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The Study of Swimming Consumers' Repurchase Intention by Applying the Marketing Mix and Model of Perceived Value
The study aimed to explore the relationships among perceived value, perceived benefit, perceived sacrifice, attractiveness of alternatives and repurchase intention of swimming consumers by applying the marketing mix and the model of perceived value. Besides, it tested the fitness of the model for different types of swimming consumers. The data was collected by questionnaires through Random Sampling targeting National Taiwan Normal University and Taipei Da-An Sports Center consumers above 18 years old. Descriptive statistics, path analysis with latent variables and multiple group analysis were utilized to analyze 425 valid data and test the model. The Results showed that 1) the model was accepted. Consumers' perceived value has positive effect on repurchase intention. Perceived benefit had positive effect on perceived value, but negative effect on attractiveness of alternatives. On the contrary, perceived sacrifice had negative effect on perceived value but positive effect on attractiveness of alternatives. Also, attractiveness of alternatives had negative effect on repurchase intention. 2) The model fit for both studied groups. According to the results, it will be helpful to both enhance the facilities, professional service and the perceived value of marketing mix and to reduce perceived sacrifice for price and other efforts in order to facilitate the consumers' repurchase intention and moderate their intention for alternatives.
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