台北市撞球運動消費者生活型態、個人價值觀與消費者行為之研究

• Main Authors: Lin An-pei, 林恩霈
• Other Authors: 朱文增
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/36032548737067724586

碩士 === 國立臺灣師範大學 === 運動休閒與管理研究所 === 92 === Abstract The purpose of this study was to investigate lifestyles, personal values, and consumer behaviors of billiard consumers in Taipei City. AIO scale was used to investigate lifestyles, and LOV scale was used to investigate personal values. The research population was the billiard consumers in Taipei City. Distributing 540 questionnaires, 528 questionnaires were returned and 503 questionnaires were valid. The valid rate was 95.27%. The research results are: 1. Only the “education” demographic variable significantly affected lifestyles of billiard consumers in Taipei City. 2. Only the “occupation” demographic variable significantly affected personal values of billiard consumers in Taipei City. 3. Lifestyles as independent variables significantly affected consumer behaviors of billiard consumers in Taipei City. 4. Personal values as independent variables significantly affected consumer behaviors of billiard consumers in Taipei City. According to the research results, suggestion was provided to improve billiard environment and to establish marketing strategies. KEYWORDS: billiard consumer, lifestyle, personal value, consumer behavior.