大臺北地區足球俱樂部學員家長支持動機、滿意度與忠誠度之研究

Abstract

本研究旨在探析大臺北地區足球俱樂部學員家長背景特性與現況，並瞭解不同背景變項對支持動機、滿意度與忠誠度其各構面之差異情形，再者，以結構方程模式進行支持動機、滿意度與忠誠度之關聯性分析。本研究以大臺北地區足球俱樂部學員家長為研究對象，以隨機抽樣方式，共取得383份有效樣本，所得結果如下： 一、足球俱樂部以男性學童居多，年齡多集中在「7至8歲」；家長填卷比例以「男性」 最多，教育程度多集中在大專校院，平均家庭月收入則以90,001元以上的為大宗。 大部分學員以參加兩季以上的占多數，在學童參與動機方面，多數是由父母決定。 二、大臺北地區足球俱樂部學員家長於支持動機、滿意度及忠誠度之各構面變項，多數 為中上程度之感受。足球俱樂部學員家長在支持動機之知性需求最為認同；在滿意 度之服務人員感受程度最高；在忠誠度之再購意願得分最高。 三、不同人口背景變項於「性別」與「教育程度」在部分之構面有顯著差異。性別在支持動機中的成就需求構面達顯著差異，在滿意度中的服務人員與形象及氣氛中達顯著差異，在忠誠度中的推薦意願構面達顯著差異；教育程度在支持動機中的知性需求與社會需求構面以及滿意度中的便利性構面皆達顯著差異。 四、整體模式符合各項適配度指標之準則，其中支持動機對滿意度以及滿意度對忠誠度 皆呈現高度相關。然而，支持動機與忠誠度之間的路徑關係則未成立。

The purpose of this study aimed to investigate the motivation, satisfaction, and loyalty of soccer club students’ parents in Taipei area. Also differences between demographic variables of motivation, satisfaction, and loyalty were discussed. Additionally, Structural Equation Modeling (SEM) was adopted to analyze the correlation among motivation, satisfaction and loyalty. A total of 383 convenience samples were selected at soccer club in Taipei Area. The results were as follows: 1. The members of soccer club mainly consisted of male students aged from 7-8 years old and most of the questionnaires were written by male parent. Additionally, most of them were graduated from colleges and earned over 90,001 NT. Moreover, the majority of students participated in the soccer club over two seasons which were decided by their parents. 2. Based on the results, students’ parents in the soccer club reflected on the motivation, satisfaction and loyalty with moderate satisfaction. Students’ parents were very satisfied with intellectual need in the Motivation and coaches of soccer club in the satisfaction. In addition, they were also satisfied with the repurchase in the loyalty. 3. The significant differences were explored in variables include motivation, satisfaction and loyalty at their gender and education background. To be specific, in terms of dimensions of three variables, achievement need in the motivation, coaches and image of soccer club in the satisfaction and recommendation in the loyalty showed significant differences in gender; intellectual need and social need in the Motivation, as well as convenience in the satisfaction showed significant differences in education background. 4. The model fitting of Structural Equation Modeling (SEM) in this study had reached a standard, the motivation directly affected the satisfaction, and the satisfaction directly affected the loyalty. However, the motivation won’t affect the loyalty.