| Summary: | 碩士 === 國立臺灣體育學院 === 休閒運動管理研究所 === 92 === The purpose of this study was to explore the effect of two-step flow of communication on the purchasing of health club membership. Samples in this study were taken from five health clubs in Taichung city. A questionnaire called Survey of the Communication Effects on Purchasing Health Club Membership was employed to test 355 valid samples. Four factors, influence, participating characteristic, participating motivation and demographic were analysis by descriptive statistics, one-way ANOVA, Cluster analysis and Discriminate analysis. The findings revealed that the functions of two-step flow of communication was valid for commercial chained health club to recruit new members. The opinion leaders who influenced new members to purchasing membership in investor-owned independent health club were male college students and young female working class, in commercial chained health club were young female working class, in hotel health club were male professional ages between 43 to 48. People at the same social class had interpersonal influence in the health club especially the young female working class ages 28 to 32.
This study recommended that in order to recruit new members, club management should enable the media and advertisements to attract young female working class, in addition, clubs should provide various promotions for young female working class and ages between 48 to 53 male executives, for them to refer others to purchase the health club membership.
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