Influence Of Self-concept On The Female Members' Consumption Of The Club In Henan

With the improvement of the female's culture recognition, the life view, the values and the view of aesthetic have changed positively, which push the change of female's health concept and sports opinion. In the sports economic activities, the female have been a powerful economy. Recently, the sports socialization and industrialization push the development of fitness clubs, of which the common fitness clubs are ahead for the wide participation and scale. The female's consumption of fitness club is paying more attention, especially the research on the female psychology and behaviors of consumption.Based on knowing about fitness club in Henan Province and investigation of female members, the research sorts out the theory of the female self-concept, analyzes the female consumption characters in fitness club and studies on the female consumption psychology and its influences on the consumption behaviors. Using the new view, the article applies the theory of consume psychology to the research of club consumption, which can enrich the theory of consumption psychology and establish the new theory framework of club consumption research. Through the investigation, the solution offers theory support for some new marketing methods of fitness clubs so as to attract much more the female.Using the methods of literature, interview, mathematical strategic and questionnaire, the article analyzes the data and shows:The main characters of female members of fitness clubs in Henan Province: the age from 21-30 or above 36, single or married; undergraduates (including college graduates); income 1001-2000RMB per month; the special group is students.The proportion of female members of fitness clubs in Henan Province is ones of fervor-self, fashion-self, freedom-self, family-self and feeling-self.The female self-concept has a certain influence to the women club members'consumption motivation, attitude and behavior in Henan. The motivation of fervor-self females aims at entertainment and fashion, and they choose the high-class club and pay attention to the brand. The motivation of fashion-self females aims at body-shaping, and they are concerned with appearance and social consumption, pursuing fashion. The motivation of freedom-self females aims at body-shaping, entertainment and relaxation, and they are in low consumption, independent and of high consumption loyalty. The type is yearly card. The females of family-self, freedom-self and feeling-self usually take the membership from one to two years. The females of fervor-self and fashion-self will join in the clubs for half a year or one year. Self-concept does little influence on the times and ways of exercise.The influential level of female self-concept to the women club members in Henan is different in different types of consumption. Most female members are in favor of buying new shoes and clothes; watching sports games; dislike buying sports lottery. The female of freedom-self like reading sports newspaper. The female of fervor-self, fashion-self and freedom-self like watching sports TV and sports travel.The women club members in Henan are more satisfied with coaches, the interior surroundings and the standard of charge to the clubs; but not with their advertisements, daily service and present condition of management.