The purpose of this study is to investigate the involvement levels and purchase decision making behaviors of the fitness club member card consumers, to describe and analyze the consumers' characteristics and behaviors of the different involvement levels, in order to help the related companies to choose their marketing strategy. For this purpose, the EKB model is chosen as a conceptual frame, and the fitness club member card consumers of Taipei metropolitan area as research targets. The purposive sampling method is used to obtain 446 effective samples. The methods of Chi-square test statistics are used to analyze the sampled data. The method to measure consumer involvement is Kapferer & Laurent's「The Consumer Involvement Profile」, the five dimensions to measure including: importance, pleasure, sign, the risk of purchase, risk probability. Each dimension uses Likert's five point scales. A method of quartiles is also used for involvement segmentation. Then this study uses the total sum of five dimensions as a basis to discriminate three groups: high involvement (the former 25%), medium involvement (the middle 50%) and low involvement (the latter 25%).The study results show that the consumers with different involvement levels, are not significantly different on the demographics variables: gender, age, personal monthly income gender, and family conditions. On the purchase decision making behaviors variables, their purchase motivation, information sources and evaluation criteria. On consumption reality variables, Finally, according to the characteristics of consumers with different involvement levels, this study provides the information, as a reference for the fitness club companies to plan their future marketing strategies.