台北地區保齡球運動消費行為之研究

Study of Consumers' Behavior on Bowling in Taipei Area

10.6358/JCYU.200512.0761

許成源(Cheng-Yuan Hsu)；孟範武(Fan-Wu Meng)

保齡球消費者 ； 消費行為 ； Bowlers ； consumers' behavior

中原學報

33卷4期（2005 / 12 / 01）

761 - 782

繁體中文

本研究以台北地區244位保齡球運動消費者為樣本，實施問卷調查，主要目的在於瞭解保齡球運動消費者在「消費行為」方面之差異性，研究結果顯示有58.2%的人擁有會員卡；消費者球齡以半年以內者居多；有82.4%的消費者在選擇球伴上以朋友及同事為主；在打球時段上以18時至24時居多；過去三個月以來，每週平均打球次數以2至3次居多，每次打球的局數以4至6局為主，每月打球的次數以三次以下最多；有75.4%的消費者都固定到同一家球館打球的習慣；在優先選擇球館的因素上依序為球道品質、離家距離及價格；有62.7%的消費者至少擁有一顆保齡球及固定打球的習慣；有41%的消費者，從事保齡球運動的目的是為了運動；有62.3%的消費者不喜歡參加球館所舉辦的球賽，但是有63.1%的消費者擁有個人球具；分析中顯示不同性別、婚姻、年齡、教育程度、平均收入、職業在球齡、打球時段、平均局數、次數等消費行為均有顯著差異，表示保齡球運動參與者之消費行為有許多不同之處，休閒產業或是保齡球業者在拓展業務時必須考量這些差異及影響。

The purpose of this study was to understand if there were any differences in ”cosumers' behavior” among bowlers. Samples were 244 bowlers in Taipei area, and each of them was interviewed by questionnaire. The findings were 58.2% of the respondents own the membership; most of them played bowling within half of the year; 82.4% of the respondents would like to have friends or colleagues as companion; most people played between six o'clock in the evening and midnight; in the last three months, most of them played 4~6 games each time, average 2~3 times a week and no less than 3 times a month; people who would be accustomed to play in the same bowling club were about 75.4%; the quality of bowling alley, the distance from home and price were the first three considerations on choosing bowling clubs; 62.7% of people had at least one bowl and would play in a certain period of time; 41% of the respondents played bowling were for exercise; approximately 62.3% of the consumers did not like to enroll games the bowling club held; and about 63.1% of people had personal bowling equipment. This study also indicated that people with dissimilar gender, marital status, age, education, average income and occupation had significant differences in consumers' behaviors, such as how long they played, what time they like to play, how many games and times they played. The owners and sales people of bowling clubs or other leisure industries should take these differences and influences into consideration when developing business.