| Summary: | 碩士 === 國立體育學院 === 體育研究所 === 90 === We Taiwanese in the 21st centry have the advanced concept of recreation. When the consumers change their attitudes toward the concept of health,sales need to be aware of the change.This way, they can decide the most defensive and offensive marketing strategy based on the prediction of consuming behavior and potential needs. The change is definitely beneficial to the health industry. The purpose of this research is to apply ELM to study the behaviors of the consumers,who consider to buy Fitness Club Member Card,in an effort to investigate whether their buying strategies or individual differences are going to effect their buying decision process.
The conclusions of this research are as follows:
1.The consumers with high product involvement lay significantly higher emphases on the central cues and other factors than those with low product involvement. There is a significant difference between the consumers with high product involvement and those with low product involvement as seen in ELM. However,the types of recommendation,advertisement,sales promotion and all
peripheral cues show that the consumers with low product
involvement lay significantly higher emphases than those with high product involvement, except in the field of public relations.
2.The consumers with high product knowledge lay significantly higher emphases on central cues and other factors than those with low product knowledge. However, the types of recommen -dation,advertisement, and all peripheral cues show that the consumers with low product knowledge lay significantly higher emphases than those with high product knowledge, except in the field of public relations. As for the sales promotion,there is no difference between them.
3.The consumers with different involvement and different product knowledge have significant differences in their emphases of the central cues,but there is no interaction effect between them. It’s the same to value the peripheral cue, and the interaction effect is also significant.
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