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研究生:黃宥瑄
研究生(外文):Yu-Hsuan Huang
論文名稱:健康體適能俱樂部之運動承諾與顧客自發性表現行為關係之研究
論文名稱(外文):A Study for Health and Fitness Club on Relationships between Commitment and Customer Voluntary Performance Behaviors
指導教授:戴有德戴有德引用關係
指導教授(外文):作者未提供
學位類別:碩士
校院名稱:銘傳大學
系所名稱:觀光研究所碩士班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:115
中文關鍵詞:結構方程模型健康體適能承諾前驅物顧客自發性表現行為
外文關鍵詞:customer voluntaryantecedentcommitmenthealth and fitness
相關次數:
  • 被引用被引用:6
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  • 評分評分:
  • 下載下載:85
  • 收藏至我的研究室書目清單書目收藏:1
根據估計,國內參加健康體適能俱樂部的人口,佔總人口的2%,與先進國家的14%,還有很大的差距,台灣的健康體適能俱樂部在未來仍有相當大的成長空間。隨著國內週休二日所帶動的休閒風潮,及調適平日的工作壓力,許多純運動式的健身中心,逐漸朝向多功能的健康體適能俱樂部發展,除了運動健身、親子互動之外,就連社交功能也不斷被開發出來,帶動國內新的健康風潮與商機。
台灣休閒產業市場還有10%以上成長空間,因外來俱樂部的進駐,所面臨的是國際化的競爭。健康體適能俱樂部能否永續經營,行銷策略的使用得當與否,行銷費用如何投入,都值得業者深思。
增加消費者對業者的承諾是一個非常重要的工作。因為,研究顯示參加運動的人,當中大概有一半的人會中途放棄運動,在健身產業也有類似的結果。在美國,健康體適能俱樂部的消費者中斷的比率高達75%~80%。因此,在運動和休閒的研究領域中,基於心理承諾在實際與理論的重要性,本研究將運動承諾模型結合顧客自發性表現行為,提出一個更複雜的運動承諾模型,用於測試台灣消費者參加健康體適能俱樂部的模式。希望藉由此模型,瞭解運動承諾前驅物(運動享受、投入替代、個人投資、社會限制及投入機會)、運動承諾和顧客自發性表現行為(忠誠、合作及參與)之關係。
本研究針對台灣某一大型健康體適能俱樂部的會員為調查對象,使用配額及便利抽樣進行抽測;共計發出1100份問卷,有效問卷計613份,有效問卷回收率為55%。以SPSS及LISREL軟體進行資料分析。
研究結果如下:運動享受會正面影響運動承諾,投入機會會正面影響運動承諾,運動享受會正面影響合作,運動享受會正面影響參與,投入替代會負面影響忠誠,投入替代會正面影響參與,社會限制會正面影響忠誠,社會限制會負面影響合作,及運動承諾會正面影響忠誠。
In Taiwan, there is only 2% of the whole population to attend health and fitness clubs. Comparing with 14% in some developed countries, Taiwan still has much space to be improved. Meanwhile, the policy for two-day off in one week also inspires people to do leisure and health care events. In addition, more and more health and fitness clubs gradually changes their operations from pure sport health centers to composite health and fitness clubs. In composite health and fitness clubs, not only can consumers take exercise, play with their kids, but also socialize with some other members. Thus, health care concept has become a new fashion and business in Taiwan.
For leisure industry in Taiwan, there is about 10% growth rate being improved. More and more new organizations including local and international companies will join this industry. Therefore, in short time, the leisure industry marketplace will still continue to expand and competitions in this industry will become more restrict. Thus, if health and fitness club practitioners want to survive in a competitive marketplace. They need to think how to create an appropriate marketing strategy and make a right decision.
Increasing consumers’ commitment is an important task for practitioners, since research has shown that about half of the individuals who start taking part in sports drop out within a short period of time. The discontinuance rates for fitness program participants in America are as high as 75% to 80%.
This study combined sport commitment model and customer voluntary performance behaviors to create a more advanced structural equation model to predict consumer-buying behaviors for health and fitness clubs in Taiwan. Base on the structural model, this study explored relationships among the sports commitment antecedents (sport enjoyment, involvement alternatives, personal investment, social constraints, and involvement opportunities), sport commitment, and customer voluntary performance behaviors.
In this study, 1,100 self-administered questionnaires were distributed to the largest health and fitness club chain in Taiwan, 613 were usable. The survey response rate was 55%. The model was analyzed using SPSS and LISREL for a sample of health and fitness club chain members.
The results of this study as follows: Sport enjoyment was significantly, positively related to sport commitment. Involvement opportunity was significantly, positively related to sport commitment. Sport enjoyment was significantly, positively related to cooperation. Sport enjoyment was significantly, positively related to participation. Involvement alternative was significantly, negatively related to loyalty. Involvement alternative was significantly, positively related to participation. Social constraint was significantly, positively related to loyalty. Social constraint was significantly, negatively related to cooperation. Finally, Sport commitment was significantly, positively related to loyalty.
目錄
中文摘要 i
英文摘要 iv
誌謝 vi
目錄 viii
表目錄 ix
圖目錄 x
第壹章 緒論 1
第一節 研究動機與目的 1
第二節 研究重要性 4
第三節 研究問題 4
第四節 名詞定義 7
第貮章 文獻回顧 9
第一節 健康體適能俱樂部 9
第二節 影響運動承諾的因素 14
第三節 運動承諾 20
第四節 顧客自發性表現行為 24
第五節 研究假設 27
第參章 研究方法 28
第一節 研究設計和步驟 28
第二節 資料分析的步驟 42
第肆章 研究結果 50
第一節 數據合併分析 50
第二節 樣本結構、消費經驗分析及描述變數 54
第三節 主成份分析和信度 63
第四節 驗證性因素分析 66
第五節 測試假設結構模型 74
第六節 測試理論結構模型中的假設 76
第七節 假設測試的摘要 79
第伍章 結論與建議 80
第一節 研究發現與比較 80
第二節 研究問題的結果 84
第三節 研究意義與貢獻 87
第四節 研究限制與未來建議 89
參考文獻 90
附錄一 102

表目錄
表2-1 國外俱樂部發展年表 11
表2-2 國內俱樂部發展年表 12
表2-3 國內對俱樂部的定義 13
表2-4 運動承諾的影響因素 15
表2-5 承諾的定義 23
表3-1 操作變數的摘要 33
表3-2 運動承諾的建構尺度 38
續表3-2 運動承諾的建構尺度 39
表3-3 顧客自發性表現行為的建構尺度 41
表3-4 配適度:指標及可接受的判斷值 48
表4-1 18家分部的同質性檢定 51
表4-2 18家分部的ANOVA同質性檢定 52
績表4-2 18家分部的ANOVA同質性檢定 53
表4-3 社會人口統計變項 56
續表4-3 社會人口統計變項 57
表4-4 經驗變項 59
續表4-4 經驗變項 60
表4-5 偏態與峰度的檢驗標準 61
表4-6 運動承諾前驅物、運動承諾與社會交換前驅物的敍述性統計 62
表4-7 運動承諾前驅物、運動承諾與社會交換前驅物的主成份分析 64
表4-8 運動承諾前驅物、運動承諾與社會交換前驅物的信度分析 65
表4-9 CFA的測量特性 68
表4-10 未標準化LISREL參數估計值 70
表4-11 區別效度(Discriminant Validity) 72
表4-12 假設結構模型的配適度結果 73
表4-13 理論結構模型中假設路徑的參數估計值 77
表5-1 假設結果 83

圖目錄
圖1-1 假設結構模型 6
圖3-1 研究架構 29
圖3-2 假設結構模型 30
圖3-3 資料分析步驟 43
圖4-1 最終測量模型 67
圖4-2 最終假設結構模型 75
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