健康俱樂部消費行為與行銷組合滿意度之研究

本研究旨在了解健康俱樂部的消費者消費動機、行為以及行銷組合滿意度現況，並探討不同背景之消費者在消費動機、行為與行銷組合滿意度的差異。本研究採自編之「健康俱樂部消費行為與行銷組合滿意度問卷」為研究工具，以大台北地區七家健康俱樂部之消費者為研究對象，共取得有效樣本124，所得資料採描述性統計、卡方檢定、t考驗等方法分析，結果發現健康俱樂部消費者的（一）消費動機依序為「健康需求」、「壓力避免」、「社會需求」、「知性需求」以及「成就需求」構面，其中不同會員型態在消費動機上有差異存在。（二）消費行為以每週消費次數在三次以下為多，每次2小時居多，時段集中在6:00-10:00與18:00-22:00。不同性別與會員型態在消費行為上沒有顯著差異。（三）行銷組合滿意度以「交通」構面最高，「服務人員」構面次之，「促銷」構面滿意度最低。不同會員型態在行銷組合滿意度上有差異存在。

關鍵字

健康俱樂部；消費行為；行銷組合；滿意度

並列摘要

The purpose of this study were to reveal the current status of the consumers' consuming motivation, behavior and marketing mixed satisfaction of the Health Club. In addition, it probed the differences between those different background of consumers on consuming motivation, behavior and marketing mixed satisfaction. The instrument, The Questionnaire of Health Club Consuming Behavior and Marketing Mixed Satisfaction”, was employed. Subjects contained consumers from seven health clubs in Taipei Metropolis. Two hundred and fourteen consumers served as the valid subjects of this study. The data collected were further analyzed with descriptive statistics, Chi-square tests and t-test. The conclusions and results were reached as follows 1.Consuming motivation in proper order were ”healthy-demand”, ”stress-avoiding”, ”society-demand”, ”sense-demand ”and ”achievement-demand ”dimensions. There were significant differences between members' style and consuming motivation. 2.As for consuming behavior, most of the members' participation were” less than 3 times” per week, the staying period was” 2 hours” and the rush hours were ”6:00-10:00” and ”18:00-22:00”. There were no significant differences between gender and members’ style in consuming behavior. 3. As for marketing mixed satisfaction, the dimension with most satisfactory was ”traffic”, the second was ”service-staff” and the least was ”promotion”. There were significant differences between members' style and marketing mixed satisfaction.