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臺灣北部地區馬術運動消費者生活型態與消費者行為之研究

By 康來誠 and Lai-Cheng Kang

Abstract

[[abstract]]Abstract This purpose of this study is to understand the relationship between horsemanship consumer’s lifestyle and behavior in North Taiwan. This research purpose is to understand the population statistic variables feature, lifestyle and consumer behavior of horsemanship consumers. We also compare the behavior and lifestyle in different personal background to find out the relation between them. We distributed 520 questionnaires in 10 different horsemanship clubs from May 1st to May 14th, 2006. After deleted invalid questionnaires, there are 428 valid questionnaires and valid rate is 82.3%. Data obtained was analyzed by Average, Standard difference, χ2 test, t-test, factor analyze, group analyze and one-way ANOVA. The result lists down below: 1.Except gender variable, rest of the variables of horsemanship consumer’s lifestyle in different personal background show obvious differences. Study’s hypothetical 1 denied. 2.The variables of horsemanship consumer’s consumer behavior in different personal background show obvious differences. Study’s hypothetical 2 denied. 3.The variables of horsemanship consumer’s consumer behavior in different lifestyles show obvious differences. Study’s hypothetical 3 denied. According to the result of the study, suggestions were provided to horsemanship club owner and further study which based on five different aspects, including population statistic variable of horsemanship consumer in north Taiwan, consumer behavior, the influence causes by population statistic variable to consumer behavior, the influence of consumer behavior which causes by different lifestyle and the direction for future study. Keyword: Horsemanship, equestrian consumer, lifestyle, consumer behavior

Topics: 馬術;馬術運動消費者;生活型態;消費者行為, Horsemanship;equestrian consumer;lifestyle;consumer behavior, [[classification]]61
Year: 2011
OAI identifier: oai:ir.lib.ntnu.edu.tw:309250000Q/77955
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