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研究生:陳薇先
研究生(外文):Wei-Hsieh Chen
論文名稱:兒童運動課程之家長消費模式驗證
論文名稱(外文):Examining the relationship between antecedents and consequences of parental purchase decision involvement
指導教授:邵于玲邵于玲引用關係
指導教授(外文):Jackie Yu-Lin Shao
學位類別:碩士
校院名稱:臺北巿立體育學院
系所名稱:運動教育研究所
學門:教育學門
學類:專業科目教育學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:119
中文關鍵詞:運動課程消費行為滿意度涉入
外文關鍵詞:purchase decision involvementcommitmentsatisfaction
相關次數:
  • 被引用被引用:1
  • 點閱點閱:314
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
摘要
孩童參與休閒或運動的過程中,自幼兒階段起,孩子參與運動的契機,父母扮演了重要的角色。在兒童參與休閒或運動的過程中,家長的價值觀、對運動的態度、認知等,皆會影響家長替孩子安排運動課程或育樂營的選擇。本研究依據Iwasaki與Havitz .在2004所提出之休閒機構之涉入、心理承諾、忠誠之關係模式為架構,探討家長在選擇孩童運動育樂營之涉入前因及後續行為間的關係。
本研究以描述性統計,對樣本母體進行描述,再以結構方程式模型中的驗證性因素分析,及路徑分析瞭解家長在兒童運動課程的消費行為之前因及後續行為間的關係。研究發現,(一)個人因子及環境因子在整體消費行為中扮演著影響後續行為之角色;(二)個人因子對家長運動課程之消費行為的影響;(三)環境因子對家長運動課程之消費行為之影響;(四)滿意度在消費前因及後續行為扮演中介角色;(五)承諾在滿意對忠誠行為中,扮演中介角色。
研究建議,在運動課程的規劃上,應規劃適合孩子參與及適合孩子運動能力之課程,讓孩子在參與運動的過程中,著重教練在課程中所扮演的角色及教學過程中所給與孩子的影響,以提升家長在參與運動課程上的滿意度,進而產生心理承諾並表現忠誠或再購行為。
關鍵字:家長、運動課程、消費行為、滿意度、涉入、忠誠度
Abstract


Previous youth sport related researches showed that parents typically make the initial choices to enroll their children in a sports program, whereas their children’s continued participation seems to enhance parent’s social and psychological involvement with the sport. Therefore, the purpose of this study was to investigate parents’ decision-making process in terms of choosing sports programs for their children. In particular, this study will aim to: (a) identify the personal and social factors that drive parents to enroll their child in a sport programs, (b) examine the antecedents and consequences of parents’ psychological involvement in the decision to purchase a sport experience for their children, and (c) compare the fitness of models of antecedents and consequences between high and low purchase decision involvement.
Self-reported questionnaires with the measurement of purchase decision involvement, personal factors (values and cognitive benefits of youth sport), social factors (social support, family support), their satisfaction with the program they had chosen, their commitments to the child’s sport program organization, and their loyalty to the sport program will be distributed to those parents whose children enrolled in a soccer summer camp. Data were modeled by means of LISREL.
We predict that higher levels of personal factors and social factors will yield higher parental purchase decision involvement. Also, the higher parental satisfaction will yield higher levels of organizational commitment, and higher levels of organizational commitment will yield higher loyalty.
目次
兒童運動課程之家長消費模式驗證 1
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究範圍與對象 7
第二章 文獻探討 8
第一節 涉入 8
一、涉入的意義 8
二、涉入的分類 10
三、涉入程度與消費行為 13
四、涉入之相關研究 16
第二節 涉入之後續行為 18
一、滿意度 19
二、組織承諾 21
三、忠誠度 23
四、涉入之後續行之相關研究 25
第三節 影響涉入之前因 27
一、影響涉入前因 27
二、涉入之前因之相關研究 29
第四節 小結 32
第三章 研究方法 33
第一節 研究架構 33
第二節 研究問卷設計與變項操作型定義 34
第三節 研究假設 40
一、購買涉入之後續行為 41
二、購買涉入其影響前因: 42
一、問卷預試 44
二、正式抽樣 44
第四節資料分析 45
一、描述性統計 45
二、信度與效度分析 45
三、結構性方程式模型 46
四、驗證性因素分析 48
五、路徑分析 50
第四章 資料分析與結果 53
第一節 基本資料分析 53
一、 回收率: 53
二、 有效問卷率: 53
三、 基本資料分析: 54
四、 報名原因: 55
第二節 信度與效度分析 57
一、 信度分析: 57
二、 效度分析 64
第三節 結果分析 67
一、 運動消費涉入前因及後續行為分析: 67
二、 運動消費涉入前因及後續行為路徑分析: 74
三、不同購買涉入程度在各變項間的表現: 84
四、不同滿意度在運動課程消費行為中之路徑模型比較 87
第五章 結論與建議 95
第一節 結論 95
第二節 家長在運動課程上的消費意涵 96
第三節 研究限制與建議 100
參考文獻 103
附錄一(預試問卷) 116
附錄二(正式問卷) 119


表目錄
表2- 1涉入的定義 9
表2- 2涉入程度對消費行為之影響摘要表 15

表3- 1購買涉入之操作型定義及題項 35
表3- 2個人因子之操作型定義及題項 36
表3- 3環境因子之操作型定義及題項 37
表3- 4組織承諾之操作型定義及題項 38
表3- 5滿意度之操作型定義及題項 38
表3- 6忠誠之操作型定義及題項 40
表3- 7 LISREL之配適度指標表 48

表4.1- 1回收率分析表 53
表4.1- 2有效問卷率 53
表4.1- 3基本資料分析 54
表4.1- 4家庭年收入及學歷基本資料分析 55
表4.1- 5報名原因分析表 56

表4-2- 1問卷信度分析 59
表4-2- 3個人因子CFA模型摘要表 62
表4-2- 4個人因子模型修飾後之CFA摘要表 63
表4-2- 5環境因子CFA模型摘要表 63
表4-2- 6環境因子修正後之CFA模型摘要表 63
表4-2- 7滿意度之CFA模型摘要表 64

表4-3- 1運動消費涉入程度分析表 67
表4-3- 2滿意度分析表 69
表4-3- 3承諾分析表 70
表4-3- 4忠誠度分析表 71
表4-3- 5個人因子之描述性統計表 72
表4-3- 6環境因子之描述性統計表 73
表4-3- 7路徑分析係數表 76
表4-3- 8路徑分析之適合度表 76
表4-3- 9修正後之路徑分析係數表 78
表4-3- 10修正後之路徑分析適合度表 79
表4-3- 11修正後潛在變項路徑分析結構模型各項效果分解說明 80
表4-3- 12不同消費涉入程度在後續行為上的差異比較表 85
表4-3- 13不同涉入程度之個人前因之T檢定比較表 86
表4-3- 14高低滿意度有效樣本表 88
表4-3- 15不同滿意渡之路徑分析模型係數表 89
表4-3- 16高低滿意度之路徑分析模型分析表 90
表4-3- 17低滿意度之路經分析模型分析表 91
表4-3- 18低滿意度之路徑分析係數摘要表 92
表4-3- 19高滿意渡之路徑分析模型比較表 93
表4-3- 20高滿意度之路徑係數摘要表 94



圖目錄
圖3- 1研究架構圖 34

圖4- 1潛在變項之路經分析架構表 75
圖4- 2修正後之潛在變項路徑分析表 78
圖4- 3低滿意度族群之路徑分析模型 91
圖4- 4高滿意度之路徑分析模型 93
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