| Summary: | 碩士 === 國立中正大學 === 運動與休閒教育所 === 95 === Based on the theory of consumer decision process model, the purposes of this study were to construct the dimensions of participating motivation and consideration factors of the yoga consumers. Furthermore, the study examined the differences between consumers’ demographic variables, participating motivation and consideration factors. Besides, the study also examined the effect of participating motivation toward consumption behavior and consideration factors, and consumption behavior toward consideration factors.
The researcher self-designed “the in-depth interview sketch of the yoga markets in Taichung City” and understood the yoga markets with in-depth interviewed the six managers of yoga club in Taichung City from March 8th, to May 15th in 2007. On the other hand, the researcher developed “the yoga consumers’ participating motivation and consumption behavior questionnaire” was and tested from the 361 consumers at six yoga clubs in Taichung City from April 1st, to May 3rd in 2007 and samples were selected by purposive sampling. The results were as followed:
1. The dimensions of participating motivation of the yoga consumers in Taichung City were “Health Demand”, “Achievement Demand” and "Social Demand”. In addition, the dimensions of consideration factors of the yoga consumers in Taichung City were “Product and Service factors”, “Brand and Images factors” and " Price and Promotion factors”.
2. The significant differences were found in participating motivation at their consume type, gender, age, educational level, profession, and history of practiced yoga.
3. The significant differences were found in consideration factors at their consume type, educational level, and monthly income.
4. The participating motivation could highly predict consideration factors, and the “Health Demand” of participating motivation could highly predict consideration factors, “Product and service factors”, and “Price and Promotion factors”.
5. The “Achievement Demand” of participating motivation could highly predict the frequency of participation and time lasting, and the “Social Demand” could highly predict the cost spend on yoga per month.
6. The “Brand and Images factors” of consideration factors could highly predict the time lasting, and the “Product and Service factors” could highly predict the cost spend on yoga per month.
Keywords: Yoga, participating motivation, consideration factors, consumption behavior, consumer decision process model.
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