pool ； experiential marketing ； behavioral consequences

運動知識學報

7期（2010 / 08 / 01）

214 - 228

繁體中文

本研究主要目的在於：一、探討活水健泳中心消費者不同人口統計變項在體驗行銷與購後行為的差異情形。二、分析活水健泳中心消費者的體驗行銷對購後行為的相關情形。以活水健泳中心消費者為對象，採便利抽樣方式，抽取130人，進行問卷調查研究。以徐永億(2007)「室內游泳池消費者體驗行銷與購後行為量表」為研究工具。使用統計方法包括：以獨立樣本t檢定來分析性別及婚姻等不同人口統計變項在體驗行銷與購後行為因素的差異情形；以單因多變量分析來分析年齡、教育程度與月收入等不同人口統計變項在體驗行銷與購後行為因素的差異情形；以典型相關分析探討體驗行銷與購後行為因素之相關情形。獲得以下結果：1.男性比女性消費者更同意在「感官體驗」與「行動體驗」之認知。2.已婚比未婚的消費者更同意在「情感體驗」之認知。3.51歲以上比30歲以下之消費者更同意在「感官體驗」的認知。4.大專院校比高中職以下之消費者更同意在「行動體驗」的認知；碩士學歷比大專學歷以下之消費者更同意在「思考體驗」的認知。5.男性比女性之消費者更同意在「忠誠度」之認知。6.已婚比未婚之消費者更同意在「忠誠度」之認知，但未婚比已婚之消費者更同意在「負向抱怨」的認知。7.31-40歲、41-50歲與51歲以上之消費者均比20歲（含）以下之消費者更同意在「負向抱怨」的認知。8.大專院校比高中職以下之消費者更同意在「正向推薦」的認知；碩士以上比大專院校以下的消費者更同意在「負向抱怨」的認知。9. 40000元以下的消費者比月收入60000元以下的消費者更同意在「負向抱怨」的認知。10.活水健泳中心消費者的體驗行銷與購後行為各因素間，五個預測變項，主要透過三個典型因素影響到效標變項。

The purposes of the study were: (1) to investigate the differences of exceptional marketing and post-purchase behavior among different demographic variables of Yo-Yo Health & Swimming Center's consumers; (2) to analyze the relationship between exceptional marketing and post-purchase behavior of Yo-Yo Health & Swimming Center's consumers. The subjects were 130 Yo-Yo Health & Swimming Center’s consumers which were selected through convenience sampling. The survey instrument was ”Exceptional Marketing and Post-purchase Behavioral Scale of Indoor Swimming Pool Consumers” developed by the researcher of this study in 2007. Independent t-test was applied to test the differences of exceptional marketing and post-purchase behavior between different sexual and marital status; one factor multivariate analysis was used to test the differences of exceptional marketing and post-purchase behavior among different variables such as age, educational background, and income; canonical correction analysis was applied to realize the relationship between exceptional marketing and post-purchase behavior of Yo-Yo Health & Swimming Center's consumers. The findings of this study suggested: (1) male consumers have stronger identification than female consumers both on ”sensual experience” and ”physical experience”; (2) the married consumers have stronger identification than the unmarried on ”emotional experience”; (3) consumers who are older than 51 have higher identification than those who are under 30 on ”physical experience”; (4) consumers with a college degree or higher have stronger identification than those who with a high school degree or less on ”physical experience”; (5) male consumers have stronger identification than female consumers on ”loyalty”; (6) the married consumers have stronger identification the unmarried on ”loyalty”; however, the unmarried have stronger identification than the married on ”negative compliance” (7) consumers who are older than 30 have higher identification than those who are under 20 on ”negative compliance”; (8) consumers with a college degree or higher have stronger identification than those who with a high school degree or less on ”positive recommendation”, while consumers with a master or higher degree have stronger identification than those who with a high school or less degree on ”negative compliance”; (9) consumers with income less than 40000 NT dollars have stronger identification than those who with income more than 60000 NT dollars on ”negative compliance”; (10) the five predictive variables and response variables between exceptional marketing and post-purchase behavioral factors were mainly affected by three canonical factors.