企業従業員のスポーツ参加パターンからみたスポーツへの社会化

The purpose of this study is to examine the factors determining sport participation of company employees. Three main elements of the socialization process : (1) personal attributes ; (2) significant others ; (3) socialization situations, were considered in the study. The study sample was consisted of 596 male employees in an Osaka-based steel manufacturing company. Via using sport participation patterns and life stages, they were classified into four groups : "continuity group", "withdrawal group", "withdrawal-participation group", "non-participation group". Socialization process of each groups were compared and examined. The findings of the study are as follows. The continuity group have much experience of sporting activities during their school days. They are taking part mainly in sport in the community setting. The withdrawal group used to participate in sports at the workplace with their coleagues. The withdrawal-participation group is taking part in sport mainly due to the advices from the families and/or medical doctors. The non-participation group did not have enough experience of participating in sport during their school days

シミュレーションによる商業スポーツクラブの選好シェア予測

The purpose of this paper is to examine sports market via applying conjoint analysis to commercial sports club services. A simulation model was used to predict fluctuations in sports club market share. Data for this study were collected from an urban commercial sports club located in Osaka. A sample of 198 club members was studied through computer interactive interviewing. Six service attributes and 18 levels were considered in the research design. Service profiles that were combinations of attributes and levels were presented to respondents by means of paired comparisons. The overall ranked data were analyzed using Jonhson\u27s nonmetric tradeoff algorithm. Conjoint analysis allows the researcher to determine consumer\u27s part-worth utilities for each service attribute under study. Conjoint choice simulator requires part-worth utility information to predict which set of competing attribute profiles individuals are likely to choose. The first choice model was used as the choice simulator in this study. Findings from the simulation were as follows : 1) Extension of the market share was caused by improvements in conditions such as \u27distance\u27, \u27monthly fee\u27, and \u27augumented facilities\u27. 2) Reduction in market share was caused by a decline in \u27instractor quality\u27, \u27distance\u27, \u27membership initiation fee\u27, and \u27monthly fee\u27 conditions. 3) A sports club without any distinctive service attributes was not chosen by consumers. These results that management should characterize the sports club as having specific service attributes

商業スポーツクラブ会員の選好行動に関する研究 : 入会意思決定過程における消費者選好について

The purpose of this study is to examine consumer preferences for services of commercial sport clubs. This study developed a consumer behavior (preference) model which is intended to explain the choice decision making process. Data for this study were collected in an urban commercial sport club located in Osaka. A sample of 198 club members was studied through computer interactive interviewing. Fourteen service attributes were considered in evaluating the sport club services. These preference items were separately analyzed by groups of club members segmented on the basis of gender and marital status, and withdrawal experiences of other sport clubs. The findings of this study are as follows : Service attributes such as distance and cleanliness were more influential factors in consumer preferences for the commercial sport clubs. Female club members take many service attributes into consideration when they choose among alternative sport clubs. Club members who have withdrawal experiences from other sport clubs were less concerned with business hours than other club members. These results are useful for the management of commercial sport clubs