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研究生:詹子巖
研究生(外文):CHAN, ZI-YEN
論文名稱:影響健身房顧客持續惠顧健身之研究
論文名稱(外文):A Study on the Influence of the Fitness Customer Repatronize in Gym.
指導教授:吳師豪吳師豪引用關係
指導教授(外文):WU,SHIH-HAO
口試委員:許英傑黃吉村
口試委員(外文):HSU,YIN-CHIEHHUANG,CHI-TSUN
口試日期:2017-07-12
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理系連鎖加盟管理碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:90
中文關鍵詞:劇場理論情緒認知價值沉浸健身運動成癮忠誠
外文關鍵詞:dramaturgy theoryemotionperceived valueflowexercise addictionloyalty
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隨著民眾對於運動能促進健康之意識抬頭,增加運動休閒時間來維護個人健康,致使國人的休閒行為由原來的偶發性行為轉變為例行性行為的趨勢。也使得運動健身產業開始蓬勃發展。本研究欲探討在運動健身產業中,健身房顧客持續惠顧的前因,並提出一個適合健身房產業的實務意涵。並藉由引用S-O-R模型、劇場理論與文獻探討後,將實體環境、其他顧客、服務人員與核心服務歸納為前置因子,並透過情緒、認知價值與沉浸,來影響健身房顧客的滿意與健身運動成癮進而對健身房忠誠。本研究採用問卷調查法收集研究樣本,以去過健身房的顧客為實證對象,共取得589份的有效樣本,並以結構方程模式(SEM)來驗證研究假設。
研究結果發現:1.劇場理論可運用在運動健身產業研究上,唯研究結果顯示,服務人員對情緒不具有顯著直接效果。2.健身顧客的情緒對於其認知價值與沉浸均具有正向影響。3.健身顧客的認知價值與沉浸對滿意度均具有正向影響。4.健身顧客的沉浸對健身運動成癮具有正向影響。5.健身顧客的滿意度與健身運動成癮對忠誠均具有正向影響。

As excising are aware that people can improve their health, people increase more time to exercise and maintain individual body condition. It is a trend that excising becomes a routine for Taiwanese. What’s more, fitness industry has been very prosperous recently. This study explores the antecedents of fitness customers who continue to patronize in fitness industry, and proposes practical implications. Two theory models were conducted which are S-O-R model and Dramaturgy theory. The physical environment, other customers, employees and core service are conducted as antecedents, which affect satisfaction and exercise addiction to loyalty through emotion, perceived value and flow.

A questionnaire survey was conducted using convenience sampling. A total of 589 valid questionnaires were obtained and analyzed by Structural equation modeling (SEM)

The results are as follows:(1)Dramaturgy theory can be conducted in fitness industry, and the results show that employees has no direct impact on emotion ;(2) Fitness customer emotion has a positive impact on both perceived value and flow;(3) Fitness customer perceived value and flow both have positive impact on satisfaction;(4) Fitness customer flow has a positive impact on exercise addiction;(5) Fitness customer satisfaction and exercise addiction both have positive impact on loyalty.

中文摘要i
Abstractii
致謝iii
目錄iv
表目錄vi
圖目錄vii
第壹章 緒論1
第一節 研究背景與動機1
第二節 研究目的5
第三節 研究範圍5
第四節 研究流程5
第貳章 文獻探討7
第一節 建構實證模式理論觀點7
第二節 各構念文獻探討10
第三節 各構念間之實證關係19
第參章 研究方法25
第一節 研究架構25
第二節 定性研究26
第三節 研究變數的定義與衡量26
第四節 研究對象與資料蒐集方法34
第五節 問卷設計與預試35
第六節 資料分析方法38
第肆章 實證分析與討論40
第一節 樣本輪廓描述40
第二節 各構念描述性統計分析42
第三節 實證模式估計44
第四節 實證結果之討論56
第伍章 結論與建議58
第一節 研究發現58
第二節 理論與實務意涵60
第三節 研究限制與後續研究方向64
參考文獻66
中文部分66
英文部分66
附錄一、研究問卷78

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