健康體適能俱樂部會員參與動機、滿意度與再購意願之研究－以台南健身工廠為例

Health fitness club membership participation motivation, satisfaction and repurchase intention of research - for example in Tainan Fitness Factory

邱翼松(I-Sung Chiu) ； 陳威成(Wei-Chen Chen) ； 鄭憲成(Hsien-Cheng Cheng)

《高科大體育》 1期 (2018/12) Pp. 77-99

摘要

本研究旨在探討民眾參與運動健身俱樂部之動機，滿意度與再購意願之相關研究。研究者以參與動機量表、會員滿意度量表及會員再購意願量表做為研究工具，採用問卷調查方法，選取台南健身工廠會員為研究對象進行資料蒐集，共回收有效問卷216份，運用SPSS統計軟體進行分析，研究結果發現：一、分析健身工廠會員人口統計變項、參與動機、滿意度及再購意願現況（一）消費者的分布男性多於女性，以大專學歷從事服務業、已婚且收入以25000以下為最多。使用時段以晚上6:01～10:00、每週進場3次、停留1～未滿2小時為最多。（二）健身工廠會員參與動機構面依序為：1、健康需求2、成就需求3、知性需求。（三）健身工廠會員使用滿意度構面依序為：1、服務態度2、企業形象3、硬體設施4、便利性。（四）健身工廠會員再購意願構面排序分別為「如果他人要您推薦，您會推薦這家健身會館」、「您會向他人宣傳這家俱樂部的優點」、「您會邀請親友一同加入健身會館會員」、「假設會員到期，您會繼續再續購健身會館會員」、「就算有其他健身會館可以選擇，您還是會選擇這家健身會館」。二、人口統計變項對健身工廠會員參與動機之差異比較會員年齡、學歷、職業、婚姻、平均收入、進場次數、最常使用時段對會員參與動機有顯著差異。三、人口統計變項對健身工廠會員使用滿意度之差異比較會員性別、年齡、學歷、職業、平均收入、進場次數、最常使用時段、停留時間對會員使用滿意度有顯著差異。四、人口統計變項對健身工廠會員再購意願差異性比較會員年齡、學歷、職業、進場次數、最常使用時段對會員再購意願有顯著差異。

關鍵字

健康體適能俱樂部 ； 參與動機 ； 滿意度 ； 再購意願

並列摘要

This research mainly focuses on studying the motivations, the satisfactory and the will to continue the contract of joining the health fitness club. The researcher gave out the survey to the members who are in Tainan Fitness Factory Health Club. After receiving 216 effective ones back and analyzing by SPSS system comes out the result as following: 1. Analyzing the number of members, the motivations, the satisfactory and the will to continue the contract. (1). Generally, male customers are more than the female ones. The members are mostly married and make around NT$ 25,000 under as their salary by working as service trade with the junior college academic background. What's more, they usually go to the club three times a week during 18:01 ~ 22:00 hours staying 60 ~ 120 minutes. (2). The order of the motivation factors is the first - the health need, the second - the achievement need, and the third - the intellectual need. (3). The order of the satisfactory factors is the first - the service attitude, the second - the image of the enterprise, the third - the facilities and the fourth - the convenience. (4). The order of the will to continue the contract factors is the first - ＂You would recommend this club if someone want you to recommend one.＂, the second - ＂You would advertise the advantages of this club to others.＂ , the third - ＂You would invite your relatives and friends to join this club.＂, the fourth - ＂If your contract is going to expire soon, you would continue the contract.＂ and the fifth - ＂You would choose this club even if there are other choices.＂ 2. The comparison of how different kinds of people affects the motivations. It is obvious to find that it makes different motivations by member's age, academic background, occupations, marriage, average income, times of usages, and the most often using timing. 3. The comparison of how different kinds of people affects the satisfactory. It is easy to see that the influence to the satisfactory by member's genders, age, academic background, occupations, marriage, average income, times of usages, and how long they usually stay in the club. 4. The comparison of the members and the will to continue the contract. It makes differences by member's age, academic background, occupations, times of usages, and the most often using timing.

並列關鍵字

the health fitness club ； the motivations ； the satisfaction ； the will to continue the contract