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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63463

    Title: 健身俱樂部消費意圖探討;Analyzing the intention of attending fitness club
    Authors: 李夢涵;Li,Meng-han
    Contributors: 企業管理學系
    Keywords: 健身俱樂部;計畫行為理論;社會認知理論;行為意圖
    Date: 2014-01-28
    Issue Date: 2014-04-02 15:19:28 (UTC+8)
    Publisher: 國立中央大學
    Abstract:   本研究以社會認知理論與計畫行為理論之觀點,輔以司徒達賢(2005)對目標、環境、條件之見解,分析目標、環境、條件對於健身俱樂部消費意圖之影響程度,並探討不同人口統計變項產生之差異及干擾效果。以20歲以上之消費者及潛在消費者為研究對象,使用網路問卷與紙本問卷作為調查方式,實證分析結果顯示:

    關鍵字:健身俱樂部、計畫行為理論、社會認知理論、行為意圖; In recent years, with the economic recovery, increased leisure time, and the promotion of government, people pursue lifestyles of health and sustainability. The status reveals that sport industry contains a variety of commercial possibilities. By the implementation of effective strategies, fitness club should be expanded more smoothly. The purposes of study are discussing the major factors that influencing the intention of attending fitness club from the view of consumers.
    This research based on the viewpoints of social cognitive theory and theory of planned behavior. Furthermore, the study explores the effects of outcome expectancy, social support, and capability and resource on intention of attending fitness club. Then, probing for the differences and interferes of demographic variables. The research results show that:
    1.Outcome expectancy, social support, and capability and resource have positive influences on attending intention with different effect.
    2.In different age group, outcome expectancy, capability and resource, and attending intention of youths are higher than middle-aged adults and elders. Comparing with different income, outcome expectancy of low-income group and middle-income group are higher than high-income group. But the results don't show interferes.
    3.After extracting factors from outcome expectancy, social support, and capability and resource, find five principal components. Comparing with demographic variables, the five components have different effects on intention.

    Key words:Fitness club, the theory of planned behavior, social cognitive theory, intention.
    Appears in Collections:[企業管理研究所] 博碩士論文

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