| Summary: | 碩士 === 國立臺灣體育學院 === 休閒運動管理研究所 === 91 === Abstract
The purpose of this study was to understand the consumer behavior of the indoor heated pools in Hsin-chu city. Using a questionnaire designed by the author as instrument, consumers of seven indoor heated pools were surveyed. Survey results were analyzed with descriptives, independent-samples test, one-way ANOVA, Scheffe, multi-factor regression and the SPSS 10.0 software. The findings were as following:
1.The majority of the consumers were aged 51 and above. Most of the consumers had a university education. Education-related profession was the major occupation, followed by computer technology. Most of the consumers made more than NT$50,000 monthly. Most were habitual swimmers, their main purpose of pool visits was swimming, while usage of other pool amenities came second. In terms of the number of pool visits per month, 21 and above was the majority. Most consumers’ monthly swimming expense was under NT$1,000. Consumers who spent less than 60 minutes at the pool were the majority. Most visits were before noon. The majority of visits were accompanied by family members, followed by lone visits.
2.With regard to user's choice of heated swimming pools and factors affecting their selection, technical professionalism was ranked first, followed by travel convenience, services and pool amenities were ranked last.
3.With regard to user satisfaction concerning the condition of heated swimming pools, users were most satisfied with travel convenience, followed by technical professionalism, pool amenities, pricing and service.
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