摘要 本研究的目的在於了解保
齡球消費者之生活型態,參與頻率及人口統計變數,藉以比較 台南市保齡
球消費者消費行為的差異與特徵,俾使保齡球業者能夠針對特定生活型態
和保齡球參與頻率的消費者擬定行銷策略. 研究對象為在台南市各保
齡球館隨機抽取的596個樣本,並以"台南市保齡球消費者之生活型態,運動
參與頻率和保齡球消費行為之研究問卷"為研究工具.根據回收的問卷分別
進行描述統計,因素分析,卡方考驗等統計方法,最後將統計結果經過討論
之後,得到結論與行銷建議,茲分述如下:一. 不同生活型態的保齡球消費
者有不同的人口統計特徵,保齡球消費行為與保齡球參 與頻率.二. 不
同保齡球參與頻率的消費者有不同的人口統計特徵與保齡球消費行為.三.
不同人口統計變數的保齡球消費者有不同的保齡球消費行為. 針對不
同的消費集群,台南市保齡球業者應提供"特權","價格優惠","良好服務品
質"等促銷策略,以刺激消費者.

ABSTRACTThe purposes of this
study were to compare the characteristics and difference of the
consumer behavior of bowling in Tainan by understanding their
life-style, demographics and frequency of bowling participation.
The results of this studywill provide the bowling enterprisers
with expertise to make their marketing strategiesFive hundred
and ninety-six bowling participators in Tainan served as the
subjectsof the study. The research instrument "The Questionnaire
of the Study of Life-style, Frequency of Bowling Participation
and Consumer Behavior of Bowling inTainan" as administered.
Descriptive statistic, factor analysis, chi-square testwere
utilized for data analysis. Within the scope of the study, the
following conclusions were derived:1. The bowling consumers with
different lifestyle had different demographics, bowling
consumer behavior and frequency of bowling participation.2. The
bowling consumers with differennt frequency of bowling
participation had different demographics and bowling consumer
behavior.3. The bowling consumers with different demographics
had different bowling consumer behavior.In addition, the
bowling enterpriser can provide several marketing strategies
fordifferent consumers with "privilege", "price discount", and
"excellent quality ofservice" to stimulate the consumers.
ABSTRACTThe purposes of this