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Macau Periodical Index (澳門期刊論文索引)
- Author
- Park, Sung Hee; Hsieh, Chi-Ming
- Title
- Segmenting potential market of recreational disc golf by beliefs and participation intention: A case of college students
- Journal Name
- 澳門科技大學學報
- Pub. Info
- Dec. 2013, Vol.7, No.2, pp. 103-112
- Link
- http://lib.must.edu.mo/sites/default/files/assets/images/Duu/must_journal_201302.pdf
- Keyword
- Segmentation；Disc golf；Potential market；Beliefs；CHAID
- Abstract
- Abstract : The purpose of this study is to examine potential market segments of disc golf between beliefs and participation intention among college students by employing a CHAID analysis. Data were collected through non-probability in-calss convenience sampling approach. A sub-sample of 457 respondents was used to develop a decision tree in the Exhaustive CHAID. The results indicated that three key predictors of participation intention to disc golf according to their beliefs (fun/ enjoyable activity, an activity that involves drug use, and an activity that involves opportunitiesfor challenge/self-improvement/achievement) and identified four mutually exclusive segments which had different levels of intend to participate in disc golf. MANOVA and one-way ANOVAs were conducted to examine significant differences among segments. Suggestions are made based on findings from the study. Paragraph Headings: 1. Introduction 2. Literature reviews 2.1. Natural-based recreation 2.2. Previous study of disc golf 2.3. CHAIN-based decision tree 3. Research method 3.1. Instrument development 3.2. Data collection and selection 3.3. Data analysis 4. Results 4.1. Respondent information 4.2. T-tests result 4.3. Exhaustive CHAID result 4.4. Perception of individual and community benefits 5. Conclusions Tables: 1. Gain summsry by percentage distribution of the CHAID analysis 2. Perception of individual and community benefits among segments Figures: 1. Growth in number of disc golf courses 2. Research model 3. Decision tree for participation intention to disc golf