| Summary: | 碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 107 === The purpose of this study was to know the demographics and purchasing behaviors of 24 hours Sports and Fitness club’s customers in Taiwan；moreover to learn if Consumer Impression is the significant indicator for purchasing intention. “Store image and purchasing behaviors questionnaire” was used as research tool, and 24 hours Sports and Fitness club’s customers who were above 20 years old are the research objectives. Research period is during March to June 2018, and totally collected 457 valid data by using purposive
Sampling .Descriptive statistics, Chi-Square test, variance analysis, post hoc comparison, independent t-test, Pearson correlation analysis, and multiple linear regression analysis were used to analyze the data, and the results were as following:
1.The consumers in the 24-hour sports and fitness club are mainly 20-39 years old, with students and office workers with college education and above. Most consumers’ motivation is health concerns and interests in exercise. More than half of the consumers go to the sports and fitness clubs between 18:00 and 24:00. Payment on a monthly basis is most adopted. The amount of money consumers are willing to spend is less than 2,000 NTD per month.
2.The consumer’s impression of the 24-hour sports and fitness club is generally positive, but a relatively low score is shown in the dimensions related to “service arrangement”. The highest score shown in customers’ impression is “convenience”, especially the opening hours.
3.There were significant differences between different demographic backgrounds of the 24-hour sports and fitness club consumer in consumer behavior.
4.There were significant differences between “marital status” and “age” of the demographic backgrounds in the overall consumption impression of the store.
5.There were significant differences between purchase intentions in consumer considerations. The distance, opening at night and number of customers influence consumers’ purchase intention. Factors of consumers’ consideration are consistent with the actual consumer behavior and are important indicators for predicting their purchasing behavior.
6.The overall consumer impression of the store is positively correlated to the purchase intention. The “commodity dimension”, “space allocation dimension” and “convenience dimension” have a significant predictive power on the purchase intention, justifying that the convenience of service and space allocation are important factors in the 24-hour sports and fitness club in addition to the equipment.
Based on the above-mentioned findings, I suggest that the 24-hour sports and fitness club should create a store image that is catering to the target customers, meet customer’s needs of space allocation and maintain the quality of equipment and staff’s professionalism. Also, I suggest that they create a theme that is different from other sports and fitness clubs to increase the customer’s staying time and patronage during late night period, leave positive impressions on consumers during the purchase, and in turn make repeated purchases.
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