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作者(中文):李冠陞
作者(外文):Lee, Kuan-Shen
論文名稱(中文):探討台灣健身產業中老年顧客的動機與障礙
論文名稱(外文):Understanding the Motivators and Barriers for Elderly Customers in Taiwan’s Fitness Industry
指導教授(中文):丘宏昌
指導教授(外文):Chiu, Hung-Chang
口試委員(中文):謝依靜
尹秦清
口試委員(外文):Hsieh, Yi-Ching
Yin, Chin-Ching
學位類別:碩士
校院名稱:國立清華大學
系所名稱:國際專業管理碩士班
學號:111077502
出版年(民國):113
畢業學年度:112
語文別:英文
論文頁數:48
中文關鍵詞:老年人老化健身產業關鍵動機關鍵障礙
外文關鍵詞:ElderlyAgingFitnessindustryKeymotivatorsKeybarriers
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這項研究探討了隨著台灣老年人口增加,健身產業在這一人群中的成長機會,並將其視為一個獨特的市場細分。研究旨在通過考察影響老年顧客參與健身產業的動機和障礙,以增加他們的參與度並促進健康。利用質性現象學方法進行的半結構化訪談揭示了老年消費者對於衰老和健身活動的看法。
研究確定了五個關鍵動機因素,包括身體健康和體能、環境和可訪問性考量、生活方式和時間管理、經濟因素、個人態度和動機,以及兩個主要障礙:社交動態和心理及認知因素。與現有的看法相反,研究結果挑戰了將社交動態視為障礙的角色,並反對了免費不是動機的觀點。相反,整體健康顧慮被突顯
為最有力的參與動機。
這些見解不僅挑戰了之前的假設,還強調了對於向老年人市場健身需要采取細緻入微的方法的必要性。通過了解這一人群面臨的具體需求和障礙,健身服務提供者可以開發針對性的策略,以吸引和鼓勵老年人的參與,最終有益於他們的健康和福祉。這項研究為更廣泛地理解老年人的健身行為提供了貢獻,並為健身行業的服務提供者提出了實用的建議。
The fitness industry in Taiwan has grown with its elderly population increase, presenting an opportunity to explore this demographic as a distinct marketing segment. The research examines motivators and barriers affecting elderly customers’ engagement with the fitness industry to enhance participation and promote health. Utilizing a qualitative phenomenological methodology, semi-structured interviews revealed elderly consumers’ perceptions of aging and fitness activities.
The research identified five key motivators, including physical health and fitness, environmental and accessibility considerations, lifestyle and time management, economic factors, personal attitude and motivation, as well as two principal barriers: social dynamics and mental and cognitive factors. Contrary to existing perceptions, the findings challenge the role of social dynamics as a barrier and dismiss the absence of a fee as a motivator. Instead, overall health concerns are highlighted as the most compelling motivator for participation.
These insights not only challenge prior assumptions but also underscore the need for a nuanced approach to marketing fitness to the elderly. By understanding the specific needs and obstacles faced by this demographic, fitness providers can develop targeted strategies that cater to and encourage the elderly’s participation, ultimately benefiting their health and well-being. This study contributes to a broader understanding of elderly fitness behaviors and suggests practical implications for service providers in the fitness industry.
Abstract (Chinese)--------------------------------I
Acknowledgements (Chinese)------------------------II
Abstract------------------------------------------III
Acknowledgements----------------------------------IV
Contents------------------------------------------V
List of Tables------------------------------------VII
1 Introduction------------------------------1
1.1 Research Background & Motivation----------1
1.2 Research Question-------------------------2
1.3 Research Objective------------------------2
2 Literature Review-------------------------3
2.1 Fitness Industry Overview-World-----------3
2.2 Fitness Industry Overview-Taiwan----------4
2.3 Impact of COVID-19 & Post-pandemic--------5
2.4 World Aging Population--------------------7
2.5 Defining Aging & Elderly Consumers--------8
2.6 Taiwan Becomes an Aged Country------------9
2.7 Elderly Consumers as a Marketing Segment--10
2.8 Taiwan Seniors and Exercise Activities----12
2.9 Elderly Respond to Marketing Strategies---13
2.10 Benefits for Elderly Participate in Gym---14
2.11 Related Studies---------------------------16
2.12 Assumption--------------------------------21
3 Research Methodology----------------------22
3.1 Methodology approach----------------------22
3.2 Data Collection---------------------------22
3.3 Data Analysis-----------------------------24
3.4 Research Ethics---------------------------24
4 Findings & Analysis-----------------------25
4.1 Key Motivators----------------------------29
4.2 Key Barriers------------------------------39
5 CONCLUSION & RECOMMENDATION---------------42
5.1 Research Limitations----------------------43
References----------------------------------------45
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