公營運動場館民眾使用滿意度調查研究-以台北縣立新莊體育場為例

Abstract

中文摘要 本研究旨在探討民眾使用台北縣立新莊體育場運動場地設施之現況，並瞭解使用運動設施後滿意及其原因，進而明瞭造成民眾使用運動場地設施滿意相關因素，最後再探討其滿意程度與再購意願的關係。研究對象為台北縣立新莊體育場內使用或租借運動場地設施之民眾。研究工具為「公營運動場館使用滿意度調查問卷」，進行問卷調查。根據實際調查所得資料，以描述統計(descriptive statistics)、單因子變異數分析(one-way ANOVA)、皮爾遜積差相關(Pearson product-moment correlation)等統計方法進行資料分析，研究結論如下： 一、使用對象方面：以學生居多（43.3%）， 15-32歲之男性（約佔六成），而平均月收入大多集中於1萬以下，共約計佔四成。 二、使用滿意度方面：不同運動設施使用情形影響民眾使用滿意度，滿意度的提升直接影響使用意願。同時使用滿意度也會因使用次數、時間不同而有所差異。 三、提供較佳的服務及硬體設施是提升再購意願的最好方式。 四、民眾使用滿意度對再購意願具顯著預測力，又以使用滿意度「硬體設施」構面對再購意願最具影響力。研究結果驗證使用滿意度會直接影響再購意願之論點。 根據研究結果提供新莊體育場營運上的建議如下，可建置使用者特性資料，並以提昇使用滿意度為優先要務，場地保養維護並維持器材設施的更新及現代感，以增進使用者的滿意度與再購意願，減少使用者的流失。

關鍵字：運動場館、使用者滿意度、再購意願

Abstract

There were multiple purposes for conducting this study. The first purpose was to investigate the usage of the sport facilities in Hsinchuang Stadium Taipei County. The second goal was to examine the level of user satisfaction. The third objective was to study the factors that contributed to the user satisfaction. The final goal was to determine the relationship between user satisfaction and their willingness to consume again. Based on the previous studies, a public sport facility user satisfaction survey questionnaire was developed to interview the users who utilized or rented the sport facilities in the Hsinchuang Stadium Taipei County. Descriptive statistics, one-Way ANOVA and Pearson’s Coefficient Correlation were used to analyze data (SPSS; version: 10.0). Results revealed that. 1.60% of the users were male (age, 15-32 years old). The main occupations were students with average monthly income below 10,000 NT dollars. 2.The usage of different sport facility affect the level of satisfaction and the frequency and duration of sport facilities usage resulted in differing satisfaction levels. 3.The best method to increase the willingness to consume again is to provide better service. 4.User satisfaction level and willingness to consume again had significant positive relationship. The level of satisfaction on the sport facilities had the most influence on the willingness to consume again. Consequently, the results indicated that in order to increase the level of satisfaction of the users and their willingness to consume again, the priority of a manager of the publicfacilities is to increase the user satisfaction and frequently maintain and update the facilities, thereby reducing the probability of losing users in the Hsinchuang Stadium Taipei County.

Key word: sport facility, user satisfaction, user willingness to consume again