Investigation of the reasons for female consumers to select fitness spaces
| Autor: | Hui-Li Pei, 裴慧莉 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 In the past, joining the gym or fitness center is like a privilege of male members. However, with the recent improvement in women's education levels, financial independence and the rise of feminist consciousness, there are more and more women accessing fitness centers. Fitness center has now become a symbol of fashion and modern, leading to anemerging fitnessindustry in which women are the primary customers. These female-specific or so-called women-only fitness spaces have brought up an interesting issue of gendered distinction in this industry. The aim of this research is to investigate whether the store types and the store images would affect the preference and decision of women to participate into a female-only fitness space or otherwise. This study is conducted by convenience sampling method with 200 copies of questionnaires. After excluding the invalid questionnaires, 189 valid data were analyzed with SPSS software by descriptive statistics, ANOVA variance analysis, and regression analysis. The results showed that: (1)demographic variables vary in store selection hypothesis part of the establishment, (2) lifestyle choices at the store part of the establishment is different hypotheses, (3) store image in the store of choice part of the establishment of different hypotheses. Also found that the demographic characteristics of women's participation in the fitness center is 21-49 years old, unmarried, services, college educated, older women prefer to select a fitness center exclusively for women. Key words : Consumer behavior, life style, store image |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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