The Correlation Study on Day Spa Consumers' Participating Motivation, Decision Factors in Choosing Day Spa and Participating Satisfaction

• Main Authors: Chung Pi-Hsia, 鍾碧霞
• Other Authors: 羅雁紅
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/53385417833419493641

碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 93 === The purpose of this study was to reveal the characteristics of the demographic variables, participating motivation, decision factors on choosing Day Spa and participating satisfaction. In order to probe the correlation on their participating motivation, decision factors, participating satisfaction and also loyalty, the questionnaires were distributed and measured with Likert 5 scale. The subjects of this study were the Day Spa goers in Taichung. 195 valid samples were successfully collected. Descriptive statistics, one way ANOVA, correlation and regression analysis were applied for data analysis. The findings and conclusions were as follows: 1. Most of Day Spa goers were female. Their age was between 21-40. Most of them owned the degree of college or above. Most of their monthly income were between NT$20000 and NT$60000. 2. Most of Day Spa goers went to Day Spa once a month. Most people experienced the treatment within 2 hours. The price under NT$3000 can be acceptable. Most of them preferred to go alone to Day Spa. 3. The main motivations to go Day Spa were the beauty needs, physiological needs and safety needs. The most important decision factors for choosing Day Spa were the professional therapists, their service quality and better environment and setting. The Day Spa goers were most satisfied with the professional knowledge/skill and service quality of therapists. 4. The correlation was found between participating motivation and decision factors for choosing Day Spa and they had influence on participating satisfaction.