健康體適能俱樂部會員之運動承諾與顧客自發性表現行爲關係之研究

A Study for Members of Health and Fitness Club on the Relationship between Sport Commitment and Customer Voluntary Performance Behaviors

戴有德(You-De Dai) ； 黃宥瑄(Yu-Hsuan Huang)

《戶外遊憩研究》 18卷3期 (2005/09) Pp. 31-58

https://doi.org/10.6130/JORS.2005.18(3)2

摘要

根據估計，國內參加健康體適能俱樂部的人口，佔總人口的2%，與先進國家的14%，還有很大的差距，台灣的健康體適能俱樂部在未來仍有相當大的成長空間。隨著國內週休二日所帶動的休閒風潮，及調適平日的工作壓力，許多純運動式的健身中心，逐漸朝向多功能的健康體適能俱樂部發展，除了運動健身、親子互動之外，就連社交功能也不斷被開發出來，帶動國內新的健康風潮與商機。
增加消費者對業者的承諾是一個非常重要的工作。因爲，研究顯示參加運動的人，當中大概有一半的人會中途放棄運動，在健身產業也有類似的結果。因此，在運動和休閒的研究領域中，基於心理承諾在實際與理論的重要性，本研究將運動承諾模型結合顧客自發性表現行爲，提出一個更複雜的運動承諾模型，用於測試台灣消費者參加健康體適能俱樂部的模式。希望籍由此模型，瞭解運動承諾前驅物（運動享受、涉入替代、個人投資、社會限制及涉入機會）、運動承諾和顧客自發性表現行爲（忠誠、合作及參與）之關係。本研究針對台灣某一大型連鎖健康體適能俱樂部的會員爲調查對象，以SPSS及LISREL軟體進行資料分析。研究結果如下：運動享受會正面影響運動承諾，涉入機會會正面影響運動承諾，運動享受會正面影響合作，運動享受會正面影響參與，涉入替代會負面影響忠誠，涉入替代會正面影響參與，社會限制會正面影響忠誠，社會限制會負面影響合作，及運動承諾會正面影響忠誠。

關鍵字

健康體適能俱樂部 ； 運動承諾 ； 顧客自發性表現行爲 ； 結構方程模型

並列摘要

In Taiwan, only 2% of the whole population attend health and fitness clubs. Compared with 14% in some developed countries, Taiwan still has much room for improvement. Nevertheless, weekend breaks also inspire people to do leisure and health care events. In addition, more and more health and fitness clubs have gradually changed their operations from pure sport health centers to composite health and fitness clubs. In composite health and fitness clubs, not only can consumers take exercise, play with their kids, but also socialize with some other members. Thus, health care concept has become a new fashion and business in Taiwan.
Increasing consumers' commitment is an important task for practitioners, since research has shown that about half of the individuals who start taking part in sports drop out within a short period of time. This study combined a sport commitment model and customer voluntary performance behaviors to create a more advanced structural equation model in order to predict consumer-buying behaviors for health and fitness clubs in Taiwan. Based on the structural model, this study explored relationships among the antecedents of sport commitment (sport enjoyment, involvement alternative, personal investment, social constraint, and involvement opportunity), sport commitment, and customer voluntary performance behaviors. In this study, self-administered questionnaires were distributed to the largest health and fitness club chain in Taiwan. The model was analyzed using SPSS and LISREL for a sample of health and fitness club chain members. The results of this study were as follows: Sport enjoyment was significantly, positively related to sport commitment. Involvement opportunity was significantly, positively related to sport commitment. Sport enjoyment was significantly, positively related to cooperation. Sport enjoyment was significantly, positively related to participation. Involvement alternative was significantly, negatively related to loyalty. Involvement alternative was significantly, positively related to participation. Social constraint was significantly, positively related to loyalty. Social constraint was significantly, negatively related to cooperation. Finally, Sport commitment was significantly, positively related to loyalty.

並列關鍵字

Health and fitness club ； sport commitment ； customer voluntary performance behavior ； structural equation model

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