臺灣博碩士論文加值系統

近年來，隨著工作壓力增大、可以休閒時間減少，民眾健康意識
抬頭，可支配所得增加，人們愈來愈注重運動生活。過去十年，世界
各地健身房與健康俱樂部的數目快速增加，會員數量也穩定的持續上
升，為了提升業績，業者也提供多樣的套裝優惠折扣方案來給消費者
們選擇。消費者採購決策模式顯示，消費者進行購物決策時，會蒐集
產品或服務相關資訊，以擬定購物決策。在社群媒體的時代下，運動
資訊的分享比以往更加方便快速，從過去傳遞資訊的運動資訊網站，
到現在以分享運動經驗、運動過程的文章照片運動論壇、粉絲團，強
調實用性與情感互動，讓旅遊資訊傳遞更加頻繁快速。因此，瞭解消
費者如何參與包含運動內容的社群媒體，並進而影響其消費決策是一
個重要的議題。本研究將探討消費者持續於包含運動內容社群媒體的
行為研究，以 Bhattacherjee (2001) 所提之資訊系統持續使用模式
（IS-Continuance Model）作為基礎架構，再加上 Escalas and Stern
(2003) 與 Hsiao, Lu and Lan (2013)的共鳴觀點，以及信賴度、知覺相
似度、自我參照、知覺美學、敘事結構等前因，探討消費者瀏覽包含
運動社群媒體後產生的消費行為。要讓使用者願意持續瀏覽線上包含
運動內容社群媒體的相關文章，亦或增加購買運動服飾及用品，除了
讓使用者覺得相關文章對其有幫助外，更有讓使用者產生共鳴的感
受。

In recent years, with the increase of work pressure, the decrease of leisure
time, the rise of public health awareness and the increase of disposable
income, people pay more and more attention to sports life. Over the past
decade, the number of gyms and health clubs around the world has
increased rapidly, and the number of members has steadily increased. In
order to improve performance, the industry has also offered a variety of
package discounts to consumers. Consumer purchasing decision-making
model shows that when consumers make purchasing decisions, they
collect information about products or services to make purchasing
decisions. In the era of social media, sports information sharing is more
convenient and fast than before. From the past sports information
websites that transmit information to the present sports forums and fans
groups that share sports experience and sports process articles, photos,
sports forums, emphasizing practicability and emotional interaction,
tourism information transmission is more frequent and fast. Therefore, it
is an important issue to understand how consumers participate in the
community media containing sports content and then influence their
consumption decisions. This study will explore consumer behavior in
community media with sports content. In addition, this study uses the
IS-Continuance Model proposed by Bhattacherjee (2001) as the
infrastructure, together with the sympathetic views of Escalas and Stern
(2003) and Hsiao et al. (2013), as well as the antecedents of trust,
perceptual similarity, self-reference, perceptual aesthetics and narrative
structure, to explore the elimination. Consumer browsing includes
consumer behavior generated by sports community media. In order to
make users willing to continue browsing online articles containing sports
content and social media, or to increase the purchase of sports clothing
and supplies, in addition to letting users feel that relevant articles are
helpful to them, but also to let users have a sympathetic feeling.

摘要 I
ABSTRACT II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 VIII
第壹章 緒論 1
一、研究背景 1
二、研究動機 4
三、研究目的 7
四、研究流程 8
第貳章 文獻探討 9
一、社群媒體與口碑 9
二、社群媒體應用於運動議題之研究 14
三、資訊系統持續使用模式（IS CONTINUANCE MODEL） 17
第參章 研究方法 24
一、研究架構與假設推論 24
二、研究變項與操作型定義 30
三、研究設計 38
第肆章 研究結果分析 39
一、樣本結構分析 39
二、衡量模式 49
三、結構模式 55
第伍章 討論與結論 60
一、研究貢獻 60
二、研究限制與未來研究方向 63
參考文獻 65
中文文獻 65
英文文獻 67
附錄 75
 
表目錄
表 2‑1 研究架構 10
表 2‑2 相關重要社群媒體應用於商務行為的研究彙整 12
表 3‑1 信賴度操作型定義與衡量變數表 31
表 3‑2 知覺相似操作型定義與衡量變數表 31
表 3‑3 自我參照操作型定義與衡量變數 32
表 3‑4 敘事結構操作型定義與衡量變數表 33
表 3‑5 知覺美學操作型定義與衡量變數表 33
表 3‑6 共鳴操作型定義與衡量變數表 34
表 3‑7 知覺有用性操作型定義與衡量變數表 35
表 3‑8 確認性操作型定義與衡量變數表 35
表 3‑9滿意度操作型定義與衡量變數表 36
表 3‑10 持續拜訪行為操作型定義與衡量變數表 37
表 3‑11 採購意圖操作型定義與衡量變數表 37
表 4‑1 樣本個人特徵分析表 40
表 4‑2 樣本使用特徵分析表 42
表 4‑3 敘述性統計資料分析 45
 
圖目錄
圖 1‑1 2010-2015美國健身房與健康俱樂部總數 1
圖 1‑2 2010-2015美國健身房與健康俱樂部會員總數（百萬人） 2
圖 1‑3 過去幾年開始進入運動市場的品牌 2
圖 1‑4 運動資訊平臺-中華民國102-106年運動現況調查彙整 3
圖 2‑1資訊系統持續使用模式 17
圖 3‑1 研究架構 24
 

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