健身俱樂部體驗行銷、體驗價值與品牌形象關係之研究－以World Gym為例

本研究目的旨在探討World Gym健身俱樂部消費者對體驗行銷、體驗價值與品牌形象之關係，以PTT健身版與各大健身Facebook社團之World Gym健身俱樂部會員為研究對象，2019年01月30日至2019年03月01日採用網路問卷方式回收，以立意抽樣法實施問卷調查，共計發放303份問卷，扣除無效填答問卷3份，實得有效問卷為300份。資料經結構方程模式LISREL8.80套裝軟體進行統計分析，研究結果顯示，體驗行銷對體驗價值有直接且正面的影響（γ=0.47）；體驗行銷對品牌形象有直接且正面的影響（γ=0.90）；體驗價值對品牌形象有直接且正面的影響（β=0.54）。健身俱樂部不論體驗行銷或體驗價值都會直接影響到品牌形象，如何能在眾多健身俱樂部裡獲得消費者的支持是一大課題，建議可以再增加更多樣性的課程提供消費者選擇以及減少收費，才能達到最好的CP值，吸引消費者前來運動。

關鍵字

World Gym世界健身俱樂部；體驗行銷；體驗價值；品牌形象

並列摘要

The purpose of this study was to investigate World Gym affiliation members' experiences on experienced marketing, experienced value and brand image. Investigated subjects were PTT users on fitness boards and World Gym affiliation members through various fitness clubs on Facebook. The purposive sampling was used and the data was collected by distributing online questionnaire. A total of 300 valid questionnaires was obtained in this study. All collected data had gone through statistical analysis using structural equation model-LISREL8.80. The results indicated that experienced marketing had direct and positive influences experiential value (γ=0.47). In addition, experienced marketing had direct and positive influences on brand image (γ=0.90). Experienced value had direct and positive influences on brand image (β=0.54). Based on the results, it is necessary to first understand the members' appeal, value and image of the fitness club. Both fitness club members' experienced marketing and experienced value had direct effects on the brand image. The fitness club's main products are diverse courses. To obtain higher levels of support and enhance the participation rate from the club members, managers are encouraged to provide more diverse and economic courses.