- 學位論文
瘦身美容生活會館會員消費決策之個案研究
A Case Study on the Consumption Decision of Members for the Salon in Taiwan
摘要
現代女性在消費能力提升後，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，且產品與服務有越來越多之趨勢。而業者所塑造的生活會館型態，彙集其功能，包含運動生活會館、溫泉SPA休閒養身會館及瘦身美容生活會館等。本文旨在探討台灣地區以瘦身美容生活會館會員之消費決策為主軸，並運用個案研究方式，選擇台灣地區第一品牌之瘦身美容生活會館會員，針對其在個案會館內之消費決策五階段：需求確認、搜尋資訊、方向評估、購買、消費後評估等及消費前後之消費決策進行分析調查，詳細目的則列如下： （1）彙整研究個案發展與營運。 （2）透過問卷，分析研究個案會員消費之行為。 （3）透過問卷，分析研究個案會員之生活型態與消費行動。 （4）據研究結果，研議研究個案吸引會員消費之策略可能之方向。 本研究共發放500份問卷，回收有效樣本315份，受訪樣本採用敘述性統計：次數分配表、百分比法、獨立性卡方（χ2）值檢定。採隨機抽樣的方式，發放問卷給研究個案全台之各分店會員，運用採調查方法、探索性理論說明方式分析其會員之消費模式與研究個案經營模式的關係。 經本研究調查結果，受訪樣本未婚者居多佔總樣本數56.5%；已婚者則佔43.2%，家庭結構以4~5人最多佔40.6%；其次為3人佔26.0%；2人為15.2%。受訪樣本中年齡在21~30歲及31~40歲消費者佔多數，各佔總樣本數39.4%；其次為41~50歲為15.2%，個人平均月收入以3.5~4萬元居多，佔總樣本數28.3%，其次為2.5~3萬元佔總樣本數25.1%，再來是5~6萬元為16.5%。學歷程度以大專院校最多佔總樣本56.2%；其次為高中(職)為26.7%。受訪樣本以從事服務業居多佔總樣本數42.5%；其次則為工商業佔21%。 研究結果發現： （1）會員年齡層主要介於21歲～40歲之間。 （2）職業以服務業與工商業最為顯著。 （3）會員經濟能力以個人月平均收入2.5萬～4萬元間最為顯著。
關鍵字
生活會館、消費決策、瘦身美容並列摘要
The modern female has more money to spend, so they have started to pursue activities relating leisure, healthy body, cosmetology and thin body. Therefore, the feminine consumer has become a target for the service industry as well as companies providing services such as spas and exercise, massage, and facial beauty. This article is for the purpose of discussing the top Taiwan club in this field and surveyed members of this club to determine how they chose this particular club over others. There are five stages in the decision-making process to choose a particular club: Determining that you need the service provided, searching for information about this service, evaluating the service provided, and finally the purchase of a membership. Detailed as following: (1) Collect and study the development and management this particular club. (2) Analyze and study members’ consumption behaviour through survey. (3) Analyze and study members’ life style and buying ability. (4) According the study results, discuss the possible strategies to attract more people to join the club. 500 questionnaires were passed out and 315 effective samples were received. Use narration statistics method: Number of times distribution list, Percentage law, Independent card side (χ2 ) value examination. The questionnaires were passed out randomly to members in different branches all over Taiwan. Using investigation method and exploration theory the relationship between members’ consumption pattern and the business management pattern were analyzed. The survey showed that 56.5% of the respondents are single; 43.2% are married. Family structure, 40.6% of total respondents have 4~5 family members, 26.0% of the respondents have 3 family members and 15.2% have 2 family members. 39.4% of the respondents are between 21~30 years of age and 39.4% are between 31~40 years of age. 15.2 % are between 41~50 years of age. Average monthly income is $35,000 ~ 40,000 28.3%, $25,000~$30,000 25.1%, $50,000~$60,000 16.5%. Education: college and university 56.2%, high school and vocational school 26.7%. Occupation: service industry 42.5% ; commercial and industry 21%. The research discovered that, (1) The ages of the members are between 21 and 40 years old. (2) Most member are employed in the service industry and the commercial sector. (3) The individual average income is between $25,000 and $40,000.