The purpose of the research is to investigate the influence relationship among the perceived value, satisfaction and loyalty. There were 3000 questionnaires distributed and 53.8 % of them, 1585 effective ones were recycled. The result of the research is that among the three variables, recognition value, satisfaction and loyalty of the swimmers, the choice level of the loyalty is the highest, and the average 4.04 reaches the agreement level. Second, for the recognition value, the average 3.75 is close to agreement level. The lowest choice level is the satisfaction and the average 3.35 is close to no comments. The order of the influence effect of the variables is that: First, the influence of the perceived value on loyalty. Second, the influence of the perceived value on satisfaction. Third, the influence of the satisfaction on loyalty. Fourth, the influence of the perceived value through satisfaction on loyalty.