消費者瀏覽包含運動內容之社群媒體對持續消費運動 用品行為影響之研究

Consumers' browsing of social media with sports content to study the impact of continuing consumption of sport products

李儒珊(Ru-Shan Li)

指導教授 ： 張婷翔

朝陽科技大學/管理學院/休閒事業管理系/碩士(2019年)

摘要

近年來，隨著工作壓力增大、可以休閒時間減少，民眾健康意識
抬頭，可支配所得增加，人們愈來愈注重運動生活。過去十年，世界
各地健身房與健康俱樂部的數目快速增加，會員數量也穩定的持續上
升，為了提升業績，業者也提供多樣的套裝優惠折扣方案來給消費者
們選擇。消費者採購決策模式顯示，消費者進行購物決策時，會蒐集
產品或服務相關資訊，以擬定購物決策。在社群媒體的時代下，運動
資訊的分享比以往更加方便快速，從過去傳遞資訊的運動資訊網站，
到現在以分享運動經驗、運動過程的文章照片運動論壇、粉絲團，強
調實用性與情感互動，讓旅遊資訊傳遞更加頻繁快速。因此，瞭解消
費者如何參與包含運動內容的社群媒體，並進而影響其消費決策是一
個重要的議題。本研究將探討消費者持續於包含運動內容社群媒體的
行為研究，以 Bhattacherjee (2001) 所提之資訊系統持續使用模式
（IS-Continuance Model）作為基礎架構，再加上 Escalas and Stern
(2003) 與 Hsiao, Lu and Lan (2013)的共鳴觀點，以及信賴度、知覺相
似度、自我參照、知覺美學、敘事結構等前因，探討消費者瀏覽包含
運動社群媒體後產生的消費行為。要讓使用者願意持續瀏覽線上包含
運動內容社群媒體的相關文章，亦或增加購買運動服飾及用品，除了
讓使用者覺得相關文章對其有幫助外，更有讓使用者產生共鳴的感
受。

關鍵字

資訊系統持續使用模式 ； 電子口碑 ； 社群媒體 ； 運動服飾

並列摘要

In recent years, with the increase of work pressure, the decrease of leisure
time, the rise of public health awareness and the increase of disposable
income, people pay more and more attention to sports life. Over the past
decade, the number of gyms and health clubs around the world has
increased rapidly, and the number of members has steadily increased. In
order to improve performance, the industry has also offered a variety of
package discounts to consumers. Consumer purchasing decision-making
model shows that when consumers make purchasing decisions, they
collect information about products or services to make purchasing
decisions. In the era of social media, sports information sharing is more
convenient and fast than before. From the past sports information
websites that transmit information to the present sports forums and fans
groups that share sports experience and sports process articles, photos,
sports forums, emphasizing practicability and emotional interaction,
tourism information transmission is more frequent and fast. Therefore, it
is an important issue to understand how consumers participate in the
community media containing sports content and then influence their
consumption decisions. This study will explore consumer behavior in
community media with sports content. In addition, this study uses the
IS-Continuance Model proposed by Bhattacherjee (2001) as the
infrastructure, together with the sympathetic views of Escalas and Stern
(2003) and Hsiao et al. (2013), as well as the antecedents of trust,
perceptual similarity, self-reference, perceptual aesthetics and narrative
structure, to explore the elimination. Consumer browsing includes
consumer behavior generated by sports community media. In order to
make users willing to continue browsing online articles containing sports
content and social media, or to increase the purchase of sports clothing
and supplies, in addition to letting users feel that relevant articles are
helpful to them, but also to let users have a sympathetic feeling.

並列關鍵字

continuous use of information systems ； electronic word-of-mouth ； community media ； sports clothing

參考文獻

Kwon, O., & Wen, Y. (2010). An empirical study of the factors affecting social network service use. Computers in human behavior, 26(2), 254-263.

中文文獻

尼爾森調查公司（2010年6月28日）。影響消費者購物決策—口碑行銷力量大。取自http://tw.nielsen.com/news20100628.shtml。

吳世陽（2012）。服務創新、服務品質、顧客滿意度與顧客忠誠度關聯性之研究 —以中華電信 MOD 客戶為例（未出版碩士學位論文）。國立高雄應用科技大學，高雄市。

吳周禮、趙妤（2017）。新媒體對大眾健身意識和行為的影響研究。浙江傳媒學院學報，24（3），80-83。