健身休閒俱樂部會員次文化族群消費決策之個案研究

A Case Study on the Sub-Cultural Consumption Decision for the Health Club Members in Taiwan

李淑美(Lee Shu Mei)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

基於政府實施週休二日，國人一年的休假日可達到110天左右，為休閒產業帶來很大的商機。因國人的休閒時間增加，相對地休閒產業因應需求更顯得重要，業者更是爭相投入各種休閒場所以滿足消費者之需求。雖然國內休閒產業正蓄勢待發，且以往的研究偏重於經營策略與顧客滿意度，缺乏對於會員次文化族群之相關研究，遂引發本研究之動機，希望藉由會員次文化族群消費決策之研究，提供業者對於留住會員及行銷策略之參考。
本研究利用Logit迴歸模式，以研究個案之會員為研究客體，人口統計及社經變數為解釋變數，探討研究個案分別以區域別與使用核心產品項目之顯著變項。本研究以問卷調查法，問卷總計發放530份，回收445份，有效樣本445份。
研究結果發現：（1）區域別次文化族群之消費決策以年齡層36歲以上、職業為工商業及自由業為顯著；（2）使用核心產品項目次文化族群之消費決策以經濟能力5萬元以上為顯著。由此，本研究對個案提出安排創新課程並著重實用、會員等級多元及價格促銷、提供停車便利性及一對一行銷等建議。

關鍵字

健身休閒俱樂部 ； 次文化 ； 消費決策 ； Logit迴歸模式

並列摘要

Based on the policy that there are two-day break in a week, the countrymen have about 111-day break in a year. That does have brought a lot of businesses for leisure industries. Because of the advancement of the countrymen’s leisure time, the demand for leisure industries becomes more significant. The entrepreneurs are eager to invest in every kind of leisure places to meet the need of the consumer’s demand. Although the domestic leisure industry is booming, the previous research focused more on business strategy and customer satisfaction, which was in lack of related research of the sub-cultural consumption decision for the club members. These above factors motivated to do this study, and through the research on the sub-cultural consumption decision for the health club members. Hence, this paper may provide the entrepreneurs suggestions about how to keep the health club members and how to do the marketing strategy.
This paper uses the Logit Regression . It takes the club members as research objects, and the population statistics and social economy as variables, to discuss the cases respectively with the significant variables of members in different areas and the use of main products. This paper also used the survey approach, in which there were 530 questionnaires issued in total, 445 recycled, and 445 effective.
The findings drawn from this paper are listed as follows:（1）Most club members of the sub-cultural consumption decision in different areas are aged above 36 and work in industry and commerce or freelancers. （2）Most club members of the sub-cultural consumption decision on main products earn above NT$50000 monthly. Therefore, the suggestions in this paper are to arrange innovative and practical classes, to multiply classify club members, to do sales promotion, to offer convenient parking, and to provide one to one marketing.

並列關鍵字

Health Club ； Sub-Cultural ； Consumption Decision ； Logit Regression

參考文獻

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