A study of the consideration factors in selecting thetypes of professional or general service firms.

• Main Authors: LEE, SHIH-CHIEH, 李詩潔
• Other Authors: Wei, Shang-Ling
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/14156092486461180558

碩士 === 實踐大學 === 企業創新發展研究所 === 95 === Abstract Yoga has become a very popular sport in western countries recent years, many famous movie stars and singers in Hollywood are yoga lovers, the numerous advantages of practicing yoga are also proved by professional doctors and medical researchers. For example, practicing yoga may be one way to prevent middle-aged spread and women with breast cancer that has spread beyond the breast may benefit from participating in a tailored yoga program that includes gentle yoga postures, breathing exercises, and meditation, new research suggests. Now, attending yoga classes in a specialized high-level yoga center or a multiple fitness club after a full day of stressed work seems to be one of the hottest activities for office ladies and many other people in Taipei. Most of the specialized high-level yoga centers are very well decorated and put emphasis on their professed yoga teaching service and qualified teachers from all over the world include India. The growth of demand in yoga teaching service in Taipei these years leads to intensive competition between specialized yoga centers and multiple fitness clubs, not willing to lose any of the existing or potential customers, the traditional fitness club with multiple services also designed many different yoga courses in order to attract yoga lovers. The past domestic studies regarding yoga were only limited to in relation with religion, philosophy or ethno archaeology, the research of sport market in Taiwan were only done for multiple fitness clubs. The main purpose of this study is to observe the market development of yoga teaching service in Taipei these years and try to find out what the key factors which influence the consumers’ decision while choosing between specialized yoga centers and multiple fitness clubs are. The samples were collected by means of questionnaire distributed in four different specialized yoga centers and four different multiple fitness clubs, the number of total usable questionnaire is 405. Correlation, factor and logistic analysis are used for data analysis; the result shows that there are three key factors which influence consumers’ choices between specialized yoga centers and multiple fitness clubs. The three factors include the monthly disposable income for sport, the product knowledge of yoga and the teaching expertise of yoga centers, among these three factors, the teaching expertise is by far the most influential variables.