FACTOR INFLUENCING THE INTENTION OF PEOPLE TO USE FITNESS CENTER MEMBERSHIP IN BANGKOK

Abstract

This study aims to examine the factors that influence and contribute to the intention to participate in a fitness center and use fitness membership in Bangkok. Also, investigate the relationship between factors and the intention to use fitness membership in a fitness center. In other words, it can say that to know why people choose to exercise at the fitness center. In terms of the fitness business side, identify and measure a fitness center's potential that can lead the customers to become fitness members and understand what customers are thinking about their fitness centers. For this study, a Quantitative research method was used to do in this study, also, Google questionnaire was launched as a method to collect the data from respondents. The data was conducted by surveying 400 samples. The target respondents must exercise in the fitness center once per month and have membership in the past three months and have age 18 years old or above who live in Bangkok. In terms of the analysis result, four factors affect the intention to use fitness center membership: Service Quality, Attitude toward good health, Brand Image, and Motivation. Only one factor that doesn't have a positive effect on the intention to use fitness center membership is Subjective norms. So, four factors that positively affect the intention to use fitness center membership have a significant difference between factors and demography.