Research on Consumer Behavior of Fitness Club Members: A Case Study of a Swimming Club in Kaohsiung

Chang yao-chuan ； Jun Xiang ； Qing-kun Feng

《中華創新發展期刊》 5卷2期特刊 (2021/10) Pp. 19-28

https://doi.org/10.30141/JID.202110/SP_5(2).0002

摘要

With more attention now paid to healthcare and health-preserving activities in the nation, it is getting more important to elevate the citizen's life quality and value. Members' behavior of sports participation is an important topic for club management. The objective of this research is to explore the consumer behaviorof swimming club members. With members of aKaohsiung swimming club as the research object, the author distributed a total of 500 questionnaires, with an effective recovery rate of 96.4%. SPSS software package for Windows 20.0 was used to analyze the data in terms of descriptive statistics, t-test, variance analysis and correlation analysis, factor analysis, among others. Regarding the personal background variables of the respondents, t-tests and variance analysis showed members of different ages exhibited significant differencesin the motives for sports participation, specifically in the two dimensions of ＂pursuit of excellence＂ (F = 1.38, p＜.05) and ＂health-related fitness＂ (F = 1.42, p＜.05) By analyzing the survey data, the author found that in the dimension of ＂pursuit of excellence＂, the motives of members between 21 to 30 years old was significantly stronger than those of members ＂above 51 years old＂, ＂between 41 to 50 years old＂ and ＂between 31 to 40 years old.＂ In the dimension of ＂satisfaction towards facilities＂, A significant difference could be seen in the aspect of ＂service and accessibility.＂ It was found that the satisfaction of those ＂above 51 years old＂ was significantly higher than those ＂between 41 to 50 years old.＂ In the aspect of ＂leisure benefits＂, however, no significant differences were detected. As for the relation between educational background and the motive for sports participation, significant differences could be seen in the dimension of health-related fitness. (F =2.13, p＜.05)Members who have received college education tend to choose health-related fitness as one of their motives for sports participation, with a frequency much higher than those who have never been to college. In terms of satisfaction towards facilities, significant differences could be seen in the dimension of ＂venue and equipment＂ (F =2.13, p＜.05), with consumers that received college education exhibiting higher satisfaction than those without a college degree. In terms of leisure benefits, no significant differences were ever found. Conclusions: 1. Club members' motive for sports participation is positively correlated to their satisfaction towards sports facilities and leisure benefits, indicating that the members are basically contented with the performance of facilities inside the club, and those facilities can meet the members' need of improving their health conditions. 2. Club members tend to exhibit different motives for sports participation at different ages. The facilities in the swimming club meet the members' basic needs. However, improvement of the facilities is still needed to satisfy the needs of more customers. Suggestions: Since no significant differences were found between swimming activities and leisure benefits by both age and educational level, the author of this paper suggests that future scholars should adjust the research tools to learn more about such benefits received by the club members.

關鍵字

Motive for sports participation ； sports facility ； leisure benefit