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題 名 | 健身俱樂部之品牌知名度、顧客滿意度與再購意願之研究=The Research on Sports Club of Brand Awareness, Customer Satisfaction and Repurchase Intention |
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作 者 | 洪至祥; 黎正評; 宋映呈; 張可欣; | 書刊名 | 運動休閒管理學報 |
卷 期 | 13:3 2016.09[民105.09] |
頁 次 | 頁63-77 |
分類號 | 489.77 |
關鍵詞 | 偏最小平方法; 健身運動; 消費者; 驗證性因素分析; Partial least squares method; Fitness; Consumer; Confirmatory factor analysis; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以健身俱樂部之消費者為研究對象,調查不同背景變項之健身運動參與情形;驗證品牌知名度、顧客滿意度與再購意願以World GYM健身俱樂部消費者為受測者的影響程度。採取比例抽樣方式,共計發放600份問卷,回收422份,扣除填答不完全者等無效問卷22份,有效問卷共計400份,有效回收率為66.67%。統計分析方式包含描述性統計分析、信度分析、驗證性因素分析與結構方程模式,研究結果顯示:(一)品牌知名度對顧客滿意度的直接影響效果為.631;(二)顧客滿意度對購意願的直接影響效果為.574;(三)品牌知名度對再購意願的直接效果為.283,此外,品牌知名度間接影響顧客滿意度為.362,總效果為.645。 |
英文摘要 | The research of fitness club consumers for the study, the survey exercise different background variables involved in the case, and verification brand awareness, customer satisfaction and repurchase intention to fitness club for the subject's consumers influence level. Use the proportional sampling mode, issuing a total of 600 questionnaires, 422 copies, deduct respondents had incomplete questionnaires were invalid and other 22, a total of 400 valid questionnaires, the effective rate was 66.67 %. Statistical analysis mode contains descriptive statistical analysis, reliability analysis, confirmatory factor analysis and structural equation model. The results were: First, brand awareness directly affect the results of customer satisfaction is .631; Second, the customer satisfaction on repurchase intention directly affect the results of .574; Third, the brand recognition of the direct effect of repurchase intention is .283, in addition to brand awareness indirectly affect customer satisfaction as .362, and .645 for the total effect . |
本系統中英文摘要資訊取自各篇刊載內容。