健身俱樂部企業形象之研究－以高雄地區為例

A Study of Consumer Corporation Image of Health Fitness Clubs in Kaohsiung Area

王勇勝(Yung-Sheng Wang)

《休閒事業研究》 7卷1期 (2009/03) Pp. 82-91

https://doi.org/10.6746/LIR.200903_7(1).0005

摘要

本研究以健身俱樂部消費者為研究對象，主要目的為瞭解高雄地區健身俱樂部消費者之企業形象因素。本研究在高雄地區健身俱樂部發出400份問卷，有效問卷268份，有效回收率為79.523%。依研究需要所採用之分析方法包括：描述統計、因素分析、信度分析、t考驗與單因子變異數分析。結果如下：（一）不同性別之健身俱樂部消費者在企業形象因素無顯著差異。（二）不同年齡之健身俱樂部消費者在企業形象因素有顯著差異。（三）不同教育程度之健身俱樂部消費者在企業形象因素有顯著差異。（四）不同婚姻狀況之健身俱樂部消費者在企業形象因素有顯著差異。

關鍵字

健身俱樂部 ； 企業形象

並列摘要

The purpose of this study was to regarded health fitness clubs consumer as the research object. The major purpose, in order understands consumer corporation image of health fitness club in Kaohsiung area. The subjects of this study were health fitness clubs consumers and sent out 400 questionnaires. The effective questionnaires were 268 and collective rate was 79.523%. Data were analyzed by description analysis, factor analysis, reliability analysis, t-test, One-Way analysis of variance. The results showed: (1) There was significant difference of consumer corporation image in different gender. (2) There was significant difference of consumer corporation image in different marital status. (3) There was significant difference of consumer corporation image in different age. (4) There was significant difference of consumer corporation image in different level of education.

並列關鍵字

health fitness club ； corporation image