Constraint Factors of Potential Female Adults in Taipei Wenshan Sports Center

• Main Authors: Li, Yu- lin, 李玉琳
• Other Authors: Chuang, Ophelia L. J.
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/89304302234597526161

碩士 === 臺北市立體育學院 === 休閒運動管理學系碩士班 === 100 === With the efforts of two city mayors in seven years, there are 12 sports centers in Taipei City that had been completed in 2010, providing citizens a good place to exercise. It is estimated that more than twelve million person-times have participated sports centers in 2011 (Taipei Sports Office, 2012). Approximately every resident has visited sports center four times per year, while the male users are more often to exercise than the female. This research aimed to understand the current exercise situation of female adults in Wenshan District and to explore the obstacles that prevent them from visiting sports center. It is hoped that the study findings could provide meaningful information for management of sports centers, in relation to reducing potential female users’ constraints, improving their willingness to exercise, to enhance the performance of sports center, and ultimately, reach the all-win goals among the residents, the operating sectors and the government. Female residents aged 18 and over in Wenshan District are chased as study subjects. Survey questionnaires were administered to 300 female adults, associated with the integrated health examinations of Wenshan District Health Center. After eliminating incomplete answers, there are 230 valid questionnaires collected, giving an effective return rate of 76.7%. Based on the data, it revealed that most of the female residents in Wenshan District used to exercise, usually 2~3 times each week and about 31~60 minutes, mostly alone. In terms of the form of exercise, most of them favor to no-pay venue and tend to exercise by walking without moving vehicles. The transportation time is within 10 minutes. The main choice of location is exercising area that nearby. Most of the residents know the sports center have been opened yet quite a lot of them have never visited. In particular, the farther the sports center from their house the more likely they have lower intention to visit. Although most female residents used to exercise, yet they tend to go neighborhood convenient places which are not required to pay any fees. As to the overall obstacles, environment and economic (M=2.96) and location and facility (M=2.88) are ranked the most influential factors, followed by work and interpersonal (M=2.87) and personal internal (M=2.64). In addition, other constraints include too far away from home/company, too crowded, bad weather, and too expensive for venue and equipment. Finally, several suggestions were presented that sports centers should enhance marketing strategy by conducting experiential approaches in the area, in order to attract potential female consumers and strengthen their willingness of participating sports center.