休閒專業化程度對產品購買意願之影響

The Relationship between Recreational Specialization and Purchase Intention

10.30163/BR.200806.0004

蘇奉信(Feng-Hsin Su)；彭崑展(Kun-Chan Peng)

休閒專業化 ； 登山 ； 裝備 ； 購買意願 ； recreational specialization ； mountaineering ； equipment ； purchase intention

文大商管學報

13卷1期（2008 / 06 / 01）

47 - 64

繁體中文

本研究問題是探討消費者休閒專業化(recreational specialization)對相關休閒裝備產品購買意願之影響。過去文獻少有直接探討休閒專業化程度是否會影響消費者對活動相關裝備的購買意願，進一步驗證這個關係，將有助於瞭解休閒活動參與者的消費行為。本研究採用問卷調查法，針對台灣及北美地區過去一年曾參與登山活動者進行資料蒐集，並採用Scott and Shafer(2001)提出的休閒專業化模型，來衡量消費者的休閒專業化程度。依據驗證性因素分析結果顯示，休閒專業化模型具有一定的信度及建構效度。另外在假說檢定方面，本研究則採用迴歸分析來檢測消費者休閒專業化程度對相關裝備購買意願之影響，研究結果顯示存在顯著之正向影響。

This study empirically examines the effect of recreational specialization on consumer's purchase intention of equipment. The author suggests the level of specialization may positively effect consumer's purchase intention of equipment. Examining this relationship may help researchers to better understand the recreationist's consumer behavior. Questionnaire was used to collect data from people who had gone mountaineering in the last year in Taiwan and North America. The three-dimensional model of recreational specialization developed by Scott and Shafer in 2001 was adapted. The reliability and structure validity were confirmed by confirmatory factor analysis. The hypothesis was tested by regression. The results of the study support the positive effect of recreational specialization on consumer's purchase intention of equipment.

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