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영어

This report is designed to establish effective marketing strategy for public fitness centers by analyzing users' life style and satisfaction in purchase activities. To achieve the goals, we divided factors which affect users' satisfaction by the background factor, the independent factor and the intermediate factor and verified the hypothesis in terms of the differences of the 3 factors and relation of cause and effect. To verify the hypothesis, we conducted multiple correlation analysis and enterwise multiple regression analysis. Those statistical tools were employed to study how demographic factors and lifestyle influence participation type, participation level and purchase activities. Additionally, we conducted Covariance Structure analysis to verify the structural model about the relation between life style as the independent potential factor and participation type, participation level and purchase activities as dependent factors. The results follow;
1) It is verified that life style as well as a demographic characteristic affects participation type. The interest in users' health has been increased, and the public demand for sports facilities is likely to increase. And to response those factors, public.
sports facilities should be expanded. Additionally, this report shows that more and more women start to have interest in sports activities.
2) It was revealed that health-related lifestyle was a major factor which influences participation level in sports activities. Furthermore, it turned out that the income of users affected the frequency in sports activities, which can be interpreted that stabilized economic status is very important in participation in sports.
3) As the frequency, intensity and period extend, users are less satisfied with main facilities, attached facilities, cost, convenience, trainers and sports programs. It means that there are some glitches in providing services for customers in public fitness centers. Then, to resolve those kinds of problems, related personnel should satisfy their customers through improved services.