[[alternative]]A Study of Consumer Behavior of the Sport and Health Club Members in Taipei Metorpolis

[[abstract]]The purposes of this study were to reveal the characteristics of demographic variables, information sources and consideration factors, participation, and customer satisfaction of sport and health club members in Taipei Metropolis. In addition, it tried to uncover the differences between those members' demographic variables on participation and customer satisfaction. It was also to probe the differences between those members' participation on leisure motivation and customer satisfaction. Two hundred and one members served as the subjects of this study. The instrument " The Questionnaire of Consumer Behavior of Sport and Health Club Members in Taipei Metropolis" was employed. Descriptive statistics (including frequency distribution percentage, mean and standard deviation), Chi-square tests, one-way ANOVA and Scheff 'e method were utilized for data analysis. Within the scope of the study, it was concluded that: 1. The ratio of male members (52.2%) was slight higher than female members; the majority of members were between 21 and 40 years old (82.1%); most of them owned the degree of college (57.7%) and were businessmen (30.8%); their income was mostly less than 50,000 NTD per month (65.2%). The major information source was from "relatives, friends and colleagues" and the major consideration factor was "near home". Most of the membership was "less than 6 months", the member participation was ?-3 times" per week, the staying period time was ? hours" and the experience of other-club participation was ? ". 2. The major leisure motivations were the needs of "health of body and soul" and "achievement" the services of member satisfaction were "location", "the manners of staffs", "the professional ability of staffs", "the open-times" and "the appearance and clothing of staffs". 3. Significant differences were found in members' participation and customer satisfaction at their demographic variables. 4. Significant differences were found in members' leisure motivation and customer satisfaction at their participation. Key words: consumer behavior, sport and health club, participation, leisure motivation, customer satisfaction.