人口统计学变量对商业健身俱乐部品牌忠诚度影响的实证研究

Empirical Study of Effects of Demographic Variables on Brand Loyalty of Commercial Health Club

采用问卷调查、数理统计等研究方法,基于消费者的性别、职业、年龄、教育程度等个体差异,考察了人口统计学变量对商业健身俱乐部品牌忠诚度的影响。研究结果表明,不同性别的消费者在品牌认知度、广告促销、态度忠诚度和行为忠诚度上呈现显著性差异;不同职业的消费者在品牌认知度、产品、价格、广告促销、态度忠诚度和行为忠诚度上存在显著性差异;不同年龄的消费者在价格方面存在显著性差异;不同教育程度的消费者在价格上存在显著性差异;不同月收入的消费者在价格、广告促销和行为忠诚度方面呈现非常显著性的差异。

With adoption of questionnaire and mathematical statistics,the effects of demographic variables on the brand loyalty of commercial health club were studied.Gender,profession,age and educational background of the consumers were analyzed.It showed that there was a big difference in brad recognition,product,price,advertising promotion,attitude loyalty and behavioral loyalty for consumers of different gender.There was an obvious difference in attitudes toward price for consumers of different age and educational background.Moreover,there was a significant difference in price,advertising promotion and behavioral loyalty for consumers with different monthly income.