| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 100 === The purpose of this study is to investigate the relationship among consumers’ group climate, perceived value and sport commitment in Badminton centers. And also want to know the differences between different background variables of the consumers.
The objective of this study is the consumers who play badminton in Badminton centers in Taichung city. The research is operated with quota sampling. There are a total of 300 questionnaires sent, 268 valid questionnaires got back, and the effective response rate is 89.3%. The material would be analyzed through descriptive statistics, independent Sample t–test, one-way ANOVA analysis, correlation analysis and multiple regressions.
The results are as follows: 1. The consumers who is older 45 years old and working in economic and/or technology filed, display higher working group climate; the consumers who is older 35 years old, not students and/or the monthly income over NT.70,000 perceived higher social group climate. 2. The consumers whose monthly income over NT.70,000, would perceived higher emotional perceived value. 3. The consumers who participate in Badminton over one year display higher desire commitment in sport commitment. 4. The Team work and the social group factors of group climate dimension could predict consumers’ perceived value and sport commitment effectively. 5. The emotional, price and functional and social factors of perceived value could predict the consumers’ sport commitment effectively. 6. Perceived value has partial mediating effects between group climate and sport commitment.
According to the result, the managers and/or directors of Badminton centers should give themselves to build the group climate to promote the team members’ recognition, and then enhance their motivation of continuing participating.
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