| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 98 === Women are considered the most potential consumers in the world. According to Popcorn & Marigold(2000), 80% consumer behavior throughout the world is under control of female or affected by women. In terms of Taiwan female consumer expenditure patterns, the proportion of the entertainment and leisure accounts for much highest and grows fastest. Domestic health leisure industry operators sniffed out a large piece of the market opportunities, some of them have created a space only for women to have leisure activities in order to meet women''s need that has aroused the interest of the researcher. Many studies in Taiwan have found that lifestyle is relative to consumer behavior and recreational sports. In addition, some studies have also found that women often ask others for pre-shopping advice, and be willing to exchange opinions with others. Therefore, the researcher wishes to use the female members of the health club as the sample to explore how interpersonal communication and life style affect female recreational sports consumer behavior, as well as the relationship among interpersonal communication, lifestyle, and female recreational sports consumer behavior.
This study used a questionnaire survey method, and selected "purposive sampling" for sampling method based on research purpose. The study conducted the survey on the lifestyle, interpersonal communication, and consumer behavior of the female members of True Dance and Go Gym. There were 108 valid questionnaires collected for True Dance and also 106 valid questionnaires collected for Go Gym. The researcher used descriptive statistics, factor analysis, reliability analysis, correlation analysis, chi-square test and other analysis methods by SPSS statistical software for analyzing data. The results showed the hypothesis of that there are significant differences between the lifestyle and the female recreational sports consumer behavior is partly established, and also the hypothesis of that there are significant differences between the interpersonal communication and the female recreational sports consumer behavior is partly established. Age, income and marital status have significant differences from the women’s lifestyle, but the rest of the variables are opposite. Career and average income have significant differences from the interpersonal communication, but the rest of the variables are opposite. The study also found that the opinion leaders of the club’s female members are those who are 20 to 29 year-old, unmarried, college education as well as working in the financial and service industries.
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