臺北地區運動健身俱樂部女性會員消費行為之研究

Abstract

本研究旨在瞭解臺北地區運動健身俱樂部女性會員在人口統計變項、參與動機、生活型態與消費行為之特徵，並分析生活型態與消費行為的相關情形，以及人口統計變項與消費行為的相關情形。本研究以自編之「臺北地區運動健身俱樂部女性會員消費行為調查問卷」為研究工具，研究對象為2010年3月至4月間至臺北地區三間運動健身俱樂部運動之女性會員共420位，有效樣本計387份。本研究問卷調查所得之資料，經描述性統計、獨立樣本t考驗、單因子變異數分析、雪費法及卡方檢定等統計方法進行資料分析，得到以下結論：

一、會員年齡以26-30歲，未婚，職業為家管，大學教育程度，平 均月收入以30,000元以下為主。消費行為中運動頻率每周3-4次，交通時間在15分鐘以內，單獨一人運動，入會方式為年繳，親朋好友為主要消息來源，運動時段主要分佈於周一至周五晚上5點以後，入會資歷多為3年以上，大部分以使用教室課程為主。 二、參與動機強度由高至低排序為「健康需求」、「紓壓需求」、「休閒需求」、「成就需求」及「社交需求」。 三、不同人口統計變項及消費行為在參與動機上有顯著差異。 四、本研究以生活型態將女性消費者分為「享受人生群」、「時尚社交群」及「消極被動群」三個集群。 五、生活型態集群與人口統計變項有顯著相關。 六、生活型態集群與消費行為有顯著相關。 七、人口統計變項與消費行為有顯著相關。

根據研究結果，建議運動健身俱樂部業者可設計針對不同背景變項或消費行為的女性會員的行銷策略，以滿足不同的需求，提升女性加入的意願。

The purpose of this study was to understand the characteristics of demographic variables, participating motivation, lifestyle and behavior of female consumers in Taipei fitness clubs and to analyze the relation of female consumers’ behavior and lifestyles. Questionnaire titled as “the survey of consumers behavior of the female consumers in Taipei fitness clubs” was used as the research tool. The subjects were the female members of three fitness clubs in Taipei. 420 samples were collected during March and April in 2010. Statistical methods were applied to analyze the data. The findings were as below:

1. Most consumers were 26 to 30 year-old un-married females, who had bachelor’s degrees and whose monthly salary was under $30,000 NTD. Most female consumers have over 3- year membership and pay it annually. They mostly did exercise after 5 p.m. at the weekday and the frequency was mainly 3 to 4 times a week. They spent 15 minutes or less in transportation to the fitness club and exercise alone. They went to the specific club by considering the recommendation from their friends or families. Generally, the female consumers tend to join the classroom programs. 2. The intensity of participative motivation in descending order were “health”, “relaxation”, “leisure”, “achievement” and “social needs”. 3. Significant differences were found among members’ participative motivations and demographic variables. 4. The femaleconsumers of fitness clubs in Taipei were classified into three lifestyle types which includes “life-enjoyment oriented”, “fashion-socialization oriented”and “passiveness oriented”. 5. Lifestyles of the female consumers were significantly related to demographics variables. 6. Lifestyles of the female consumers were significantly related to consumer behaviors. 7. Demographics of the female consumers were significantly related to consumer behaviors.

According to the results, it was recommended that fitness club may develop different marketing strategies targeting females of different demographical or lifestyles, in order to increase the intention of female consumers in joining fitness clubs.