運動健身俱樂部體驗行銷與體驗價值關係之研究：以Y運動健身俱樂部為個案研究

A Study of the Relationship between Experiential Marketing and Experiential Values in Sport & Health Clubs: The Case Study of a Fitness Center

賴政豪(Cheng-Hao Lai) ； 鍾志強(Chih-Chiang Chung) ； 潘偉華(Wei-Hwa Pan)

《大專體育學刊》 7卷3期 (2005/09) Pp. 101-114

https://doi.org/10.5297/ser.200509_7(3).0008

摘要

本研究旨以個案運動健身俱樂部其顧客體驗現況與顧客消費特性，探討體驗行銷理論運用於運動健身俱樂部顧客體驗價值的可能性，以及二者間之相互關係。本研究同時採用路徑分析，呈現出五項體驗行銷構面對顧客體驗價值的關係影響情形與強弱程度，進而提供個案運動健身俱樂部推行「體驗」為訴求的行銷活動參考。本研究亦嘗試發展出包含「消費特性」、「體驗行銷」與「體驗價值」三部分之問卷，做為本研究之研究工具。本研究結果顯示：「體驗行銷」與「體驗價值」理論對於運動健身俱樂部有以下的影響：（一）環境佈置、人員教練、器材課程媒介對於體驗價值有正向的顯著影響存在；（二）個案運動健身俱樂部之環境佈置媒介對顧客體驗價值的影響最有效率；（三）不同的體驗模組，對於不同體驗媒介其影響的強弱程度不同。因此，本研究認為：（一）運動健身俱樂部可透過環境佈置、產品呈現與人員三種體驗媒介完成體驗行銷活動。（二）結合顧客特性與體驗行銷活動將更會有效益。

關鍵字

體驗行銷 ； 體驗價值 ； 運動健身俱樂部 ； 路徑分析

並列摘要

Based on a case study, this study will contribute to understanding of the ”Experiential Marketing” and ”Experientil Value” on the customers of sport & health clubs. It is assumed that customers, in fitness centers, experience the present situation and customers' consumption characteristics. By introducing path analysis, this study examines the siginificance and the power degree, which are instrumental as useful references for those in similar industries to pursue the ”experience” of five SEMs. It also develops three questionnaires, including ”Consumption Characteristic,” ”Experiential Marketing” & ”Experience Value” for the sport & health industries. This research finds that: (1) the spatial environment, the product presence and people for ”Experience Value” have an obvious influence; (2) the spatial environment of the case fitness center is the most effective Expros in influencing the customers' ”Experience Value”; and (3) different experience module groups, as to its power degree influenced the media differently. Finally, this research suggests that: (1) the sport & health clubs can implement on experiential marketing activities from 3 Expros of the spatial environment, product presence and people; and (2) combining customers' characteristics with experiential marketing activities will be instrumental to the profitablity for the sport & health industry.

並列關鍵字

experiential marketing ； experiential value ； sport & health clubs ； path analysis

參考文獻

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