公共トレーニング場利用者の利用料金に対する支払意思額

抄録

Purpose : This study aimed to identify unique segments based on motivation for exercise among public sports gym users and to grasp their willingness to pay (WTP) admission fees for each segment by measuring their price sensitivity.
Methods : A self-administrated questionnaire survey was conducted at a public sports complex with a gym in December 2018 and February 2019 (n=165). Latent class analysis was used for segmentation, and Kishi's logit price sensitivity meter was used to estimate the WTP for each segment.
Results : The latent class model consisting of three classes was the most appropriate. Class 1 (latent class prevalence : 61%) was the group that was more likely to place importance on maintaining health, class 2 (28%) on controlling body weight, and class 3 (11%) on gaining a wide range of benefits from doing exercise. Regarding the admission fee, each of the four research items, too cheap, cheap, expensive, and too expensive admission fee, had a common threshold price among the three classes ; 100, 200, 500, and 1,000 yen, respectively. A point of estimate and interval estimation (price of marginal cheapness, expensiveness) of the WTP for each class were as follows : 365 (197, 624) yen for class 1, 401 (229, 665) yen for class 2, and 413 (219, 666) yen for class 3.
Conclusion : It was suggested that class 1 and 2 valued the health benefits gained from sport and class 3 valued sport itself. Class 1's WTP tended to be lower than class 3. The threshold price of "cheap" and the price of marginal cheapness of each class were approximate values of the actual admission fee of 220 yen ; therefore, it was suggested that the users perceived the actual fee as cheap, and that there was the anchoring effect of the actual fee on the WTP.