體驗行銷、認知價值與顧客滿意度對再購意願影響之探討-以健身房為例

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题名:	體驗行銷、認知價值與顧客滿意度對再購意願影響之探討-以健身房為例 The Influence of Experiential Marketing, Perceived Value and Customer Satisfaction on Repurchase Intention：A Case Study of Gymnasium
作者:	黃建鑫
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	體驗行銷認知價值顧客滿意度再購意願 experiential marketing perceived value customer satisfaction intention repurchase
日期:	2024
上传时间:	2024-08-02 15:41:49 (UTC+8)
摘要:	城市中的許多人因工作或日常生活的壓力越來越大而深受其苦;為了保持更好的健康狀態和提升生活質量，越來越多的人嘗試參加健身房會員，進行日常鍛煉。因此，健身房業務不僅變得更加繁榮，吸引了更多的愛好運動者加入，且呈現出更為競爭的趨勢。換言之，如何保持健身從業者的持續優勢並吸引更多的消費者，成為一個至關重要的議題。因此，本研究旨在調查健身房會員的再購意願，同時，並通過深入文獻綜述，將體驗式行銷、認知價值和顧客滿意度作為關鍵決定因素。本研究採用五點李克特量表問卷;共收集了250個有效樣本。研究方法包括描述性分析、迴歸分析和結構方程式模型(SEM)。研究結果顯示，體驗行銷和認知價值對顧客滿意度和再次購買意願均具有正向影響，而顧客滿意度對再購意願也有顯著正向影響。此外，本研究還確定了影響再購意願的具體因素。研究結果有助於從業者瞭解客戶偏好，進一步制定有效的行銷策略。 Many people in cities suffer from the increasing pressure of work or daily life; In order to maintain better health and improve the quality of life, more and more people are trying to join a gym membership for daily exercise. As a result, the gym business has not only become more prosperous, attracting more sports enthusiasts, but also showing a more competitive trend. In other words, how to maintain the continuous advantage of fitness practitioners and attract more consumers has become a crucial issue. Therefore, this study aims to investigate the repurchase intention of gym members, and at the same time, through an in-depth literature review, experiential marketing, perceived value, and customer satisfaction as key determinants. In this study, a five-point Likert scale questionnaire was used; A total of 250 valid samples were collected. Research methods include descriptive analysis, regression analysis, and structural equation modeling (SEM). The results show that experiential marketing and perceived value have a positive impact on customer satisfaction and repurchase intention, and customer satisfaction also has a significant positive impact on repurchase intention. In addition, the study identified specific factors that influence repurchase intentions. The results of the study can help practitioners understand customer preferences and further develop effective marketing strategies.
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