強力適能瑜珈休閒效益與再購意願

Predictive Effects of Repurchase Intention on Leisure Benefits of Powerfitness Yoga

畢璐鑾(Lu-Luan Pi) ； 葉倪均(Ni-Chun Yeh) ； 柯天路(Tian-Lu Ke) ； 林昕翰(Hus-Han Lin)

《臺灣體育運動管理學報》 18卷1期 (2018/06) Pp. 89-104

https://doi.org/10.6547/tassm.201806_18(1).0004

摘要

目的：探討強力適能瑜珈課程學員休閒效益對再購意願之預測情形。方法：以參加強力適能瑜珈課程之學員為研究對象，共發放355份問卷，回收355份問卷，剔除無效問卷5份，有效回收率為98.6%，資料以逐步迴歸進行分析。結果：一、休閒效益對再購意願之「重複購買」的預測力達42.1%，生理效益、教育效益與美學效益的β係數分別是 .320、 .255 與 .147 均為正值。二、休閒效益對再購意願之「推薦他人」的預測力達44.6%，生理效益、放鬆效益、心理效益與教育效益的β係數分別是 .249、 .182、 .190 與 .175 均為正值。結論：強力適能瑜珈課程學員之休閒效益對再購意願具有預測力，其中生理效益是影響再購意願之主要因素，學員規律且持續地參與強力適能瑜珈課程可以改善身體健康，達到個人滿意的感受並影響持續參與之意願，進而推薦他人及再次購買課程。

關鍵字

生理效益 ； 重複購買 ； 推薦他人

並列摘要

Purpose: The purpose of this study was to examine the predictive effects of repurchase intention on the leisure benefits of Powerfitness yoga members. Methods: We distributed a total of 355 questionnaires to Powerfitness yoga members, and the completion rate was 98.6%; 5 questionnaires were invalidated. We analyzed the collected data through a multiple hierarchical regression approach. Results: (1) Repurchase predicted 42.1% of the explained variance in repurchase intention associated with leisure benefits. The β coefficients derived for physiological benefits, educational benefits, and esthetic benefits were positive: .320, .255 and .147, respectively. (2) Others' recommendation predicted 44.6% of the explained variance in repurchase intention associated with leisure benefits. The β coefficients of physiological benefits, relaxation benefits, psychological benefits, and educational benefits were positive: .249, .182, .190 and .175, respectively. Conclusion: Our results suggest that the repurchase intention on leisure benefits of Powerfitness yoga members can be predicted, and physiological benefits can be considered as the major factors influencing repurchase intention. Members who regularly participate in robust Powerfitness yoga programs can achieve enhanced physical fitness, and this can motivate them to retain their membership and further recommend the programs to others through word of mouth.

並列關鍵字

physiological benefits ； repurchase ； word of mouth

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