| Summary: | 碩士 === 國立臺灣體育運動大學 === 休閒運動管理研究所 === 103 === Abstract
The main purposes of this study were to analyze the operational status of multipurpose stadium and the consumer behaviors of members in Feng Chia University. These analyses included the respondent’s consumer motivation, stadium’s demand, along with the stadium’s consumer behavior. These were done through the “Consumer behavior questionnaire for Feng Chia University (in Taichung) multipurpose stadium’s members” developed by the author upon literature reviews. A total of 420 questionnaires were issued to the members. After the removal of invalid questionnaires, a total of 400 valid ones were conducted. By utilizing the statistics software SPSS version 18.0 for Windows, the results were analyzed through: descriptive statistics, item analysis, factor analysis, reliability and validity analysis, independent-sample T test, one way ANOVA, and regression analysis. The results were as the followings:
(1) Students were the chief users. The swimming pool was the most used sports facility, and general night time hours had the most users for all sports facilities.
(2) Primary members’ consumer motivations were individual intrinsic motivation. The higher demands for the stadium were evident due to social and environmental equipment demands. Consumer behaviors were expectedly increased when consumer motivation and stadiums demand were increased and then met.
(3) Members with different demographic backgrounds varied from each consumer motivation, stadiums demand and consumer behavior.
(4) Consumer motivations and behaviors, along with stadium demands were interrelated. To enhance the members’ consumer motivations, meeting stadium demands will improve the members’ consumer behaviors.
This results provide several recommendations for Feng Chia University and relevant units. Accordingly, Feng Chia and other tertiary institutions will have several references on stadium operations management, along with more areas worthy of further research in the future.
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