查詢結果分析
相關文獻
- 運動健身俱樂部數位轉型對消費者知覺價值與購買意願之影響
- 產品有用與產品易用 孰者為重?
- 抖音短影音平臺Tik Tok之知覺有用性與知覺易用性對消費者購買意願的影響
- 數位學習特性對學習滿意度之影響--探討學習知覺之中介效果
- 價格建構效果之研究--以認知需求為干擾變數
- 軟體開發評估模式--以Apple App Store軟體為例
- 贈品促銷策略對於知覺價值與購買意願探討--以智慧型手機為例
- 影響線上拍賣網站購買意願因素之研究
- 年輕族群精品購買意願之影響因素模式分析
- How Personality and Environmental Concern Affect Consumer Values, Attitudes, and Behavior Formation toward Green Products: An Application of the 3M Hierarchical Model
頁籤選單縮合
題名 | 運動健身俱樂部數位轉型對消費者知覺價值與購買意願之影響=Effect of Digital Transformation in Sports Fitness Clubs on Consumer Perceived Value and Consumer Purchase Intention |
---|---|
作者 | 廖紋尉; 黃渼茜; 康正男; | 書刊名 | 臺灣體育運動管理學報 |
卷期 | 24:1 2024.06[民113.06] |
頁次 | 頁153-188 |
分類號 | 496.34 |
關鍵詞 | 運動健身俱樂部; 知覺有用性; 知覺易用性; 知覺價值; 購買意願; Sports fitness club; Perceived usefulness; Perceived ease of use; Perceived value; Purchase intention; |
語文 | 中文(Chinese) |
DOI | 10.6547/tassm.202406_24(1).0006 |
中文摘要 | 目的:本研究旨在探討數位轉型對於運動健身俱樂部的影響,以運動健身俱樂部數位轉型為核心,探討知覺有用性、知覺易用性、知覺價值與購買意願間之關係。方法:本研究採用便利抽樣的方法,透過線上問卷的填寫方式,收集298名運動健身俱樂部會員樣本,共計收回293份有效問卷,有效樣本數達98.3%,以IBM SPSS 27.0及SmartPLS 4.0統計軟體,進行描述性統計、驗證性因素分析、結構方程模式分析。結果:研究結果顯示:一、知覺有用性與知覺易用性顯著正向影響知覺價值。二、知覺價值對購買意願有顯著正向影響。三、知覺有用性對購買意願有顯著的正向影響。最後,本研究發現,消費者知覺價值在知覺有用性對購買意願間,有部分中介的效果;知覺價值在知覺易用性對購買意願間,不存在中介的效果。討論:運動健身俱樂部業者應該透過提供符合消費者需求並且易於使用的數位科技設備,提升消費者對於數位技術的使用感知價值,以提高他們對於產品的購買意願。這項研究為運動健身行業的利益相關者提供寶貴的洞察,幫助他們制定有效的轉型策略,明確行銷方向與目標。透過科技轉型技術,可以為消費者和俱樂部經營者營造更佳的運動智慧環境。創新性:1.從消費者角度重新思考運動健身俱樂部整合科技服務,提供實質建議作為激發產品與服務設計之參考。2.既有運動健身產業在物聯網領域之研究尚處初階階段,本研究提供實證結果給運動健身俱樂部業者參考,推動產業發展。 |
英文摘要 | Purpose: The purpose of this study was to investigate the impact of perceived usefulness and perceived ease of use on consumer perceived value and consumer purchase intention within the context of digital transformation in sports fitness clubs. Methods: A total of 298 current members of sports fitness clubs participated in this study. The participants were instructed to complete an online questionnaire, and a total of 293 valid responses were collected, yielding a validation rate of 98.3%. The collected data were then analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling, performed using IBM SPSS 27.0 and SmartPLS 4.0 statistical software. Results: The study findings are outlined as follows: (1) Perceived usefulness and perceived ease of use significantly and positively influenced consumer perceived value. (2) Consumer perceived value significantly and positively influenced consumer purchase intention. (3) Perceived usefulness significantly and positively influenced consumer purchase intention. (4) Consumer perceived value mediated the relationship between perceived usefulness, perceived ease of use, and consumer purchase intention. Moreover, it partially mediated the relationship between perceived usefulness and consumer purchase intention but exerted no significant positive mediating effect on the relationship between perceived ease of use and consumer purchase intention. Conclusion: The study findings indicate that digital transformation efforts in sports fitness clubs should prioritize consumers' perceived value in terms of the ease of use and usefulness of digital technology to boost consumers purchase intentions. This study offers insights that can help stakeholders in the sports and fitness industry to develop effective transformation strategies, establish clear marketing directions, and set clear goals. By leveraging digital technology, stakeholders can create a more user-friendly sports environment for both consumers and operators. Originality/value:1.By reassessing the integration of technology services in sports and fitness clubs from a consumer perspective, this study provides crucial recommendations for industry operators, inspiring innovation in product and service design. 2.The study contributes empirical evidence to the relatively nascent field of the Internet of Things (IoT) in the sports and fitness industry, encouraging further development and consideration by club operators. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。