本研究旨在瞭解國立臺灣師範大學游泳消費者對游泳池活動訊息來源、從事游泳 運動之生活習性、參與動機，入會前之考慮因素，以及對游泳池相關設備和管理人員服務態 度的看法。 研究對運為 345 位臺灣師大游泳池之會員，其中包括：師大學生、教職員工 ( 含退休或兼任 )、師大及附中教職員工直系親屬及配偶、師大校友及校外人士等。並以「國 立臺灣師範大學游泳池消費者行為調查問卷」為研究具進行現場問卷調查，根據回收的問卷 整理後，分別以描述性統計、百分比、次數分配及卡方考驗等統計方式加以分析整理，其研 究結果發現：一、消費者對游泳池活動訊息來源及從事游泳運動之生活習性方面：國立臺灣 師範大學游泳消費者對游泳池訊息來源主要是以校內之宣傳布條、 海報等刊物佔 (38.26%) 的人數比例最高， 從事游泳池運動時成員以自己一個人比例為最多佔 (66.38%)，游泳場所 大部份以學校內之公立游泳池為主佔 (88.41%)， 游泳池運動的頻率以幾乎每天都去游泳所 佔人數最多 (36.52%)，至於游泳的時間以晚上 (18:30 ~ 21:00) 為最佳的選擇佔 (65.8%) 。二、在參與動機方面：消費者參與動機依序為「為保持身體健康」、「培養一個終身的休 閒活動」、「消除疲勞、提振精神」。三、從事游泳運動所優先考慮的因素依序為：「溫水 游泳池」、「游泳池水質品質佳」、「離家距離近」。四、對游泳池各項設備整體性評估： 消費者大多數滿意 (76.24%)，尚可者 (16.12%)，不滿意者僅佔 (7.54%)。五、對管理人員 的服務態度整體性評估： 滿意者佔大部份 (82.90%)， 尚可者 (13.04%)， 不滿意者僅佔 (4.06%)。 從四、五兩點滿意度來看，可以發現消費者對臺灣師大游泳池各項設備以及管理 人員的服務態度滿意度很高。

　　　　　This paper studies members of the National Taiwa Normal University (NTNU) swimming pool with the aim of understanding information sources, usage patterns among swimmers, motives, factors considered before joining, and evaluation of pool facilities and staff attitudes. For the purposes of this study,question naires were distributed to 345 members of the NTNU swimming pool, including NTNU students and faculty (including retired and part-time faculty), the children and spouses of NTNU and NTNU Senior High School faculty, NTNU alumni, and persons unaffiliated with the university. Completed questionnaires were collected, tabulated, and submitted to statistical analysis, with the following results: 1. Information Sources and Patterns of Usage among Swimmers The primary way in which members learned about the pool was through printed materials such as banners and posters placed around campus (38.26%). Most members used the pool facilities alone (66.38%). 88.41% of the respondents said that the campus pool was the primary place they went swimming. Most of the persons polled said that they made use of the facilities almost every day (36.52%). Evening (6:30-9:00) was cited by 65.8% of the respondents as the best time for swimming. 2. Motives The most frequently mentioned motives were, by order of frequency, "keep in shape", "develop a lifelong recreational past-time", "relax/improve alertness". 3. Factors Considered when Seclecting Pool The top three factors for choosing the NTNU pool were that it was heated, it had clean water, and it was close to home. 4. Overall Evaluation of Pool Facilities 76.24% of the members were satisfied, followed by 16.12% who were reasonably satisfied and 7.54% who were unsatisfied. 5. Overall Evaluation of Pool Staff Attitude 82.90% of the respondents were satisfied, while 13.04% were reasonably satisfied and 4.06% were unsatisfied. From the above two categories we can see that NTNU pool members show a high level of satisfaction with regard to pool facilities and staff attitudse.