Publication:

二級傳播對消費者購買俱樂部會員證影響效果之研究

本研究旨在探討二級傳播應用於消費者購買休閒健身俱樂部會員證之影響效果。研究對象為臺中市地區單點式經營、連鎖式經營、飯店附屬式經營三類等五個俱樂部之會員。研究採作者自編之傳播方式於消費者購買俱樂部會員證影響效果之研究問卷，內容含影響原因、參與特性、參與動機與基本資料。有效問卷共計355份。統計方法採描述性統計、單因子變異數分析、集群分析、區別分析等方式進行資料處理。研究發現，以二級傳播的方式招募會員是具有效用並最適用於連鎖俱樂部；同時發現影響購買會員證的意見領袖在單點俱樂部為年輕男大學生與年輕女上班族、連鎖俱樂部為年輕女上班族、飯店附屬俱樂部為男青年專業人士；休閒健身俱樂部之人際傳播影響，以相同社會階層之會員為主，其中以28歲至32歲的年輕女上班族最具人際傳播影響效果。

本研究建議俱樂部業者應利用大眾傳播，量身訂作吸引年輕女上班族的廣告，並有效地運用人際傳播影響力，針對28至33歲的未婚年輕女上班族與43至48歲的中年男主管，提出介紹親友優惠方案，讓他們影響他人，協助休閒健身俱樂部招募會員。

The purpose of this study was to explore the effect of two-step flow of communication on the purchasing of health club membership. Samples in this study were taken from five health clubs in Taichung city. A questionnaire called Survey of the Communication Effects on Purchasing Health Club Membership was employed to test 355 valid samples. Four factors, influence, participating characteristic, participating motivation and demographic were analysis by descriptive statistics, one-way ANOVA, Cluster analysis and Discriminate analysis. The findings revealed that the functions of two-step flow of communication was valid for commercial chained health club to recruit new members. The opinion leaders who influenced new members to purchasing membership in investor-owned independent health club were male college students and young female working class, in commercial chained health club were young female working class, in hotel health club were male professional ages between 43 to 48. People at the same social class had interpersonal influence in the health club especially the young female working class ages 28 to 32.

This study recommended that in order to recruit new members, club management should enable the media and advertisements to attract young female working class, in addition, clubs should provide various promotions for young female working class and ages between 48 to 53 male executives, for them to refer others to purchase the health club membership.