A Study of the Relationship Among Consummers’Involvement of Baseball and Softball Hitting Court, Perceived Service Quality and Loyalty

• Main Authors: Wen-chi Hsieh, 謝文淇
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/85014408522165671005

碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 100 === The study aimed to understand the current conditions of consummers at TarokoSports Plazas in Taichung Area and set to explore the individual factors such as background variants , consummers involement of baseball and softball court, perceived service quality and loyalty as well as the interconnectedness among them. Questionnaires were delivered to those consummers of TarokoSports Plazas in Taichung Area, with a purposeful sampling. A total of 450 questionnaires were sent, with 426 effective copies returned, reaching a rate of 95.3%. This current study adopted descriptive statistics, exploratory factor analysis, t-test, One-way ANOVA, Scheffe method and linear structural equation to undertake data processing, and the research results were produced as follows: 1. The majority of the consumers were male, under 24 years old, university degree, monthly income under NT$10,000. 2. The personal background variants partly remarkable affect consummers’ involvement, perceived service quality and loyalty among the consummers at Taroko Sports Plazas in Taichung Area. 3. The consummers’involvement of baseball and softball court had a positive and remarkable influence on perceived service quality；the comsummers’involvement of baseball and softball court had a positive and remarkable influence on loyalty；the perceived service quality had a positive and remarkable influence on loyalty.