| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士班 === 92 === In Taiwan, there is only 2% of the whole population to attend health and fitness clubs. Comparing with 14% in some developed countries, Taiwan still has much space to be improved. Meanwhile, the policy for two-day off in one week also inspires people to do leisure and health care events. In addition, more and more health and fitness clubs gradually changes their operations from pure sport health centers to composite health and fitness clubs. In composite health and fitness clubs, not only can consumers take exercise, play with their kids, but also socialize with some other members. Thus, health care concept has become a new fashion and business in Taiwan.
For leisure industry in Taiwan, there is about 10% growth rate being improved. More and more new organizations including local and international companies will join this industry. Therefore, in short time, the leisure industry marketplace will still continue to expand and competitions in this industry will become more restrict. Thus, if health and fitness club practitioners want to survive in a competitive marketplace. They need to think how to create an appropriate marketing strategy and make a right decision.
Increasing consumers’ commitment is an important task for practitioners, since research has shown that about half of the individuals who start taking part in sports drop out within a short period of time. The discontinuance rates for fitness program participants in America are as high as 75% to 80%.
This study combined sport commitment model and customer voluntary performance behaviors to create a more advanced structural equation model to predict consumer-buying behaviors for health and fitness clubs in Taiwan. Base on the structural model, this study explored relationships among the sports commitment antecedents (sport enjoyment, involvement alternatives, personal investment, social constraints, and involvement opportunities), sport commitment, and customer voluntary performance behaviors.
In this study, 1,100 self-administered questionnaires were distributed to the largest health and fitness club chain in Taiwan, 613 were usable. The survey response rate was 55%. The model was analyzed using SPSS and LISREL for a sample of health and fitness club chain members.
The results of this study as follows: Sport enjoyment was significantly, positively related to sport commitment. Involvement opportunity was significantly, positively related to sport commitment. Sport enjoyment was significantly, positively related to cooperation. Sport enjoyment was significantly, positively related to participation. Involvement alternative was significantly, negatively related to loyalty. Involvement alternative was significantly, positively related to participation. Social constraint was significantly, positively related to loyalty. Social constraint was significantly, negatively related to cooperation. Finally, Sport commitment was significantly, positively related to loyalty.
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