A Study of Participation Motivation, Choice Preference, and Leisure Benefit of Yoga Participants in Central Taiwan

• Main Authors: Li-Chen Chen, 陳麗珍
• Other Authors: 王以莊
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/96995745538523927716

碩士 === 僑光科技大學 === 企業管理研究所 === 103 === ABSTRACT Recent years, the economic development has been growing rapidly in Taiwan. With the change of modern society and economic pattern, the officer workers have to face more pressure from their work. People get more income by giving more work forces and gaining more pressure. In order to ease up their rush emotion and relieve their work pressure, people gradually pay great attention in leisure activities. This study will discuss the relation between yoga participants and their participation motivation, choice preference and leisure benefit. Literature review, questionnaires SPSS22 statistical analysis software were used in this study. There are 425 valid questionnaires in this study. The overall response rate is 0.92%. The data analysis in this case is Descriptive Statistical Analysis, Reliability Analysis, etc. The purpose of this study is to find out the differences in different yoga customers with different background, participation motivation and evaluating factors. The results are as following: 1. The result shows that females are the majority (81.0%). Age: 40-49 (32.5%). Education: university/college graduates (62.5%). Occupation: service industry (25.5%). Marital status: married, 231 people (57.8%). Monthly income: Under NT$30,000 (40.0%). Most of the participants join the activity less than half a year (37.3%). The activity hours are 1-2 hours a week (65.3%). The type of the classroom is a professional yoga room (49.0%). 2. Empirical research analysis (1) Demographic variable has a great difference in participation motivation; (2) Demographic variable has a remarkable difference in choice preference; (3) Demographic variable has a great difference in leisure benefit; (4) Participation motivation has a direct influence on leisure benefit; (5) Choice preference has a direct influence on leisure benefit; (6) Participation motivation has a direct influence on choice benefit. This study found that different demographic variables of different participants show differences in participation motivation and choice preference. And the yoga participants gain diversified leisure benefit after paticipating in that activity. Therefore, the owners of yoga clubs and gyms should design different marketing programs to suit different groups in participation motivation and choice preference and satisfy the customers to raise the rate of the participants’ choices.