這項研究探討了隨著台灣老年人口增加，健身產業在這一人群中的成長機會，並將其視為一個獨特的市場細分。研究旨在通過考察影響老年顧客參與健身產業的動機和障礙，以增加他們的參與度並促進健康。利用質性現象學方法進行的半結構化訪談揭示了老年消費者對於衰老和健身活動的看法。
研究確定了五個關鍵動機因素，包括身體健康和體能、環境和可訪問性考量、生活方式和時間管理、經濟因素、個人態度和動機，以及兩個主要障礙：社交動態和心理及認知因素。與現有的看法相反，研究結果挑戰了將社交動態視為障礙的角色，並反對了免費不是動機的觀點。相反，整體健康顧慮被突顯
為最有力的參與動機。
這些見解不僅挑戰了之前的假設，還強調了對於向老年人市場健身需要采取細緻入微的方法的必要性。通過了解這一人群面臨的具體需求和障礙，健身服務提供者可以開發針對性的策略，以吸引和鼓勵老年人的參與，最終有益於他們的健康和福祉。這項研究為更廣泛地理解老年人的健身行為提供了貢獻，並為健身行業的服務提供者提出了實用的建議。

The fitness industry in Taiwan has grown with its elderly population increase, presenting an opportunity to explore this demographic as a distinct marketing segment. The research examines motivators and barriers affecting elderly customers’ engagement with the fitness industry to enhance participation and promote health. Utilizing a qualitative phenomenological methodology, semi-structured interviews revealed elderly consumers’ perceptions of aging and fitness activities.
The research identified five key motivators, including physical health and fitness, environmental and accessibility considerations, lifestyle and time management, economic factors, personal attitude and motivation, as well as two principal barriers: social dynamics and mental and cognitive factors. Contrary to existing perceptions, the findings challenge the role of social dynamics as a barrier and dismiss the absence of a fee as a motivator. Instead, overall health concerns are highlighted as the most compelling motivator for participation.
These insights not only challenge prior assumptions but also underscore the need for a nuanced approach to marketing fitness to the elderly. By understanding the specific needs and obstacles faced by this demographic, fitness providers can develop targeted strategies that cater to and encourage the elderly’s participation, ultimately benefiting their health and well-being. This study contributes to a broader understanding of elderly fitness behaviors and suggests practical implications for service providers in the fitness industry.

Abdel-Ghany, M. and Sharpe, D. L. (1997). Consumption patterns among the young-old
and old-old. The Journal of Consumer Affairs, 31(1):90–112.
Ahmad, T., Haroon, Baig, M., and Hui, J. (2020). Coronavirus disease 2019 (covid-19)
pandemic and economic impact. Pakistan Journal of Medical Sciences, 36(COVID19-
S4):S73–S78.
Andreasson, J. and Johansson, T. (2014). The fitness revolution: Historical
transformations in the global gym and fitness culture. Sport Science Review, 23:91–
111.
Bank, W. (2016). Global monitoring report (gmr) 2015/2016: Development goals in an
era of demographic change.
Barak, B. and Schiffman, L. G. (1981). Cognitive age: a nonchronological age variable.
In Monroe, K. B., editor, Advances in Consumer Research Volume 08, pages 602–606,
Ann Arbor, MI. Association for Consumer Research.
Barbosa, W. A., Leite, C. D. F. C., Reis, C. H. O., Machado, A. F., Bullo, V., Gobbo, S.,
Bergamin, M., Lima-Leopoldo, A. P., Vancini, R. L., Baker, J. S., et al. (2023). Effect
of supervised and unsupervised exercise training in outdoor gym on the lifestyle of
elderly people. International Journal of Environmental Research and Public Health,
20(21):7022.
Berg, H. and Liljedal, K. T. (2022). Elderly consumers in marketing research: A
systematic literature review and directions for future research. International Journal
of Consumer Studies, 46(5):1640–1664.
Biedenweg, K., Meischke, H., Bohl, A., Hammerback, K., Williams, B., Poe, P.,
and Phelan, E. A. (2014). Understanding older adults’ motivators and barriers to
participating in organized programs supporting exercise behaviors. The Journal of
Primary Prevention, 35(1):1–11.
Boddy, C. R. (2016). Sample size for qualitative research. Qualitative Market Research:
An International Journal, 19:426–432.
Borb ́on-Castro, N. A., Castro-Zamora, A. A., Cruz-Castruita, R. M., Banda-Sauceda,
N. C., and Cruz-Ortega, M. F. D. L. (2020). The effects of a multidimensional
exercise program on health behavior and biopsychological factors in mexican older
adults. Frontiers in Psychology, 10:2668.
Bouaziz, W., Lang, P. O., Schmitt, E., Kaltenbach, G., Geny, B., and Vogel, T. (2016).
Health benefits of multicomponent training programmes in seniors: a systematic
review. International Journal of Clinical Practice, 70(7):520–536.
Burton, E., Farrier, K., Lewin, G., Pettigrew, S., Hill, A. M., Airey, P., Bainbridge,
L., and Hill, K. D. (2017). Motivators and barriers for older people participatingin resistance training: A systematic review. Journal of Aging and Physical Activity,
25(2):311–324.
Cole, C. A. and Balasubramanian, S. K. (1993). Age differences in consumers’ search for
information: Public policy implications. Journal of Consumer Research, 20(1):157–
169.
Cole, C. A. and Houston, M. J. (1987). Encoding and media effects on consumer learning
deficiencies in the elderly. Journal of Marketing Research, 24(1):55–63.
Dann, S. (2007). Branded generations: baby boomers moving into the seniors market.
Journal of Product & Brand Management, 16(6):429–431.
Directorate General of Budget, A. and Statistics, E. Y. E. (2023). Report on the survey
of family income and expenditure, 2022.
Dismore, L., Hurst, C., Sayer, A. A., Stevenson, E., Aspray, T., and Granic, A. (2020).
Study of the older adults’ motivators and barriers engaging in a nutrition and resistance
exercise intervention for sarcopenia: An embedded qualitative project in the milkman
pilot study. Gerontology & Geriatric Medicine, 6:2333721420920398.
Drolet, A., Williams, P., and Lau-Gesk, L. (2007). Age-related differences in responses
to affective vs. rational ads for hedonic vs. utilitarian products. Market Letters,
18:211–221.
East, R., Uncles, M. D., and Lomax, W. (2014). Hear nothing, do nothing: The role
of word of mouth in the decision-making of older consumers. Journal of Marketing
Management, 30(7-8):786–801.
Edwards, M. R. (1979). The effects of decision complexity, information load, and age
on consumer decision accuracy.
Ekaterina, K. (2012). Effects of 12-week gym exercise training on functional capacity
among elderly adults.
Ferguson, R. and Brohaugh, B. (2010). The aging of aquarius. Journal of Consumer
Marketing, 27(1):76–81.
Gothe, N. P. and Kendall, B. J. (2016). Barriers, motivations, and preferences for physical
activity among female african american older adults. Gerontology & Geriatric
Medicine, 2:2333721416677399.
Hall, F. C. and Noonan, R. J. (2023). A qualitative study of how and why gym-based
resistance training may benefit women’s mental health and wellbeing. Performance
Enhancement & Health, page 100254.
Hamar, B., Coberley, C. R., Pope, J. E., and Rula, E. Y. (2013). Impact of a senior fitness
program on measures of physical and emotional health and functioning. Population
Health Management, 16(6):364–372.
Hayes, A. (2023). Understanding purchasing power and the consumer price index.
IHRSA (2019a). The 2019 ihrsa global report: The state of the health club industry.
IHRSA (2019b). The 2019 ihrsa health club consumer report.
IHRSA (2020). The 2020 ihrsa global report: The state of the health club industry.
IHRSA (2022). The 2022 ihrsa global report: The state of the health club industry.
IHRSA (2023). The 2023 ihrsa global report: The state of the health club industry.
Independent Evaluation Group (IEG) (2021). World bank support to aging countries.
Justine, M., Azizan, A., Hassan, V., Salleh, Z., and Manaf, H. (2013). Barriers
to participation in physical activity and exercise among middle-aged and elderly
individuals. Singapore Medical Journal, 54(10):581–586.
Kastenbaum, R., Derbin, V., Sabatini, P. V., and Artt, S. (1972). The ages of me:
toward personal and interpersonal definitions of functional aging. Aging and Human
Development, 3(2):197–211.
Kim, J., Son, J., Ko, N., and Yoon, B. (2013). Unsupervised virtual reality-based exercise
program improves hip muscle strength and balance control in older adults: a pilot
study. Archives of Physical Medicine and Rehabilitation, 94(5):937–943.
Lee, J. and Tsao, W. (2023). Development trends of sports service industry.
Li, P. S., Hsieh, C. J., and Miao, N. F. (2020). A study of physical activity, frailty, and
health-related quality of life among community-dwelling older adults in taiwan. The
Journal of Nursing Research, 28(6):e124.
Ministry of the Interior (MOI), D. o. H. R. (2022). Department of household registration,
ministry of the interior, republic of china (taiwan). Access data and information on
household registration in Taiwan.
National Development Council Taiwan (NDC) (2022). Total birth rate. National
Development Council Taiwan Population Estimate Inquiry System.
Schiffman, L. G. (1980). Review of lifestyles and consumer behavior of older americans,
by h. g. schutz, p. c. baird, & g. r. hawkes. The Journal of Consumer Affairs, 14(2):501–
503.
Schutzer, K. A. and Graves, B. S. (2004). Barriers and motivations to exercise in older
adults. Preventive Medicine, 39(5):1056–1061.
Schwenk, F. N. (1995). Assets of elderly households. Family Economics Review,
8(1):13–19.
Shih Hsin University (SHU) (2023). Sports current situation survey final report.
Sj ̈ors, C., Bonn, S. E., Lagerros, Y. T., Sj ̈olander, A., and B ̈alter, K. (2014). Perceived
reasons, incentives, and barriers to physical activity in swedish elderly men. Interactive
Journal of Medical Research, 3(4):e15.
Sports Administration, Ministry of Education (MOE) (2022). Sports statistics 2022.
Stephens, N. (1991). Cognitive age: A useful concept for advertising? Journal of
Advertising, 20(4):37–48.
Szmigin, I. and Carrigan, M. (2001). Time, consumption, and the older consumer: An
interpretive study of the cognitively young. Psychology & Marketing, 18:1091–1116.
Tootelian, D. H. and Varshney, S. B. (2010). The grandparent consumer: a financial
“goldmine” with gray hair? Journal of Consumer Marketing, 27(1):57–63.
United Nations (UN) (2022). World population prospects 2022.
Visvabharathy, G. and Rink, D. R. (1985). The elderly: Still the ”invisible and forgotten”
market segment. Journal of the Academy of Marketing Science, 13(4):81–100.
Vogel, E. F. (1991). The Four Little Dragons: The Spread of Industrialization in East
Asia. Harvard University Press.
Wang, T. T. and Chang, C. L. (2014). Strategic management current analysis of strength
and weakness of taiwan’s odm/oem. The Journal of INNOvation Research and
Development, 10(2):29–37.
Yarmohammadi, S., Saadati, H. M., Ghaffari, M., and Ramezankhani, A. (2019). A
systematic review of barriers and motivators to physical activity in elderly adults in
iran and worldwide. Epidemiology and Health, 41:e2019049.
Yoon, C., Cole, C. A., and Lee, M. P. (2009). Consumer decision making and aging:
Current knowledge and future directions. Journal of Consumer Psychology, 19:2–16.