24小時運動健身俱樂部消費者印象與購買行為之研究

本研究目的在瞭解24小時運動健身俱樂部消費者及其購買行為現況，並且分析顧客的消費印象對購買行為的預測能力。於2018年3月期間針對24小時運動健身俱樂部的消費者，採立意抽樣法回收24小時運動健身俱樂部消費者印象與購買行為調查之有效問卷共457份，利用SPSS中文版統計套裝軟體，以描述性統計、卡方檢定、獨立樣本t檢定、變異數分析、事後比較方法、皮爾森積差相關分析、一般多元迴歸分析等方法進行資料的處理分析，結果如下：一、24小時運動健身俱樂部商店的消費者主要是20-39歲、具大專校院以上學歷的學生和上班族。健康著想與純粹喜歡運動是多數消費者的消費動機、有過半數的消費者會在18:00~24:00此時段前往運動健身俱樂部消費，消費方式習慣以月繳制支付費用為主，每月願意花費在運動健身的支出以2,000元以下。二、消費者對24小時運動健身俱樂部的消費印象普遍接近良好，但在「服務規劃」相關的構面表現上確有分數相對低的現象，顧客心目中印象最佳的構面是「便性利」，又以營業時間能符合需求為最重視及滿意的要素。三、24小時運動健身俱樂部消費者在不同的人口背景屬性在消費行為特性上有顯著差異。四、24小時運動健身俱樂部消費者之人口背景屬性「婚姻狀況」與「年齡層」的不同在商店整體消費印象上有顯著差異。五、消費考慮因素在購買意願上有顯著差異。運動地點距離、夜間營業與人潮多寡皆會影響消費者的購買意願，24小時運動健身俱樂部消費者的消費考慮因素與實際消費行為一致，是預測其購買行為的重要指標。六、商店整體消費印象與購買意願呈正相關，且「商品構面」、「空間規劃構面」、「便利性構面」對購買意願有顯著解釋力，證實除了設備本身外，提供便利服務與空間規劃對24小時運動健身俱樂部相當重要。基於上述結果，研究者建議24小時運動健身俱樂部應營造與目標客群相符的商店形象，滿足顧客對空間規劃之需求，並維持設備與服務人員的專業品質。塑造有別於一般運動健身俱樂部之外的主題性以增長顧客的停留時間及深夜時段的參與率，促使其在實際購買過程增進正面印象、進而養成重複購買的顧客。

關鍵字

消費者印象；購買行為；運動健身俱樂部

並列摘要

The purpose of this study was to know the demographics and purchasing behaviors of 24 hours Sports and Fitness club’s customers in Taiwan；moreover to learn if Consumer Impression is the significant indicator for purchasing intention. “Store image and purchasing behaviors questionnaire” was used as research tool, and 24 hours Sports and Fitness club’s customers who were above 20 years old are the research objectives. Research period is during March to June 2018, and totally collected 457 valid data by using purposive Sampling .Descriptive statistics, Chi-Square test, variance analysis, post hoc comparison, independent t-test, Pearson correlation analysis, and multiple linear regression analysis were used to analyze the data, and the results were as following: 1.The consumers in the 24-hour sports and fitness club are mainly 20-39 years old, with students and office workers with college education and above. Most consumers’ motivation is health concerns and interests in exercise. More than half of the consumers go to the sports and fitness clubs between 18:00 and 24:00. Payment on a monthly basis is most adopted. The amount of money consumers are willing to spend is less than 2,000 NTD per month. 2.The consumer’s impression of the 24-hour sports and fitness club is generally positive, but a relatively low score is shown in the dimensions related to “service arrangement”. The highest score shown in customers’ impression is “convenience”, especially the opening hours. 3.There were significant differences between different demographic backgrounds of the 24-hour sports and fitness club consumer in consumer behavior. 4.There were significant differences between “marital status” and “age” of the demographic backgrounds in the overall consumption impression of the store. 5.There were significant differences between purchase intentions in consumer considerations. The distance, opening at night and number of customers influence consumers’ purchase intention. Factors of consumers’ consideration are consistent with the actual consumer behavior and are important indicators for predicting their purchasing behavior. 6.The overall consumer impression of the store is positively correlated to the purchase intention. The “commodity dimension”, “space allocation dimension” and “convenience dimension” have a significant predictive power on the purchase intention, justifying that the convenience of service and space allocation are important factors in the 24-hour sports and fitness club in addition to the equipment. Based on the above-mentioned findings, I suggest that the 24-hour sports and fitness club should create a store image that is catering to the target customers, meet customer’s needs of space allocation and maintain the quality of equipment and staff’s professionalism. Also, I suggest that they create a theme that is different from other sports and fitness clubs to increase the customer’s staying time and patronage during late night period, leave positive impressions on consumers during the purchase, and in turn make repeated purchases.