消費者使用休閒設施滿意度對再購意願之影響：重視程度與繳費方式的調節作用

The Effect of User Satisfaction of Leisure Facilities on Repurchase Intention: The Moderating Effect of Importance and Payment Method

王傑賢(Jye-Shyan Wang)

《運動教練科學》 10期 (2008/07) Pp. 31-45

https://doi.org/10.6194/SCS.2008.10.02

摘要

目的：本研究旨在瞭解消費者使用休閒設施滿意度對再購意願之影響，同時加入消費者知覺重要程度和繳費方式之探討，以更清楚地描繪出消費者心理歷程與再購意願之關聯。方法：本研究以國立台灣師範大學校本部游泳館消費者424位會員爲樣本，進行因素分析、相關分析與階層迴歸分析。結果：消費者滿意度與再購意願具有顯著的正向關聯性，其中又以人員設施完善與人員服務良好兩個向度最爲重要。另外，階層迴歸分析更指出在會員繳費方式的調節作用上，當預付費用的時間較長時，人員服務良好與再購意願的關聯性較高。結論：消費者滿意度高，其再購意願就愈高。當預付費用的時間愈長時，消費者會有更高的風險知覺，而影響再購意願，同時對於人員服務與專業性是否良好，亦會更加重視。

關鍵字

滿意度 ； 再購意願 ； 重視程度

並列摘要

Purpose: To identify the effects of user satisfaction of leisure facilities on repurchase intention. In addition, to clarify the mental process through exploring the relationships between importance, payment method, and repurchase intention. Methods: The subjects were 424 members of the swimming pool in the main campus of National Taiwan Normal University. Methods: 424 members of the swimming pool in the main campus of National Taiwan Normal University were voluntarily participated in the study. Data analysis methods included factor analysis, correlation, and hierarchical regression analysis. Results: User Satisfaction was positively effect repurchase intention, moreover the most important factors were comprehensive facilities and good service. Furthermore, the results also revealed the moderating effect of payment method was the correlation of good service and repurchase intention was higher while prepaid period was longer. Conclusion: Higher user satisfaction offered the higher repurchase intention. The longer prepaid period induced the perception of higher risk for consumers and then effected repurchase intention. In the meantime, the consumers will also pay more attention on staffs' service and professionalism.

並列關鍵字

Satisfaction ； Repurchase Intention ； Importance degree

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