A Study on Customer Behavioral Intention at Badminton Gym: Take Central Area of Taiwan as an example

• Main Authors: Lai Chia Wen, 賴佳玟
• Other Authors: Chang Chia Ming
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/20349188832453473620

碩士 === 國立嘉義大學 === 體育與健康休閒研究所 === 99 === The purposeof this study were to confirm the fit of badminton gym’s behavioral intention way of customer and understand the different variables and the population (Include sex, age, marriage, have having no children, education degree, job and personal monthly income) , and customers' participate in the behavior with badminton (The number of years in badminton, exercise frequency, exercise duration), at attitude, subjective norm, consciousness behavior control and the differences of intention analyze. This study takes the central area badminton gym customer in Taiwan as the research participants to do the questionnaire survey of customer behavioral intention at badminton gym, 454 valid questionnaires were collected and used descriptive statistics, factor analysis, internal consistency letter degree, independent sample t assay (t-test), the single factor makes a variation and counts analyzing (one-way ANOVA) And the structural equation modeling to analyze the data. The results indicate that: 1. The badminton gym in the attitude of customers will achieve the intended positive effects, but subjective norm, perceived behavioral control did not reach the intended impact on the results. 2. Badminton gym of customers in different "age" and "personal monthly income" having significant differences in attitude; badminton gym of the customers of the population statistics variable were less than the subjective norms significantly different; badminton gym of the different population statistics variable Items in the perceived behavioral control were not reached significant difference; badminton gym of customers of different demographic variables were less than in intent significant difference. Different "The number of years in badminton" and "exercise time" in the attitude have significant differences; badminton gym of customers to different "The number of years in badminton" in the subjective norms shown significant differences; different "The number of years in badminton" and "exercise time" in the perceived behavioral control have significant differences; different "exercise frequency" and "exercise time" are significant differences in intent.