大學生使用運動App的知覺品質、動機、滿意度與忠誠度之研究－以廣東嶺南師範學院學生為例

A Confirmatory Study of the Relationship between Fitness Applications' Perceived Quality, Usage Motivation, Satisfaction, and Loyalty from Lingnan Normal University Students' Perspectives in Guangdong

古志銘(Chih-Ming Ku) ； 尚憶薇(I-Wei Shang)

《臺中教育大學體育學系系刊》 16期 (2021/12) Pp. 50-65

摘要

目的：本研究旨在探討大學生使用運動App的知覺品質、動機、滿意度與忠誠度間的關係。方法：本研究採用問卷調查法作為研究設計的基礎，研究工具則是參考相關文獻後自編成「大學生使用運動App調查問卷」。以立意抽樣的方式選取廣東嶺南師範學院在校一年級至四年級的學生為研究對象，以網路問卷蒐集402份有效問卷，以結構方程式的偏最小平方法（PLS-SEM）進行資料分析。結果：研究結果顯示大學生使用運動App的知覺品質對動機、滿意度、行為忠誠和態度忠誠皆有顯著的影響；而動機對滿意度、行為忠誠和態度忠誠也均有顯著的影響；但滿意度僅對態度忠誠有顯著影響。再者，使用運動App的動機與滿意度皆扮接演知覺品質和態度忠誠間的中介變項。結論：知覺品質和動機是促使大學生忠於使用運動App的重要變項，而滿意度則只能增加持續使用意願的忠誠度，並不會對實際行為的忠誠度有影響。因此，運動App的功能設計、使用介面、服務內容等的強化，才能讓學生忠於使用運動App來從事身體活動。

關鍵字

運動App ； 動機 ； 滿意度 ； 知覺品質 ； 忠誠度

並列摘要

Purpose: The purpose of this study is to verify the relationship between fitness applications' perceived quality, usage motivation, satisfaction, and loyalty from Lingnan Normal University students' perspectives in Guangdong. Method: The questionnaire survey was used to address the purpose of the study. The questionnaire of ＂College Students' Fitness Application Usage Intention＂ was developed by the researcher based on the related references. Purposive sampling was adopted to select the eligible respondents who are full-time undergraduate students in Lingnan Normal University, Guangdong. The online questionnaire was utilized to collect data, and four hundred and two online questionnaires were collected. Description analysis and partial least squares structural equation modeling were used to analyze collected data. Results: The undergraduate student' fitness application perceived quality can significantly influence their usage motivation, satisfaction, behavioral loyalty, and attitudinal loyalty. The usage motivation can also significantly affect satisfaction, behavioral loyalty, and attitudinal loyalty. Surprisingly, satisfaction shows no significant effect on behavioral loyalty but a significant effect on attitudinal loyalty. Furthermore, usage motivation and satisfaction play a partial mediator between perceived quality, satisfaction, and loyalty. Conclusion: Perceived quality and usage motivation are the essential promotors of students' fitness application usage of continued intention and behavior. Satisfaction can increase students' attitudinal loyalty but behavioral loyalty. Therefore, enhancing the fitness applications' functional design, usage surface, service content, etc., can promote students' continuous usage behavior of fitness applications to assist their physical activity.

並列關鍵字

fitness application ； motivation ； satisfaction ； perceived quality ； loyalty