| Summary: | 碩士 === 開南大學 === 企業與創業管理學系 === 98 === Due to the implementation of the two-day weekend policy and increasing prevalence of sport and leisure activities, the fitness equipment industry has become a very important industry in recent years. This study attempted to investigate factors affecting consumers’ choice of fitness equipment and the relative weight of each factor. From theories of consumer buying behavior and previous literature, this study induced nine criteria and three dimensions affecting consumers’ choice of fitness equipment. A two-stage analysis design was adopted. First of all, the relationship among the three dimensions, including power of product, brand, and price was examined using Decision Making Trial and Evaluation Laboratory (DEMATEL). Later, Analytic Network Process (ANP) was employed to compute the relative weight of each of the nine criteria. Results showed that all the criteria were mutually influential, and ANP was more suitable for analysis of this kind of relationship than AHP. In terms of importance, brand awareness ranked first, meaning that this factor was considered most important by experts. Real price ranked second and was followed by product functions. For fitness equipment resellers or manufacturers, the above findings should be seriously considered in their future investment or planning of marketing plans, because these findings could help them create products that really meet consumers’ needs and attain sustainability.
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