臺灣博碩士論文加值系統

台灣網球的水準逐漸提升，每年所舉辦的四大公開賽(Grand Slam)、ATP(Assocpation of Tennis Professopnals)及WTA(Women’s Tennis Association)等職業巡迴賽，台灣頂尖好手在世界網壇上也有好的表現，一般網球參與者也受到影響，因此帶動了台灣網球運動的風氣，網球運動較不受年齡的限制，是一項很熱門的休閒運動，也適合被推廣的一項終身運動項目。由於受到大眾的喜愛，在台灣國土上各縣市都設有網球場，以提供給熱愛網球這項運動的顧客使用。因此，網球運動的風行，為台灣各地的網球場帶來了運動的人潮，使網球場的管理模式導向會員制度，以俱樂部形式為主的休閒運動組織。
本研究在探討參與網球俱樂部之顧客對網球場館環境氛圍、顧客知覺價值與再訪意願之情形，採問卷調查法，共計發放300份，經統計分析後發現，網球俱樂部顧客到球場運動之後，有受到球場環境氛圍的影響，場地設備品質良好、環境動向標示指引明確、場館環境設計舒適度，有達正向顯著。透過環境氛圍直接影響顧客的知覺價值，因此顧客對球場產生了好感，直接對球場有好的評價，刺激顧客還會想要持續前來消費運動的動機。研究結果將提供全台灣各縣市網球俱樂部管理單位推廣網球俱樂部經營管理之參考。
關鍵詞：網球運動、俱樂部、環境氛圍、知覺價值、滿意度

In the last few years, Taiwan’s tennis level gradually improves. Every year, we have four open tennis Pro tour matches, such as (Grand Slam)、ATP(Assocpation of Tennis Professopnals) and WTA(Women’s Tennis Association). Taiwan’s top players always have good performance in The World Tennis; this influences other players and leads Taiwanese to play the tennis. Tennis is not restricted by age; it is a popular leisure sport. Tennis can be promoted to become a lifelong sport event. Due to the public’s favorite; tennis court is set up in all the cities in Taiwan, in order to provide the place for customs who love tennis. Therefore, the popularity of tennis brings people into the tennis courts, makes the management mode of the tennis court guidance member system and become club form for leisure sports organizations.
This study through the questionnaire survey, to research the participate in the tennis club customer atmosphere to the environment; and customer perceived value and revisit intention situation. This survey uses sampling design and method for data analysis with a total of 300 surveys. To explore tennis clubs’ customers after exercising in the stadium, weather affected by the stadium atmosphere, venue equipment quality good, environmental trends identified clear guidance, venue environment design comfort, is positively significant or not. Through environmental atmosphere directly affect customer’s perceived value. Thus customers had a good feeling for stadium, and directly have a good evaluation
for the stadium; then stimulate customers willing to continue to consume sports motivation.The results will provide Taiwan local tennis club management unit to promote tennis club management.

Key words: Tennis, Club, Environmental Atmosphere, Perceived Value, Satisfaction

目錄
中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
圖目錄 vii
表目錄 viii
一、 緒論 1
1.1 前言 1
1.2 研究動機 2
1.3 研究目的 2
1.4 研究範圍與限制 2
1.5 文獻名詞解釋 2
二、 文獻探討 4
2.1 網球俱樂部環境氛圍相關文獻 4
2.2 網球俱樂部顧客知覺價值相關文獻 7
2.3 網球俱樂部顧客個人價值相關文獻 9
2.4 網球俱樂部幸福感相關文獻 10
2.5 網球俱樂部顧客滿意度相關文獻 12
2.6 本章小結 13
三、 研究方法 15
3.1 研究架構 15
3.2 研究假設 15
3.3 研究設計 15
3.4問卷發展 16
3.5資料分析方法 16
3.6統計方法 17
四、 研究結果分析與討論 18
4.1 樣本基本資料分析 18
4.2 不同「年齡」在網球俱樂部「環境氛圍量表」與「顧客知覺價值量表」對「再訪意願量表」之差異分析 20
4.3 不同「教育程度」在網球俱樂部「環境氛圍量表」與「顧客知覺價值量表」對「再訪意願量表」之影響差異分析 23
4.4 不同「打球年資」在網球俱樂部「環境氛圍量表」與「顧客知覺價值量表」對「再訪意願量表」之影響差異分析 25
五、 結論與建議 28
5.1 結論 28
5.2 建議 29
參考文獻 33
附件一 正式問卷 40









圖目錄
圖3.1 研究架構圖 15
圖3.2 研究流程圖 16








表目錄
表4.2.1年齡在網球俱樂部環境氛圍、知覺價值與再訪意願之差異摘要表 21
表4.2.2 教育程度在網球俱樂部環境氛圍、知覺價值、再訪意願之差異摘表…………...23
表4.2.3打球年資在網球俱樂部環境氛圍、知覺價值、再訪意願之差異摘要表…………..25

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