本研究旨在探討運動健身俱樂部會員在運動健身俱樂部品牌形象、健身教練個人品牌及會員購買意願相關情形,並將健身教練個人品牌列為中介變項,以探討整體模式路徑。本研究以運動健身俱樂部會員為研究對象,採滾雪球方式於網路進行問卷發放,共發放 363 份,剔除無效問卷後共計 348 份,有效回收率為 96 %。所得資料經描述性、驗證性因素分析、結構方程式模式等方法進行假設驗證。得研究結果如下:運動健身俱樂部品牌形象、健身教練個人品牌及會員購買意願間有顯著正向影響,另外發現健身教練個人品牌在運動健身俱樂部品牌形象與會員購買意願間具有中介效果。最後根據本研究結果提出具體建議,提供運動健身俱樂部相關單位為參考。
The purpose of this study was to fitness club members’ intension to brand image of fitness club, personal branding of fitness trainers, members’ purchase intension. And to list the personal branding of fitness trainers as mediation variables. The subject of the study was the fitness club members in Taichung. The researcher used snowball sampling as the sampling method, a total of 363 surveys were issued, 348 valid surveys were collected and the effective response rate was 96 %. The collected data were analyzed by descriptive statistics, confirmatory factor analysis and structure equation model. The results are illustrated as follow. First, among fitness club brand image, personal branding of fitness trainer and member’s purchase intension, there have a significant positive impact. Second, the personal branding of fitness trainers have mediation effect to member’s purchase intension. Finally,based on the results of this study specific suggestion to provided to relevant units of fitness club for reference.