健身俱乐部消费者信息需求研究——购买经验及产品知识视角

On the Study of Information Demand of Consumers in Fitness Club——Perspective from Purchase Experience and Product Knowledge

信息对消费者的行为有重要影响,研究采用问卷调查和访谈结合的方式,探讨购买经验及产品知识对健身俱乐部消费者选择俱乐部时信息需求的影响.结果表明,购买经验少的消费者主要关注健身功能信息,购买经验多的消费者除此之外,还关注社交功能信息等其他内容.产品知识多的消费者对信息的需求程度更高.研究认为,健身俱乐部应该进行更进一步的市场细分,营销人员应该针对不同消费者的需要提供信息,以提高营销效率.

Information has an important influence on consumers＇ behaviour.In this paper,questionnaire and interview are used to discuss the influence of purchase experience and product knowledge of consumers on their information demand when they choose fitness club.The result shows that consumers who have less purchase experience pay attention to information of fitness and consumers who have more purchase experience pay attention to information of social communication function.Consumers who have more product knowledge have higher information demand.It suggests that fitness club should make further segmentation.Salers should supply different information to different consumers in order to improve efficiency.