| Summary: | 碩士 === 大葉大學 === 運動事業管理學系 === 95 === The purpose of this research was to investigate the consumer behavior, life style, and participative motivation of winter swimmer participants. Furthermore, the differences between life style and participative motivation of demographic variables were explored. "The winter swimmer consumer behavior, life style, and participative motivation questionnaire" was adopted in this research. 300 questionnaires were distributed with convenience sample, and total valid questionnaires are 295. The date was analysis with description statistic, t-test, ANOVA, and Pearson correlation coefficients.
Results of this research revealed following information.
First, as for consumer behavior, winter swimmers mainly obtain information from their colleagues, relatives and friends. Most frequent swim time of winter swimmers is 5 to 9 o'clock in the morning, they swim for 1 hour to 2 hour per stay, and go swimming more than three times a week. They go swimming alone, and swim outdoors.
Second, as for life style, "social acquisition" is the most significant construct. Moreover, "the health demand" is the most strong participative motivation.
Third, there are significant differences between life style and participative motivation from gender, age, occupation, and marital status.
Fourth, there are significant positive correlation between life style and participative motivation of winter swimmer participants.
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