健康俱樂部會員消費動機之研究—以台南市某俱樂部為例

A Research of Consumption Motivations of Members in Health Club--A case of Health Club in Tainan, Taiwan

洪俊輝(hung chüan hui)

指導教授 ： 李明榮

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

本研究目的基於五點：（1）分析影響健康俱樂部會員消費因素。（2）區隔健康俱樂部之會員消費類型之變項。（3）以生活型態和滿意進行市場區隔，以分析個案會員的不同族群之特性。（4）據研究結果，研議研究個案之行銷策略。（5）分析受訪者的消費動機，如入會動機，消費決策過程及消費行為的特性，將提供產業界及學術研究之參考。本研究係以問卷調查法，了解健康俱樂部會員的消費動機。問卷內容涵蓋入會動機、消費動機、消費行為、生活型態量表、會員消費滿意度、人口統計變數、消費者決策等部份詳細內容，如以自編之「健康俱樂部會員消費動機個案研究問卷」為研究工具，於民國九十五年十一月一日至十二月一日，於台南市某健康生活會館俱樂部實地進行問卷調查。。
本研究為台南地區健康俱樂部會員消費動機之研究，分析過程中得到結論五點：（1）影響加入健康俱樂部之入會動機，與不同之基本資料作交叉分析之後發現，僅少數變項達顯著水準。（2）影響加入健康俱樂部之消費行為，與不同之基本資料作交叉分析之後發現，僅少數因素達顯著水準。（3）在「滿意程度量表」與「行銷策略量表」上的差異分析發現：性別無顯著差異、不同職業別、教育程度、生命週期對於俱樂部之滿意程度有不同感覺與看法。（4）最後，本研究對於相關業者提出相關建議，以作為相關產業後續發展之參考。

關鍵字

健康俱樂部、生活型態、行銷策略

並列摘要

This research was design for following five purposes: (1) Analyze the
consumption factors that influence the members in a health club. (2) Segment the variables in types of consumption for members in a health club. (3) Conduct market segmentation by life style and contentment, to analyze the characteristics from different groups of members. (4) According to the results, plan marketing strategies for the subjects. (5) Analyze the consumption motivations of the subjects, such like
motivations to join the club, consumption decision process and characteristics of consumption behaviors, to provide a reference for the industry and academic research.
This research conducted a questionnaire survey, to understand the consumption motivations of the members in a health club. The context of the questionnaire included motivations to join the club, consumption motivations, consumption behaviors, life style scale, consumption satisfactions, demographic variables and consumer decision.
The research tools was the self-made “questionnaire for consumption motivations of members in the health club”, the questionnaire survey was conducted in certain health club in Tainan city from Nov 1st 2006 to Dec 1st 2006. This research was to study the consumption motivations of members in certain health club in Tainan, following five conclusions were made in the analysis process:
(1) After conducting cross analysis from different basic data, only few variables
achieved the significant level in influencing the motivations of joining the health club.
(2) After conducting cross analysis from different basic data, only few factors
achieved the significant level in influencing the consumption behaviors of joining the
health club. (3) In the difference analysis between “contentment scale” and“marketing strategy scale”: There is no significant difference in genders, but subjects with different occupations, education level, life cycle have different feelings and viewpoints toward the contentment level of the club. (4) Finally, this research made relevant recommendations for practitioners, as a reference for future development of relevant industry.

並列關鍵字

Health club, Life style, Marketing strategy.

參考文獻

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謝文雀(2001)。消費者行為。華泰文化事業股份有限公司。

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李淑美(2006)。健身休閒俱樂部會員次文化族群消費決策之個案研究。亞洲大學經營管理研究所。台中縣：未出版碩士論文。