銀髮族健身俱樂路參與阻礙、涉入程度與消費意願關係之研究

A study of seniors' participation constraints, involvement, purchase intention of joining fitness club

10.6634/JPSS-CCU.201612.24.05

王婉馨(Wang, Wan-Hsin)；廖堡寬(Liao, Pao-Kuan)；邵于玲(Shao, Yu-Lin)

銀髮族運動 ； 健身俱樂部 ； 運動參與 ； 消費行為 ； senior sports ； fitness club ； sports participation ； consumer behavior

文化體育學刊

24輯（2017 / 03 / 01）

53 - 61

繁體中文

目的：運動知識不對等、缺乏安全和友善的健身環境，是常見阻礙銀髮族參與休閒運動的原因，因此本研究欲瞭解銀髮族參加健身俱樂部之參與阻礙、涉入程度與消費意願的關係。方法：問卷採便利抽樣於臺北捷運出口發放，針對350位55歲以上銀髮族為對象，有效問卷308份。結果：一、銀髮族健身俱樂部參與阻礙分數最高為結構性阻礙，次為人際阻礙、個人內在阻礙；二、參與阻礙、涉入程度與消費意願三者均達顯著相關；三、涉入程度在參與阻礙對消費意願的關係中，具部分中介的效果。結論：一、健身俱樂部之銀髮族會員可能已透過阻礙協商策略克服或降低阻礙因素，提升參加健身俱樂部之涉入程度，增加消費意願，故選擇參與健身俱樂部；二、業者可傳達健身俱樂部之價值使其感受重要性、藉由銀髮族客製化的健身器材，克服或降低非會員之銀髮族參與阻礙因素，易提高參與之意願。最後，依研究結果以降低參與阻礙為本制訂對健身俱樂部在銀髮族市場之經營策略。

Introduction: The participation of seniors in recreational sports is typically limited to constraints such as inadequate sports knowledge and a lack of safe and friendly environment suitable for them. This study aimed to understand the relationship among participation constraints, involvement and purchase intention of seniors in joining fitness clubs. Methods: The sample was identified through convenience sampling technique. The questionnaires were surveyed at Taipei MRT exits and a total of 308 valid questionnaires were collected among 350 respondents over 55 years of age. Results: First, the seniors the highest to low score of participation constraints are structural constraints, interpersonal constraints and intrapersonal constraints in fitness clubs. Second, the participation constraints, involvement and purchase intention of seniors in joining fitness clubs are found to be significantly correlated. Third, the involvement has partly mediated between participation constraints and purchase intention. Conclusion: Frist, senior members of fitness clubs may have previous experience to overcome or reduce participation constraints since they have already participated in fitness clubs, so as to improve the purchase intentions of seniors to participate in joining fitness clubs. Second, the industry should promote the importance of participation in fitness clubs and provide customized fitness equipment for seniors easy to improve their purchase intention by overcoming or reducing the participation constraints of seniors. Finally, this study is based of overcoming or reduces the participation constraints of seniors to propose a number of approaches for the industry.

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