Abstract
This study investigated the factors that influence consumers’ decision-making when purchasing martial arts club memberships. Two hundred ninety martial arts club members from a metropolitan area of the United States participated in the study. Five major influential factors (instructors and staff, facility, membership fee, location, and martial arts program) have emerged through a literature review and factor analysis. A multiple regression analysis presented that, among the major factors, the instructors and staff, the facility, and the membership fee played major roles in martial arts club decision-making. In addition, female participants demonstrated greater consciousness regarding their decisions than their male counterparts. Owners and marketers of martial arts clubs should consider the findings of this study to better understand members’ purchase decisions.
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