不同性别健身消费者消费行为影响因素的差异性研究

Research on the Differences of Factors Which Affect Fitness Consumer Behavior about Different Gender

采用问卷调查、文献资料和数理统计方法,对南京市521名参加商业性俱乐部消费者进行施测。从性别的角度来验证和探讨消费者消费行为的差异性。研究表明,“宣传因素、价格因素、环境因素、服务因素、品牌因素、产品因素和地址因素”是影响健身消费者消费行为的主要因素;不同性别健身消费者在“价格因素”、“品牌因素”、“产品因素”、“地址因素”这四个维度上存在高度显著差异。

Through using the method of questionnaire, literature and statistics, this paper made analysis on difference of factor which affect fitness consumer behavior about different gender of 521 consumers in Nanjing . The result showed ＂publicize factor, price factor, environment factor, service factor, brand factor, product factor, address factor＂ are the main factors of affecting customers behaveiors. Gender have highly significant difference between price,brand,product ,address factors.