隨著社會快速的變遷,現今的休閒活動不僅人人都能輕易參與,甚至已成為現代人生活當中不可或缺的要素。再加上現代人生活節奏快速、工作壓力與日俱增、健康養身之觀念與休閒俱樂部的興起,造就了瑜珈運動的興起。因此,如何吸引更多消費者參與瑜珈課程已成為許多瑜珈運動業者應面對及深思的課題。然而以往對於瑜珈相關研究,較著重於健康與生理層面。對於瑜珈運動的經營與管理方面較為缺乏。 因此,本研究針對影響瑜珈運動參與動機 (知性需求、社會需求、成就需求、社會逃避與健康需求)及消費考量因素 (品牌形象、價格、時間與地點) 進行研究,並分析已體驗與未體驗瑜珈運動者之差異,藉此深入了解影響消費者參與瑜珈課程意圖之因素。研究採用問卷調查法,共蒐集到112份已體驗瑜珈運動者之有效問卷與128份未體驗瑜珈運動者之有效問卷,主要以結構方程模式來驗證研究模式內各變數間的因果關係。於已體驗瑜珈運動者之樣本,研究發現除了成就動機之外,其餘知性需求、社會需求、社會逃避與健康需求皆為顯著。而在未體驗運動者方面,本研究發現除了成就動機與社會需求之外,其餘知性需求、社會逃避與健康需求皆為顯著。其中,兩者皆以社會逃避與健康需求更為顯著。 於調節效果方面,根據已體驗瑜珈運動者之統計樣本,本研究發現時間與地點因素之調節效果較品牌形象與價格來的好。不同於已體驗瑜珈運動者,在未體驗瑜珈運動者之統計樣本方面,本研究發現品牌形象與價格因素之調節效果較時間與地點因素來的好。整體上,本研究結果對於理論面與實際面皆具有良好的啟示。
With the rising of health concept, people are more concern about self-maintaining and pressure release. Those reasons make yoga sport getting more popular in the modern society. Therefore, how to attract more consumers to participate in yoga classes has become an important issue in yoga industry. However, past researches are more emphasis on health and physiological levels. For the operation and management aspect has still been lacking. Base on the reason, the purpose of this study is to construct the dimensions of participating motivation and consideration factors of consumers. Furthermore, the study examine two types of consumers (experienced and non-experienced with yoga sport). And try to figure out the differences of them. The total samples of 112 (from experienced people) and 128 (from non-experienced people) valid questionnaires are collected from survey. According to the result of a structural equation model (SEM), this research confirm that intellectual needs, social needs, stimulus factor and health needs have significant impact on experienced people's intention to participate yoga course. For those who do not have experience, intellectual needs, stimulus factor and health needs have significant impact on their intention to participate yoga course. Besides, brand image and price have significant moderating impact on the relationship between motivation and intention. To sum up, this research results have great inspirations on theoretical and practical implications.