探討健身產業消費者購買行為之前置因素

近年來隨著國人生活品質的提升，活得更健康一直是人們關注的議題，規律的運動習慣與健康密不可分，健身俱樂部或者健身場館提供現代人室內既方便又安全的運動環境，受到忙碌生活的現代人喜愛，對於健身俱樂部的需求不斷在上升，帶來龐大商機。本研究將針對健身俱樂部當中，重要的營收來源健身教練課程的行銷，進行探討。本研究共回收380份有效問卷，主要抽樣的對象為有購買過教練課程經驗的消費者，透過研究模型分析的結果顯示，顧客對於教練產生欽佩的情感，將會有助於增加顧客模仿學習教練的意願，以及遵從教練意見的程度，進而對於顧客購買課程的意圖有正面顯著的影響。本研究的模型分析結果，證實對於促進顧客欽佩教練有顯著影響的三項因素，分別是顧客感知教練的可信度、有幫助程度以及身體吸引力。最後，本研究根據研究結果提出理論貢獻，並針對健身俱樂部營業者以及健身課程相關行銷人員提供實務建議，供未來健身行銷相關領域之研究進行參考。

關鍵字

可信度；有幫助；身體吸引力；欽佩；模仿行為；遵從；購買意圖

並列摘要

In recent years, as the quality of life of compatriot has improved, how to live healthier has always been a topic of concern, regular exercise habits are inseparable from health, the fitness club provides a convenient and safe exercise environment for modern people indoors, loved by modern people with busy lives, the demand for fitness clubs is on the rise, bring huge business opportunities. This research will focus on the marketing of fitness coach courses, an important source of revenue in fitness clubs. A total of 380 valid questionnaires were collected in this study, the main sampling targets are consumers who have purchased coaching courses, Analyze the results through the research model, Customers’ feelings of admiration for coaches will help increase customers’ willingness to imitate and learn from coaches and their degree of compliance with coaches’ opinions, Therefore, it has a positive and significant impact on customers' intention to purchase courses. The model analysis results of this study confirm that three factors have a significant impact on promoting customer admiration for coaches, they are the customer's perception of the coach's credibility, helpfulness, and physical attractiveness. Finally, this research proposes theoretical contributions based on the research results and provides practical advice for fitness club operators and sales personnel related to fitness courses, It is a reference for future research in fitness marketing-related fields.