苗栗縣羽球運動消費者參與羽球休閒場館消費體驗與再惠顧意願研究

The Study of the Miaoli County BadmintonConsumers to Participate in Badminton and Leisure Complex Consumer Experience with Patronage Intention

陳加漢(Gia-Han Chen)；王金成(Jin-Cherng Wang)；郭勝正(Sheng-Zheng Guo)；王俊人(Grace Wang)

羽球運動消費者 ； 休閒運動 ； 消費體驗 ； 參與動機 ； 再惠顧意願 ； Badminton consumer ； Leisure activity ； Consumption experience ； Participation motivation ； Re-consumption willingness

國際休閒遊憩與運動管理發展趨勢研討會專刊

2013（2013 / 12 / 20）

472 - 501

繁體中文

本研究要了解那些因素會影響羽球運動消費者的再惠顧意願是個重要的研究議題。因此，研究目的旨在消費者在消費體驗體驗中、參與動機及滿意度的如何影響其再惠顧意願。本研究以結構方程模式將參與動機、參與滿意度與消費體驗為形成指標予以驗證，並解釋研究模式所代表之意義。本研究以苗栗縣羽球運動消費者為研究對象，共發放500份問卷，回收500份，扣除無效問卷後，回收有效問卷433份，有效回收率為86.6%。統計方法包括：驗證性因素分析、描述性統計分析、獨立樣本t檢定、變異數分析、皮爾森積差相關分析與結構方程模式，結構方程模式是分析構面之路徑關聯性。本研究發現如下：1.不同人口統計變項之苗栗縣羽球運動消費者對參與動機上有顯著差異。2.不同人口統計變項之苗栗縣羽球運動消費者對參與滿意度上有顯著差異。3.不同人口統計變項之苗栗縣羽球運動消費者對消費體驗上有顯著差異。4.參與動機對參與滿意度呈現顯著影響。5.參與動機、參與滿意度以及消費體驗對消費體驗呈現顯著影響。研究結果發現此三因素（消費體驗、參與動機與滿意度）影響消費者再惠顧意願有顯著影響因素。

This purpose of this Study was to identify the motivations of the players and the satisfactions that they have derived, and determine how these measures affect their willingness to continue the sport. A structural equation model is proposed to link motivation, satisfaction, and consumer experience, and theorize the meaning of the model. The subject target group is the badminton participants in MiaoliCounty.Thetotaly 500 questionnaires were distributed and returned, of which 433 were valid at the rate of 86.6%. Statistical analysis methods were employed, including confirmatory factor analysis, descriptive analysis, independent sample T-test, variance analysis, Pearson correlation analysis, and structural equation model to link the variables. After data treatment, the results were obtained as followings 1. Differences existed among demographic variables, Miaoli County badminton consumers involved in motivation. 2. Different existed among demographic variables, Miaoli County badminton consumers to participate in satisfaction. 3. Difference existed among demographic variables, Miaoli County badminton consumer consumer experience. 4. Participation motivation to participate in the satisfaction was significant impact 5. Motivation, satisfaction and consumer experience in the consumer experience presented a significant impact This study showed the three factors- consumption experience, participation motivation, and satisfaction, show the obvious effect on consumers re-consumption.