| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 99 === With the evolution of business towards the consumption patterns of catering to the public, more value-added, time-saving, and low-cost, the alliances of intra-industry / cross-industry are gradually diversified. The trend is even extended to the business activities of Golf Industry – the industry for the high consumption groups. The purpose of this research focuses on the issue of strategic alliance. We analyze the consumption value and the behavioral intention of golf consumers to get the differences between different group (including the gender, age, education level, held duty position, individual characteristic and professional category, age, individual annual income) and different participant behaviors (the common location, city , playing years and seasonal playing frequency) on strategic behaviors, consumption values, and behavioral intentions. We focus on golf consumers in Taiwan and make a questionnaire survey of their behavioral intentions. By analyzing these data, we get some conclusions to give suggestions to the golf consumers and the industry.
A total of 179 valid questionnaires are recovered. Descriptive statistics, Confirmatory Factor Analysis, Internal Consistency Reliability, Independent Sample t-Test, ANOVA, and Structural Equation Model Analysis are used to analyze these data. The results are as follows:
1. The golf consumers have positive effect on strategic alliance to consumption value.
2. The golf consumers have positive effect on consumption value to behavioral intention.
3. The recognitions of strategic alliance, consumption value, and behavioral intention of the male golf consumers are significantly lower than those of the females.
4. The consumers with Annual income between one to two millions are different significantly from the others in strategic alliance, consumption value, and behavioral intention – they have the most recognition. The younger consumers have more recognition of the strategic alliance, consumption values, but have no remarkable difference of behavioral intentions. The recognitions of strategic alliance, consumption value, and behavioral intention of consumers at southern region are significantly lower than those of northern region.
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