健身運動工作室消費者消費行為之研究

本研究在探討在健身運動工作室之消費者消費行為研究，並在健身運動工作室為研究範圍場域，有在健身運動工作室的消費者為研究對象，旨在探討消費者生活型態與其消費行為之間的關係，並以便利性抽樣的方式，進行問卷的施測及發放，研究對象為2019年5月至三間健身運動工作室運動之消費者填寫線上問卷，有效問卷共計429份。本研究問卷調查所得資料，經由統計方法進行分析，得到以下結論: 一、以40歲以下女性消費者，服務業及專業/技術人員居多與家庭以無小孩的占多數。二、生活型態分為3群「享受生活群」、「流行休閒群」與「社交活動群」。三、消費者以每週運動次數一次為主，接受交通時間在15分鐘以內到達，習慣自己運動或是與朋友同事一起運動並以單次付費方式；從親朋好友的口碑推薦為消息來源並在平日晚間下班時段運動主要以團體運動課程，持續運動時間以三個月為多。四、人口統計變項與生活型態集群皆有達到顯著差異。五、人口統計變項對於消費行為皆有達到顯著差異。六、生活型態集群與消費行為皆有達到顯著差異。根據研究結果，建議健身運動工作室業者，能針對不同背景變項及消費行為的健身運動作室消費者去設計課程或行銷策略去符合不同的消費者需求。

關鍵字

健身運動工作室；生活型態；消費者購買行為

並列摘要

The purpose of this study was to understand the characteristics of lifestyle and behavior of fitness studio consumers and to analyze the consumers’ lifestyle and consumers’ behaviors.The questionnaire was the research tool to collect the samples. From May 25th to May 31th, 2019, 429 samples were collected. Statistical methods applied to analyze the data.The results were as below: 1.Most customers were under forty year-old, female who had bachelor’s degrees and no child family.Occupational categories are service industry and professional technicians. 2.The customers were classified into three lifestyle types which includes “life-enjoyment”, “fashion-leisure” and “socialization”. 3.They mostly did exercise one time on weekday with friends or exercise alone and spent fifteen minutes or less in transportation. They went to fitness studio by considering the recommendation from friends or families. They liked to join the group sports course in three months and payment was single charge. 4.Lifestyles of fitness studio customers were significantly related to demographics variable. 5.Lifestyles of fitness studio customers were significantly related to customer brhaviors. 6.Demographics of fitness studio consumers were significantly related to customer brhaviors. According to the results, it was recommended the fitness studio that could develop marketing strategies and customized sports course of different demographical or lifestyles.