疫情時代線上健身課程品牌形象對於消費者的影響

How the brand Image of online fitness courses impacts the Potential customers during the pandemic of COVID-19

邱崇恩(Chung-En Chiu) ； 詹俊成(Chun-Chen Chan)

《運動與遊憩研究》 17卷4期 (2023/06) Pp. 83-106

https://doi.org/10.29423/JSRR.202306_17(4).08

摘要

隨著科技進步，線上遠距的教學模式獲得實現，而疫情爆發更帶動國內線上課程的發展。不僅各級院校推出線上運動課程，市面上許多健身運動課程為了保持競爭力與收益，亦逐漸朝線上遠距的型式發展。目的：本研究旨在探討國內線上健身課程的現況，以及消費者對線上健身課程的形象、知覺價值現況，並分析線上健身課程的知覺價值與消費意願的關聯性，以及品牌形象是否對此關係產生調節。方法：本研究將使用實體問卷調查，進行資料的收集與分析，針對兩年內曾參與線上運動課程之消費者作為研究對象，總計回收542份，經過信效度檢驗後，採用層級迴歸分析，探究其中的關聯性與調節效果。結果：知覺價值以及品牌形象中的象徵性、經驗性皆會顯著正向影響消費意願。另一方面，象徵性、經驗性會顯著負向調節經濟價值與消費意願之間的關係，同時，功能性、象徵性則會顯著正向調節品質價值對消費意願的影響。結論：許多消費者的價值認知受到品牌形象的影響，優良的品牌形象不僅有助於增加線上健身課程的知名度，進而吸引更多消費者，也就是強化知覺價值與消費意願的關係，以此創造更多收益。本研究分析國內消費者對於線上健身課程的價值認知與品牌印象，以及兩者對消費意願的影響，建立品牌形象、知覺價值、消費意願三者之間的理論架構，以彌補國內健身線上課程的研究缺口。此外，本研究結果可讓健身業者了解建立品牌形象的重要性。業者可藉由品牌形象的建立，提高消費者的消費意願，同時，透過象徵性與經驗性的調節作用，以減少價格對於消費意願的影響，有利於推出高消費的產品與服務，吸引不同的客群。

關鍵字

知覺價值 ； 遠距教學 ； 層級迴歸分析 ； 消費意願 ； 調節

並列摘要

With the advance of technology, online and distance teaching models arise. The outbreak of the COVID-19 pandemic further leads to the flourishing development of online courses across the country. Besides the online PE classes provided by schools at all levels, many fitness courses in privately-run businesses are oriented toward online models to maintain their competitiveness and revenues. Purpose: This study aims to explore the status quo of domestic online courses, their brand images presented to customers, and customers' perceived value of the courses. The connection between the perceived value about online fitness courses and the purchase intent is analyzed. Whether the brand image has a moderating effect on this connection is also analyzed. Method: This study conducted an entity questionnaire survey, whose respondents were the customers who had taken online fitness courses for the past two years. There were 542 copies of questionnaires collected. Then the reliability test and validity test were done on the questionnaire data. After that, the hierarchical regression analysis was conducted to investigate the connection and the moderating effect. Results: Customers' perceived value, the symbolism and experiential value of the brand image all have a positive influence on customers' purchase intent. On the other hand, the symbolism and experiential value have a significantly negative moderating effect on the connection between economic value and customers' purchase intent. Also, the functionality and symbolism have a significantly positive moderating effect on the connection between quality value and purchase intent. Conclusion: The perceived value of many customers is influenced by the brand image. An outstanding brand image helps increase the publicity of the brand's online fitness courses and solicit more customers; meanwhile, businesses can make more revenues by intensifying the connection between the perceived value and the purchase intent. This research has its significance in making up for the lack of related research on online fitness courses nationwide, manifesting that the establishment of the brand image can enhance consumers' purchase intent and that the symbolic and experiential moderation can decrease the impact of costs on consumers' purchase intent. This prompts businesses to set up their brand image so that customized, costly products and services can be offered to different user groups.

並列關鍵字

perceived value ； distance teaching ； the hierarchical regression analysis ； purchase intent ； moderate

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