The purpose of the study was to provide managers and owners of fitness center with new marketing strategies for distinction strategies of quite competitive Korean fitness industry with analysis of mediating effects of consumption emotion within the relationship of fitness selection attribute and customer satisfaction. This paper chose fitness center customers as population of this study who registered in each 5 fitness centers in Seoul and Gyeonggi using convenience sampling. For this study, 400 questionnaires were given fitness center customer. For the analysis of data, 376 questionnaires were used using SPSS 15.0 Windows and Amos 7.0. To examine respondents demographics traits, frequency analysis was processed and reliability analysis, confirmatory factor analysis and correlation analysis for relationship among the variables were conducted. For the verification of model suitability and research hypotheses, the mediating effects were tested by using Bootrapping method and Aroian-test through structure equation modeling. The significance level was set at α=.05, and the results are as follows. First, Among fitness selection attribute variables, structural strategy, cost, a trainer and program had significant influence on customer satisfaction, but, atmosphere and facilities had not significant on customer satisfaction. Second, Among fitness selection attribute variables, structural strategy, cost, a trainer and atmosphere had significant influence on consumption emotion, but, facilities and program had not significant on consumption emotion. Third, consumption emotion had significant influence on customer satisfaction. Fourth, consumption emotion fully mediated in the relationship between fitness selection attribute and customer satisfaction.
