The Analysis of Consumer Behaviors at Zhong-Shan and Bei-Tou Sports Center in Taipei

[[abstract]]本研究主要探討台北市中山區及北投區市民運動中心消費者在人口統計變項及消費者行爲上的差異情形。本研究以台北市民運動中心833位消費者爲研究對象，並利用自編之「台北市民運動中心消費者行爲之研究調查問卷」爲研究工具來進行問卷調查。最後根據實際調查所得資料，以獨立樣本t檢定、卡方獨立性檢定及複選題交叉表等統計方法進行資料分析，並得到以下結論：一、中山區與北投區市民運動中心消費者在年齡、教育程度、職業、婚姻、平均月收入及居住地區上達顯著差異(p.05)。[[abstract]]The purpose of this study was to examine the demographic variants and behaviors of consumers who visiting Zhong-Shan and Bei. Tou City Sports Center in Taipei. The subjects were 833 consumers of the sports centers. Questionnaires of consumer behavior at Taipei City Sports Center developed by the author was used as the tool for carrying out the survey. Independent-samples t-test, Chi-square test of independence, and cross tabulation of multiple responses were applied to the data derived from the survey. The conclusions were as follows: (1) Demographic variants of consumers at these two sports centers were significantly different (p<.05) in age, education, occupation, marriage status, monthly income level and residential location. (2) Consumers at these two sports centers were significantly different (p<.05) in participation motives and participating behavior, but not significantly different (p<.05) in the level of satisfaction. (3) For the consumers at both sports centers, friend/colleague was mainly their informants; the main consideration to visit the sports center was "Price is low" for consumers at Zhong-Shan Sports Center and "Near home or office" for those at Bei-Tou Sports Center