|摘要: ||由於人類文明進入後資訊時代後，忙碌、壓力則成為了都會生活的代名詞。因此，結合健康與休閒概念的活動、產品與服務即開始蓬勃發展起來，舉凡: spa、瑜珈、心靈成長課程、舒壓按摩…等。而同屬健康休閒產業的「瑜珈」，其未來的發展趨勢相當可期。在以顧客為導向的今日，產業在洞悉其未來發展趨勢前，率先了解消費者需求才是成功的基石。基於此，本研究從消費者對於瑜珈的涉入程度及生活型態兩個觀點，試著去探討消費者不同的瑜珈體驗意願。|
After entering the age of post-information technology, busyness and pressure become representatives of urban life. Therefore, the activities, products, services combined leisure with health prevails enormously, such as spa, yoga, soul growth programs, aromatherapy, etc. “Yoga”, under this trend, will be most promising among them in the future. In today’s consumer-oriented marketing, to understand your consumers and meet their needs are key factors led to succeed. For this reason, this study tries to discuss the relationship among yoga involvement, life style and yoga experience intention.
The purposes of this study can be generalized in the following four points:
1. To discuss the relationship between yoga involvement and yoga experience intention.
2. To discuss that life style affects the relationship between yoga involvement and yoga experience intention.
3. To discuss whether the demographics is in relation to yoga experience intention or not?
4. To discuss whether the consumers’ past experience is in relation to yoga experience intention or not?
This research adopted the method of questionnaire aimed at all consumers in Taipei Metropolis including Taipei City and Taipei County. Convenience sampling is used to retrieve 523 valid questionnaires. The Statistical Package for the Social Science (SPSS 10.0) system was utilized for the Reliability analysis, Descriptive statistics analysis, Correlation analysis, Regressive analysis, etc. The major analytic method is the Analysis of Variance, it is to exam the hypotheses of this study.
The study result revealed that the hypothesis of the relationship between yoga involvement and yoga experience intention totally exist. Different gender, occupation, average monthly income, past yoga experience show obvious relationship with yoga experience intention, the others are not. Under the analysis of life style as moderator, the consumers of different life style reveal interference effect to the relationship between yoga involvement and yoga experience intention. Therefore this study includes the avenue to future development possibly for yoga dealers and diverse marketing practices. The outcome of this study provides some suggestions with market segmentation, marketing, and further research for the related industries.