新北市連鎖健身俱樂部品牌形象、品牌權益與認知價值

近年來，隨著國人養生觀念普及與生活品質提升，民眾不僅逐漸重視自身休閒活動，更開始在「休閒」與「健康」尋求平衡。受限國內現有運動場地不足，且多數休閒人偏愛室內運動環境。因此健身俱樂部的需求也越來越普遍。然而消費者已不再滿足單純來自產品本身的價值，對於產品本身所產生的附加價值及衍生效益也越來越注重，也就是對品牌權益的重視。有鑑於品牌權益對消費者決策行為有很大的影響，加上國內品牌權益鮮少聚焦在健身俱樂部。因此，本研究以Aaker（1991）模型為基礎，針對新北市265位曾在兩年內造訪過World Gym或健身工廠的民眾以電子問卷進行施測。本研究藉由結構方程式來檢視健身俱樂部品牌形象、品牌權益與認知價值的關聯性並驗證三個研究假設。實證顯示：品牌形象不能直接顯著影響認知價值；品牌形象會透過品牌權益來影響認知價值。換言之，品牌權益在品牌形象與認知價值之間扮演著完全中介的角色。本研究結論為國內日趨高同質競爭之下，品牌權益在健身俱樂部市場當中是具備優先品牌決策的重要元素。畢竟，形象是可以包裝，但體驗價值是騙不了人的。因此，如何確保每位消費者對該品牌的整體優質評價（例如：品牌權益），方是服務業者所必須學習的課題。

關鍵字

品牌評價；運動場館； Aaker觀點

並列摘要

Accompanied by the popularization of people's concept of health preservation and the rise of their quality of life, people not only gradually care more about their own leisure activities, but also begin to seek a balance point between "leisure" and "health" in recent years. Restricted to the lack of extant sports venues and also most of people prefer indoor-sport spaces rather than those of outdoors. Therefore, the demand for fitness clubs is becoming more and more universal. However, people are no longer satisfied with the value purely derived from the product itself, they are paying more and more attention to the value-added and derivative benefits either. That is, people cares about the importance of brand equity. In view of the fact that brand equity is playing a critical role of consumer decision-making behavior, and few of today's domestic literature related to brand equity focused on fitness clubs. Based on Aaker's (1991) model, an electronic questionnaire was used to test 265 valid respondents who have been visited World Gym or Fitness Factory in New Taipei City within recent two years. This study uses structural equation modeling (SEM) to examine the relationships among brand image, brand equity and perceived value and to validate three research hypotheses. Empirical findings indicated that brand image could not influence perceived value directly, whereas brand image would affect perceived value through brand equity. In other words, brand equity plays as a complete mediator between brand image and perceived value. Finally, this study finally concludes that brand equity is holding the key to the brand decision-making in today's homogeneity competition of fitness club market. Maybe an image of a brand can be packaged, but people's experiential value cannot be deceived. Therefore, ensuring consumer's overall high-quality evaluation of the brand (e.g., brand equity) is becoming an important subject for service manufacturers.

並列關鍵字

brand evaluation ； sports venues ； Aaker's perspective

參考文獻

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