大專生學參與休閒獨木舟活動體驗價值、滿意度與忠誠度之研究

The Research of Recreation Canoe Activity Value, Satisfaction and Loyalty in College Students

王月鶯(Yueh-Ying Wang)；徐永億(Yung-Yi Hsu)

休閒獨木舟 ； 體驗價值 ； 忠誠度 ； recreation canoe ； experience value ； loyalty

運動健康休閒學報

6期（2015 / 04 / 01）

228 - 240

繁體中文

本研究主要目的為：一、了解大專學生參與休閒獨木舟體驗活動體驗價值、滿意度與忠誠度。二、比較不同背景變項受試者各變項的差異情形。三、分析體驗價值對滿意度及忠誠度的影響。以南開科技學102、103學年度一至四年級曾經參與休閒獨木舟體驗活動同學為研究對象，採便利抽樣方式，抽取210人為受試者。以自編「大專學生參與休閒獨木舟活動體驗價值量表」為工具。使用描述性統計分析、獨立樣本T檢定（T-Test）檢定、單因子變異數分析（One-Way ANOVA）等統計方法。獲得結果如下：1.受試者的體驗價值、滿意度與忠誠度的得分在3.73〜4.36之間。以體驗價值因素構面的「趣味性」得分最高，「美感」其次。2.不同性別受試者體驗價值因素的趣味性、投資報酬及滿意度因素與忠誠度因素有差異存在。3.不同參與活動方式受試者體驗價值因素構面的服務優越性有差異存在。4.不同參加次數受試者體驗價值因素構面的服務優越性、趣味性及投資報酬三個項目與滿意度都有差異存在。5.不同活動時間受試者體驗價值因素構面在服務優越性有差異存在。經薛費氏事後比較顯示，二天的受試者得分高於一天及半天的受試者。6.體驗價值因素構面的美感、投資報酬及趣味性可以有效預測滿意度，可以解釋的變異量達73.8%。7.體驗價值因素構面的投資報酬及美感可以有效預測忠誠度，可以解釋的變異量達45.5%。由於日月潭月牙灣水域地點與自然景觀，對休閒獨木舟參與者深具吸引力，建議有關單位投入更多政策推動與宣導。

The purposes of the research were: 1. To understand the experience value, satisfaction and loyalty of college students who join the recreational canoe experience activity. 2. To compare different situations between variables of subjects from different background. 3. To analysis the influence of experience value on satisfaction and loyalty. Take students registered in 102,103 academic year in Nan Kai University of Technology from freshmen to senior who have participated in recreational canoe experience activity for study. Used convenience sampling and sample 210 people for subjects. Take ＂The recreation canoe activity experience value form for college students who join the activity＂ as instrument. Used several statistical methods such as Descriptive statistical analysis, T-test, One-Way ANOVA. The results of the study were below: 1. The score of the experience value, satisfaction and loyalty of subjects are between 3.73~4.36. ＂Interesting＂ scores the highest in experience value factors. ＂Aesthetic feelings＂ scores the second highest. 2. There were difference between different gender in interesting, returning on investment, satisfaction factors and loyalty factors. 3. There were difference between different ways of subjects to join the activity in service superiority of subject's experience value factor. 4. There were difference between different joining times of subjects' experience value factors of service superiority, interesting and return on investment. 5.There were difference between different activity time of subjects' experience value factors in service superiority. After the analysis of Scheffe's method, subjects who join two days get higher scores than subject joining one day or half day. 6. The aesthetic feelings, return on investment and interesting in experience value factor facets can forecast the satisfaction effective. It can explain the variance up to 73.8%. 7. The return on investment and aesthetic feelings of experience valuation factors can effective forecast loyalty. It can explain the variance up to 45.5%. Because the location and the natural landscape of Sun Moon Lake Crescent Bay have huge influence on recreation canoe participants. The studied suggest authorities put more emphasis on promoting policies and advocacy.