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題 名 | 運動休閒俱樂部會員生活型態及其消費者行為之研究--以臺中地區為例=The Study of Life Style and Consumer Behavior of Sports and Leisure Clubs of Members--Taichung Area as a Study Case |
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作 者 | 林百也; 黃長發; 顏榮宏; | 書刊名 | 中州學報 |
卷 期 | 20 2004.12[民93.12] |
頁 次 | 頁149-168 |
分類號 | 991.3、991.3 |
關鍵詞 | 運動休閒俱樂部; 生活型態; 消費者行為; 顧客滿意度; Sports and leisure club; Consumer behavior; Life style; Consumer satisfaction; |
語 文 | 中文(Chinese) |
中文摘要 | 運動休閒俱樂部隨著社會大眾對健康的需求而漸漸盛行,業者紛紛推陳出新,提出各種的促銷活動來吸引廣大的消費者,但因不景氣及競爭者不斷加入的影響下,致使得企業在招募會員中遭遇到不少的瓶頸。本研究主要運用生活型態理論及顧客滿意度理念來探討運動休閒俱樂部消費者的市場,並以台中專業運動休閒俱樂部參與者為研究對象,採問卷調查與實地訪談的方式進行分析。本研究發現不同性別在滿意度構面上有差異;不同生活型態與消費者行為上有差異;不同生活型態與消費者滿意度有差異;年齡、性別、婚姻狀況、職業、每月平均所得與消費者行為有差異。本研究並針對研究結論提出五點建議供業者參考:1. 提倡親子活動策略;2. 加強女性服務策略;3. 提供加值服務策略;4. 針對不同生活型態,提供其需求;5. 依消費頻率提供不同價格與服務。 |
英文摘要 | The sports and leisure clubs have been developing due to the public request for the health. This business has also run many new extra activities and proposed promotions to attract new consumers. However, getting new members has been very difficult because of the economy has been worse and many new business competitors in this field. The purpose of this study was to investigate the life style and consumer satisfaction of the consumers shop for sports and leisure clubs, and sampled from professional sports and leisure clubs in Taichung area using questionnaire and discussion to obtain data for further analysis. The results shown different satisfaction due to sexuality; different life style and consumer behavior were statically different; different life style and consumer satisfaction were different; age, sexuality, marriage status, occupation, monthly average income and consumer behavior were different. Based on the research result, this study proposed 5 points for business owners: 1. Strategy for proposing parent and kid activity; 2. Strategy for increasing quality service for female consumers; 3. Strategy for extra service policy; 4. Meet their special requirements based on various life style; 5. Offer various club rates and services based on member's frequency of participation. |
本系統中英文摘要資訊取自各篇刊載內容。