在台灣越來越流行的健身中心產業,其實已經出現在市場多年了,而近年來開始有越來越多人到健身中心運動,因此健身中心產業蓬勃發展,無論是開業的家數與整體營業額,都逐年上揚。消費者選擇多元化,而業者之間的競爭也越來越強化。 本研究以台中地區的健身中心為例,探討健身中心顧客的知覺價值與再購意願是否會受到顧客自戀特質強弱的影響。本研究採便利抽樣方式發放問卷,有效問卷共195份。研究結果顯示:(1)健身中心顧客的自戀特質會正向影響其再購意願;(2)健身中心顧客的自戀特質會正向影響其知覺價值;(3)健身中心顧客的知覺價值會正向影響再購意願;(4)健身中心顧客的自戀特質會透過知覺價值正向影響其再購意願。根據研究結果提出管理意涵及後續研究建議。
The fitness center industry that is becoming more and more popular in Taiwan has actually appeared in the market for many years. In recent years, more and more people have started to exercise in the fitness center. Therefore, whether it is the number of opened or overall, business of the fitness center industry is flourish. The amount is rising year by year. Consumers’s choice is being diversified, and competition among fitness centers has become increasingly stronger. This study takes the fitness center in Taichung as an example to explore whether the customers of the fitness center will affect their perceived value and repurchase intention through narcissistic traits. In this study, the questionnaires were distributed by means of convenient sampling, with a total of 195 valid questionnaires. The results of the study show that: (1) the narcissistic personality of fitness center customers will positively affect their repurchase intention; (2) the narcissistic personality of fitness center customers will positively affect their perceived value; (3) the perceived value of fitness center customers it will positively affect the repurchase intention; (4) The narcissistic personality of fitness center customers will positively influence their repurchase intention through perceptual value. According to the research results, it proposes management implications and future study suggestions.