A Marketing Analysis between Leisure Involvement and Behavioral Loyalty of Fitness Club Participants in Taiwan

Ming-Hung Chen ； Guo-Ming Jung ； Ying-Chi Chen ； Hsiu-Chen Cheng ； Yao-Ming Wang ； Chia-Kang Chen ； Nan-Fu Chen

《電子工程科技國際期刊》 1期 (2013/12) Pp. 1-3

https://doi.org/10.6331/IJPE.1(1).01

並列摘要

This study was a marketing analysis of fitness club participants in Taiwan, leisure involvement and their behavioral loyalty toward fitness clubs of subjects were examined using a written questionnaire. The target populations of this study were members of fitness clubs which have multi-purpose sports facilities in Taiwan. The researcher selected twenty (N=20) sports fitness clubs based on the geographic areas; North, South, East, and West part of Taiwan. The researcher conveniently selected twenty six (N=26) individuals from twenty (N=20) sport fitness centers. The sample size included five hundred twenty (N=520) individuals, who participated in sports activity programs. The survey instruments included a demographic survey, leisure involvement scale and attitudinal loyalty. The research model describes the causal relationship among leisure involvement and behavioral loyalty. These paths are related to the causal processes. Thus, the marketing analysis approach was necessary in order to examine these variables. The data analysis was conducted using SPSS (Statistical Package for the Social Science Version 15) and AMOS 19 (Analysis of Moment Structure Version 5.01) with the software package for Windows This study found that the leisure involvement has a direct positive relationship with affective loyalty and investment loyalty. Sports relating to excitement and competitiveness showed less marking potential. These results suggested that the development of the level of consumer loyalty appears to be best explained as a progressive process. That is, the formation of high involvement in leisure activity seems to be a key precondition for becoming a committed user of a leisure service agency and supporter of that agency The finding of this study may provide the necessary feedback and contribute to improved sports facilities and instructors health club in Taiwan. Also, this study may be important because it may provide valuable information for program directors and managers of sport fitness clubs in order to comprehend significant relationships regarding leisure involvement and their attitudinal loyalty levels in relation to Taiwanese sports organizations.

並列關鍵字

loyalty fitness clubs