遊艇俱樂部潛在會員購買俱樂部服務的影響因子研究

Modeling predictors of potential members' intention towards marina services

台灣海島型的國家，是世界第六大遊艇製造王國，但國民卻少有機會享受遊艇海上休閒活動，近年來，政府大力推廣遊艇內銷市場，並以提升遊艇服務業為號召，加上華人經濟圈掘起，讓這個休閒產品在國人心中的青睞和渴望程度大受提升。遊艇服務業須以遊艇俱樂部的經營為主體，而產業在台灣正處於起步階段，少有相關的研究，故針對台灣地區的經營和客戶特性，提出此研究。因此，本研究以計畫行為理論建構本研究模型，針對北部之遊艇駕乘者、遊艇活動參與者進行調查，回收之276份問卷分析結果發現，遊艇駕乘者及遊艇活動體驗者對於遊艇活動的「態度」、「知覺行為控制」二個因素會影響其購買意願。以上發現能提供給經營者和政府相關部門，能作為經營和推廣上的參考。

Ranked as the top sixth state in yacht manufacturing, Taiwan did not provide residents with considerable accessibility to ocean recreation and tourism. Since 5-6 years ago when the central government prioritized the yacht recreation industry as one of the strategically economic backbones, as well as the strong emergence of Chinese economic circle, yacht recreation has attracted people's attentions on investment and development. A marina or yacht club would be the pioneering effort to promote yacht recreation and tourism in Taiwan. However, empirical studies relevant to yacht recreation, marina operation, and club marketing are relatively lacking, which would be important references for the burgeoning industry. In order to fill the research gap, this study targeted on yacht recreationists in Taiwan, the potential members of yacht clubs and investigated their intention to purchase services provided by marinas; attitudes, subject norm, and perceived behavior control toward yacht recreation and club services; and socioeconomic characteristics using the TPB (Theory of Planned Behavior) model. There were 276 filled questionnaires by 2 types of potential members: yacht drivers or owners and participants of yacht recreational activities were received and analyzed to reveal different magnitudes of effects these predictors hold on 7 types of marina services. Through MLR analysis, Attitude (“social recognition”aspect) and Perceived Behavior Control are found the significant predictors of purchasing intensions of the yacht drivers or owners for the most of marina services. The similar findings are shown for the participants of yacht recreational activities. Also, the research aims at providing the findings for reference of governmental and practical strategies.