疫情期間消費者對於線上運動課程 知覺研究 以採用Zoom平台上課為例

The Study of Using the ZOOM App for Online Exercise During the Coronavirus (COVID-19)

李芊霏(CHIEN-FEI LEE)

指導教授 ： 王如鈺

中原大學/商學院/企業管理學系/碩士(2021年)

https://doi.org/10.6840/cycu202201056

摘要

2020年COVID-19疫情蔓延肆虐全球。為了防堵疫情，人們保持社交距離的狀態，促使運動教練思考消費者服務策略的調整。不受限於特地空間及時間的數位學習。 在COVID-19疫情下更顯現其優勢，成為運動線上課程推廣的助益。本研究以經常性運動的消費者為研究對象，運用消費者滿意及知覺價值理論為基礎架構，探究使用線上運動課程動機及再購意願，並評估線上學習成效之滿意度。
本研究持用問卷調查法，共計回收222份有效問卷。研究發現，研究個案的線上課程消費者組成多數為女性及經常性運動消費者。分析消費者對線上課程滿意度及再購意願評估滿意強度，以探討消費者的個人涉入及促銷效果為干擾變數，檢視對消費者再購意願是否有加強影響效果，並說明課程知覺價值、顧客滿意度與再購意願等四個變數之間的關係，其中經常性運動消費者更注重線上課程品質與學習滿意度。結果顯示，當消費者對品質服務滿意度高時，對該課程的知覺價值越高；此線上課程有助於促進消費者對運動應用正向的態度，增進對線上課程的運用，並讓消費者運用Zoom線上平台更有意願地上課運動。
本研究建議運動教練在線上課程活動規劃上，考量消費者需求，搭配網路互動活動整合資源運用，促進學習與行銷宣傳的效益。根據評量目的，選擇調整類別或題項數量，建立更符合線上運動課程自我評量及實務需求的客製化評量架構。除了運用總結性評量外，可進一步規劃活動的適合性評量，更全面的瞭解消費者學習需求，透過消費者研究優化課程設計以及展現課程活動成效。

關鍵字

COVID-19疫情 ； 知覺價值 ； 線上運動課程 ； 顧客滿意度 ； 個人涉入 ； 促銷效果 ； 再購意願 ； 線上平台

並列摘要

In 2020, the spread of COVID-19 has ravaged the world. In order to prevent the epidemic, people maintain a state of social distancing, prompting sports coaches to think about the adjustment of consumer service strategies. Digital learning that is not limited to specific space and time. Under the COVID-19 epidemic, its advantages have become more prominent, and it has become a help for the promotion of sports online courses. This study takes regular exercise consumers as the research object, uses the theory of consumer satisfaction and perceived value as the basic framework, explores the motivation and repurchase intention of using online exercise courses, and evaluates the satisfaction of online learning effect.
The prupose of this research was to total of 222 valid questionnaires were collected in this study using the questionnaire survey method. The study found that the majority of online course consumers in the study cases were female and regular sports consumers. Analyze consumers' satisfaction with online courses and evaluate their satisfaction with repurchase intentions, discuss consumers' personal involvement and promotion effects as interference variables, examine whether they have a stronger effect on consumers' repurchase intentions, and explain the perceived value of courses, The relationship between consumer satisfaction and repurchase willingness and other four variables, among which regular exercise consumers pay more attention to the quality of online courses and learning satisfaction. The results show that when consumers are highly satisfied with quality services, the perceived value of the course is higher; this online course helps to promote consumers' positive attitude towards sports applications, increase the use of online courses, and make consumers more comfortable. Those who use the Zoom online platform are more willing to take classes and exercise.
This research suggests that sports coaches should consider consumer needs in the planning of online courses and activities, and integrate resources with online interactive activities to promote the effectiveness of learning and marketing. According to the evaluation purpose, choose to adjust the categories or the number of items, and establish a customized evaluation structure that is more in line with the self-evaluation and practical needs of online sports courses. In addition to the use of summative assessment, the suitability assessment of activities can be further planned, a more comprehensive understanding of consumers' learning needs, optimization of curriculum design through consumer research, and demonstration of the effectiveness of curriculum activities.

並列關鍵字

COVID-19 ； Online Learning ； Repurchase Intention ； Customer Perceived Value ； Personal Involvement ； Promotion Effect ； Customer Satisfaction ； Online Resources ； ZOOM APP

參考文獻

林雅純(2014)。女性健身中心休閒阻礙之研究-以臺南市CURVES女性健身中心為例。國立嘉義大學體育與健康休閒學系研究所。碩士論文。

參考文獻

一、中文參考文獻

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