A Study of the Determinants on the Pricing of Member Card in Leisure Club Industry

• Main Authors: Yang, Chiou-Wen, 楊秋紋
• Other Authors: Zhang, Gong-Xiong
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/12650838007351294569

碩士 === 國立屏東科技大學 === 企業管理系碩士班 === 92 === The purpose of this paper aims at understanding on the pricing model in leisure club industry. Factor analysis, Cluster analysis, ANOVA, and Multi-regression analysis are used to test the difference in pricing factors between consumers and firms, and the relationship between pricing factors and club member card. From the aggregation of questionnaires in Taiwan’s leisure club industry, 231 samples are collected. Through the testing of these samples, the conclusions are: (1) The influence factors of club member card are including products contents, social class demand, and market competition. (2) The research divides consumers into three groups including Quality-Driven one, Price-Driven one, and Brand-Driven one. The research discovered that Quality-Driven consumers most take product contents factor, Price-Driven consumers are the medium, and Brand-Driven consumers most take social class demand factor and market competition factor. (3) The objective cognition of purchasing club member card by consumers, we find that there is a negative impact on pricing factors and club member card’s price. The subjective cognition of purchasing club member card by consumers, we find that there is a positive impact on pricing factors and club member card’s price. Between pre-purchased and after-used club member card, there is an expect gap of consumers. (4) This research suggests that firms use different pricing strategies to different consumers.