高齡者消費型運動健身服務需求

目的：旨在瞭解臺灣高齡者運動健身服務體驗感受，分析其需求因素，做為高齡者運動健身業開發市場與行銷策略之參考。方法：本研究邀請26位高齡者為對象，安排實地至健身房進行心肺適能體驗、重量訓練、團體課程，以及使用水域設施等四項健身服務體驗活動。研究者在過程中進行觀察記錄，並於實地體驗後，進行深度訪談以做為資料蒐集之來源。結果：發現高齡者在體驗前，對於對消費型健身服務的印象為：高消費、屬於年輕人的地方，且對相關服務無預期；高齡者於體驗中對硬體設備的需求有：寬敞的空間設計、充足的休息空間、可調整與易明瞭的器材設計、安全防滑的場地；在軟體服務需求包括：課程設計宜依能力或年齡分級、適時關懷及提供運動與健康促進的專業知識；而體驗後會考慮使用消費型運動健身服務的因素為：有消費能力、場域可近性、同伴相隨，及維持運動與健康四項關鍵因素。討論：研究結果引據「動機—機會—能力理論」建議；在未來高齡者消費型運動健身服務經營實務上，需因應消費能力差異，提供鄰近性便利的服務機構，規劃有結伴參加、以促進高齡者健康之課程的策略，以建立臺灣社會成功健康老化的運動服務資源。

關鍵字

健康促進；高齡化社會；運動產業；動機—機會—能力理論

並列摘要

Purpose: This research investigates the needs required in gyms and fitness centers for senior citizens. Methods: Twenty-six senior citizens participated in four trial programs—cardiovascular training, resistant training, group exercise, and spa—at a gym. Data were collected through on-site observations and Post-trial in-depth interviews with the senior participants. Results: Most participants were unfamiliar with the services available in a gym before the trials and perceived gyms to have high-costs, be venues for younger generations, and had no high service expectations. During the trials, seniors expressed concerns relating to the centers’ physical environment (e.g., sufficient space, places for rest, adaptable and easy-to-read instructions at training stations, and a stable, non-slippery floor) and professional services (e.g., fitness level–based classes and considerate and competent fitness professionals). Post-trial inquiries revealed that the following four factors strongly affect senior citizens’ decision to join a gym: affordability, accessibility, companionship, and motivation. Conclusion: The motivation–opportunity–ability theory may offer strategies for the government as well as practitioners in the fitness industry to provide better services to active, aging senior citizens, a rapidly expanding demographic in Taiwan.

並列關鍵字

health promotion ； aging society ； fitness industry ； motivation–opportunity–ability theory (MOA)

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高齡者消費型運動健身服務需求

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