隨著社會進步與國民所得的增加,現代女性教育程度提升,加上經濟自主購買力強、社會價值觀的改變,健康意識抬頭,在其消費能力提昇之後,其開始追求休閒、健身、美容及瘦身等風潮,女性消費者亦為服務業的目標市場,且產品和服務有越來越多的趨勢。為了爭取女性市場的龐大商機,許多企業紛紛使出解數,瞄準女性客群,搶攻女性商機。本文係與探討瘦身美容會館之會員消費動機為本研究動機的主軸。 本研究旨在解析研究個案會員之消費動機,詳細目的則臚列如下: (一)彙整與說明美容瘦身會館之發展與其產業。 (二)透過問卷解析研究個案消費動機之類型。 (三)應用質性依變數模式,實證影響受訪會員消費動機之因素。 (四)依據研究結果,硏議提昇研究個案改善營運之策略。 分析方法採用敘述統計之次數分配與百分比及二元選擇模式Logist 迴歸分析。本研究個案以有效樣本491 份作為統計分析,會員全為女性,婚姻狀況以已婚為主,家庭結構以2~4 人,學歷以大專以上為主,年齡主要以30 歲以下居多,月收入以4~6 萬為最多,月支出以2~4 萬為最多,職業以從事商業居多。
With the prosperous society and income increasing ,women’s degree of education is Increasing. There are seek the good body shapes and health lives. Women are target market and more and more for products and service. To gain the women business,business devote to women consumer. Therefore, the purpose of this paper discusses consumer motivation of member. The purposes of this paper are as following: 1. to understand and analyze the features of case company. 2. to understand the character of the customers by using the servey samplings. 3 to evaluate logistic and understand the factors of members 4 according to the result of research to set strategy to increase the benefits of the case. The data used by this paper are from the field survey based the consumers went to buy the products offered by 49 chain-store of the case company in Taiwan. The735 samples were sampling by randomly without adjustment, only 491 samples used in this paper. The analyze by logistic. The results of paper:most marriage situation are married and education are junior college and age is below 30 and income between 40 thousand and 60 thousand.. Espense is about 20 thousand to 40 thousand. Mainly occupation are business.