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研究生:林佑聲
研究生(外文):Yu-Sheng Lin
論文名稱:健身使用創新性、使用模式與代理效能
論文名稱(外文):健身使用創新性、使用模式與代理效能
指導教授:徐世同徐世同引用關係
指導教授(外文):Shih-Tung Shu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:60
中文關鍵詞:使用創新性自我效能他人效能使用模式健身中心
外文關鍵詞:usage patternsself-efficacyother-efficacyuse innovativenessfitness center
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現今以消費者創新性為主題的研究,大都聚焦在消費者創新性對創新採用的影響。然而,以效能理論為干擾變數的使用創新性對採用後行為影響鮮少被提及。因此,本研究旨在檢驗如健身中心這種高度設施服務的情境下,消費者使用創新性對服務使用模式的影響,並以他人效能及自我效能為干擾變數。本研究以便利抽樣法於台北南港運動中心附屬之健身房進行問卷收集。共計203份有效樣本以PLS統計分析軟體進行假說驗證。實證結果顯示,使用創新性對於使用模式有正向影響;他人效能會正向干擾使用創新性和使用模式的兩大構面,自我效能則負向干擾使用創新性與使用模式的其中一構面—使用頻率。此外,使用模式也正向影響消費者之再訪意圖。最後,本研究提出相關服務行銷管理意涵供企業參考。
Present studies on the topics of innovativeness had mostly been focused on the effect of consumer innovativeness against innovation adoption. Nevertheless, the relationship between specific use innovativeness (UI) and post-adoption behavior with the moderating effect of efficacy belief have not been brought up considerably. Thus, this study intent on examining the interaction effects of UI on usage patterns with other-efficacy and self-efficacy as the moderating variables and intention to stay in a high facility-driven service like fitness center.
The hypotheses are subjected to an empirical test by engaging fitness fans from a subsidiary of public sports center. A total of 203 valid questionnaires was analyzed with PLS statistical software. Results show that UI has a positive connection with usage patterns. Other-efficacy positively moderates the relationship between UI and usage patterns while self-efficacy diminishes the link between UI and usage frequency. In addition, usage patterns also have positive impact on intention to stay. Finally, this study gives advices to marketers with service marketing strategy.
摘要 i
Abstract ii
Acknowledgements iii
Table of Contents iv
List of Tables v
List of Figures vi
Chapter 1 Introduction 1
Chapter 2 Theoretical foundation and development of hypothesis 6
2.1 Novelty seeking and consumer Innovativeness 6
2.2 Use innovativeness and usage patterns 8
2.3 Proxy efficacy beliefs 10
2.4 Moderating role of other-efficacy 12
2.5 Moderating role of self-efficacy 15
2.6 Usage patterns and intention to stay 18
Chapter 3 Method 21
3.1 The Selection of Fitness Center and Subjects 21
3.2 Measurement 23
Chapter 4 Data Analysis and Results 26
4.1 Respondent Profile 26
4.2 Hypothesis testing 27
4.3 Measurement model 28
4.4 Structural Model 30
Chapter 5 Conclusions 34
5.1 Discussion 34
5.2 Managerial Implications 37
5.3 Limitations and Future Research 41
References 43
Appendix 49
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