運動中心消費者環境氣氛、關係品質與再購意願關係之研究－兼論體驗價值之調節效果

研究問題：由於COVID-19疫情的影響下，政府限制所有運動中心營運。因此，如何在COVID-19後疫情時期，促使運動消費者在最短時間重返運動中心進行消費行為。故本研究旨在調查運動中心消費者在環境氣氛、關係品質與體驗價值對再購意願的影響。研究方法：在COVID-19疫情封鎖中進行調查，本研究調查是透過LINE通訊軟體，進行網路線上問卷訪問，共有370名受訪者參與。研究對象為分別參與臺灣北、中、南地區運動中心消費之運動消費者。採用描述性統計和淨最小平方法（partial least squares, PLS）進行結構模式分析。調查何種行銷策略得以有效促使運動消費者於後疫情時期重返運動中心進行消費。結果和發現：自COVID-19疫情封鎖期間，透過關係品質模式，有助於運動消費者產生再購意願，且體驗價值於環境氣氛對再購意願、關係品質對再購意願間具有顯著調節作用。影響：本研究有助於研究COVID-19疫情影響後的行銷策略，從而提升消費者重返的再購意願。面對未來疫情的不確定性，研究結果可以作為COVID-19後疫情時期運動中心行銷策略方案擬定。

關鍵字

COVID-19後疫情時期；室內運動中心；營運策略

並列摘要

Purpose: In response to the COVID-19 pandemic, the government restricted the operation of sports centers. A key post-pandemic challenge for sports centers is regaining sports consumers' willingness to return to the gym as soon as possible. This study elucidates the effects of environmental atmosphere, relationship quality, and experiential value on the repurchase intentions of sports consumers. Methodology: To comply with lockdown restrictions, we administered a questionnaire survey to 370 respondents using the LINE application. The research respondents were sports consumers who frequent sports centers in Northern, Central, and Southern Taiwan. Descriptive statistics and partial least squares (PLS) were adopted for structural equation modeling (SEM) to identify the market strategies that effectively prompted sports consumers to return to sports centers in a post-pandemic period. Results and findings: The findings indicated that the relationship quality model enhanced sport consumers' repurchase intention during lockdown and that experiential value had a moderating effect on the relationship between environmental atmosphere and repurchase intention and on the relationship between relationship quality and repurchase intention. Contributions: This study provides guidelines for researching post-pandemic marketing strategies for improving consumers' repurchase intention. The findings of this study serve as a reference for formulating post-pandemic marketing strategies for sports centers, helping them cope with the uncertainty of the pandemic.

並列關鍵字

Post-Pandemic ； Sports Centers ； Marketing Strategies

參考文獻

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運動中心消費者環境氣氛、關係品質與再購意願關係之研究－兼論體驗價值之調節效果

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