The Study of the Lifestyle and Purchasing Decision of Billiard Consumers in Kaohsiung City.

• Main Authors: Yen Chih-Hung, 顏志宏
• Other Authors: 程紹同
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/55727630285371914089

碩士 === 國立臺灣師範大學 === 體育學系 === 94 === The Study of the Lifestyle and Purchasing Decision of Billiard Consumers in Kaohsiung City. Abstract The purpose of this study was to examine the lifestyle and purchasing decision of billiard consumers in Kaohsiung city. The subjects were the billiard consumers in 71 billiard rooms that registered at Kaohsiung Billiard Commission. 540 questionnaires were destributed and 470 questionnaires were valid. The collected data were analyzed by descriptive, factor analysis, t-test, and independent sample one-way ANOVA and Pearson correlation. The major findings were as follows: 1. The lifestyle of billiard consumers in Kaohsiung city was concluded by factor analysis as “media information”, “colorful dimension”, “family dimension”, and ”money dimension”. 2. Purchasing decision. (1) Purchasing demand: the billiard consumers attached importance to “to relaxing the mood”, “to cultivating athletics hobby”, and “to learning the knowledge and technique”. (2) Information sources: the billiard consumers attached importance to “post-purchasing experience”, ”word-of-mouth”, “internet”, and “sport’s channels”. (3) Purchasing location: the billiard consumers often played in simplex billiard room. (4) Evaluative criteria: the billiard consumers attached importance to “air-quality”, “sanitary surroundings”, and “service attitude”. (5) Post-purchasing satisfaction: the billiard consumers attached importance to “location and convenience”, “service attitude”, and “the size of billiard rooms”. 3. The ages, marriages, income/pocket money, and frequency and hours of playing billiard variable significantly affected lifestyles of billiard consumers in Kaohsiung city. 4. Different backgrounds and the purchasing decision of independent sample one-way ANOVA. (1) Purchasing demand: the result showed that gender, marriages, frequency and hours of playing billiard were variable significantly. (2) Information sources: the result showed that gender, marriages, frequency and hours of playing billiard were variable significantly. (3) Purchasing location: the result showed that education was significant. (4) Evaluative criteria: the result showed that gender, marriages, income/pocket money, expense of leisure time, and hours of playing billiard were significant. (5) Post-purchasing satisfaction: the result showed that gender, job, and marriages were significant. 5. There were correlations between the lifestyle and purchase decision of billiard consumers in Kaohsiung city.