運動中心團體運動課程參與者參與動機、滿意度與再購意願之研究

Abstract

本研究以臺北市大同市民運動中心團體運動課程參與者為研究對象，旨在比較不同背景變項之學員的參與動機、滿意度及再購意願的差異，瞭解學員的參與動機、滿意度與再購意願之關聯與學員的參與動機、滿意度對再購意願之預測力。本研究方法為透過問卷調查法，採用立意抽樣方式於2021年4月進行調查，共取得有效問卷347份。所得資料分別以描述性統計、獨立樣本t 檢定、單因子變異數分析、皮爾森相關分析、迴歸分析等統計方法進行各項研究假設之考驗，研究結果發現：一、不同背景學員有顯著的差異，在參與動機「體適能/健康管理」、「外表/體重管理」構面上男性得分高於女性，51歲以上的學員對「體適能/健康管理」構面的得分較30歲以下高，且大專院校學歷的學員對「社交/休閒」構面的得分較研究所及以上高；在滿意度「價格與促銷」構面上男性得分高於女性，不同參加期數的學員在滿意度「專業知識」構面與再購意願上舊生得分高於新生；二、學員在參與動機、滿意度與再購意願三者間皆呈現正相關；三、學員在參與動機對再購意願的有顯著的預測力，解釋變異量為22％；學員在滿意度對再購意願有顯著的預測力，解釋變異量為32％。總結，本研究建議運動中心改善停車位管理與教室空間照明以提高顧客滿意度，安排教練進修與觀摩以提高教練教學技巧與專業度，鞏固女性學員、擴大男性與中高齡學員，並開創獨特的運動課程，提供更多的學費優惠方案，以留住老顧客，擴大新客群。The purpose of this study was threefold. First, it sought to examine differences in participation motivation, satisfaction, and repurchase intention among Taipei Datong Sports Center customers of different demographic backgrounds. Second, the study attempted to understand the relationship between the participation motivation, satisfaction, and repurchase intention in these customers; and third, it examined the predictive power of customers’ participation motivation and satisfaction on repurchase intention. A questionnaire survey of customers who participated in the group exercise courses at the Datong Sports Center was conducted in April 2021, resulting in a total of 347 valid questionnaires. Statistical approach of t-tests, One-Way ANOVA, Pearson’s Product moment correlation, and multiple regression were employed to address the three research questions. The results showed that some demographic variables affect participation motivation. In particular, males scored higher on the participation motivation subscales of “Physical Fitness/Health Management” and “Appearance/ Weight Management” than their female counterparts. Moreover, customers over the age of 51 scored higher on the participation motivation subscale of “Physical Fitness/Health Management” than those who who were under 30 years old. Furthermore, customers with a college degree had a higher score on the “Social / Leisure” scale than those with graduate school and above degrees. In terms of satisfaction, males scored higher on the “Price and Promotion” subscale than females. Customer seniority also made a difference. Returning customers showed a higher satisfaction in “Professional Knowledge” and were more willing to repurchase the group exercise courses than novices. Customers’ participation motivation and satisfaction not only positively correlated with repurchase intention but also, as expected, predicted the repurchase intention, with an explanatory variation of 22% and 32%, respectively. Based on the findings of this study, suggestions for further improving the sports center services include streamlining the parking space management, improving classroom lighting, reeducating coaches to upgrade their professional expertise, retaining female students and recruiting more male and middle-aged customers, creating unique exercises courses, and providing more tuition discounts.