臺中市國民運動中心會員體驗及行為意圖之相關研究

The Relationship between Experience and Behavior intention of Members of National Sports Centers in Taichung

本研究旨在探討臺中市國民運動中心會員體驗和行為意圖之關聯性發展。以臺中市五個國民運動中心的會員為研究範圍及對象，探討會員在國民運動中心的會員體驗及行為意圖之發展。本研究以分層抽樣進行五個地區群體抽測，共計發出300份問卷，經刪除無效問卷11份後實得有效問卷289份，問卷有效回收率為96.33%。研究結果顯示：臺中市國民運動中心會員體驗和行為意圖之因果關係結構模式，可用來解釋實際的觀察資料。換句話說，研究模式中的自變項對依變項其直接效果，代表體驗對行為意圖達顯著水準，所以假設成立。根據本研究結果提出在國民運動中心在經營策略之相關建議。

This study aimed to explore the relationship of experience and behavior intention of members of national sports centers in Taichung. Members of five national sports centers in Taichung served as the research scope and subjects. The study adopted stratified sampling to select participants in five groups. 300 questionnaires were distributed, and 289 questionnaires were valid after 11 invalid questionnaires were eliminated, with a valid response rate of 96.33%. The results showed that the causal relationship of experience and behavior intention of members of national sports centers in Taichung could be used to explain the actual observed data. In other words, the direct effect of independent variables in the research model upon dependent variables demonstrated that experience and behavior intention had reached a level of significance, and thus the hypothesis was tenable. Related suggestions are proposed for national sports centers on their management strategies on the basis of the study results.