虛擬運動社群涉入程度對女性運動意願影響之研究

Abstract

隨著網際網路的發展及健康意識的抬頭，虛擬運動社群逐漸興起，然而國人規律運動比例仍然偏低，當中女性規律運動比例32.4%略低於男性的35.4%。本研究旨在了解虛擬運動社群涉入程度對於女性運動意願之影響。研究目的包括：(一) 探討虛擬運動社群涉入程度及運動意願之現況；(二) 探討不同背景變項女性在虛擬運動社群涉入程度及運動意願之差異；(三) 探討女性在虛擬運動社群涉入程度及運動意願之相關情形；(四) 探討女性在虛擬運動社群涉入程度對運動意願之預測力。研究方法將Nuli女力社群之女性作為研究對象，並以便利採樣發放742份網路問卷，其中692份有效問卷，有效問卷回收率93.2%。研究結果顯示：(一) 最多數人每週運動 2~5 次且每月願意支付在運動上之金額為500~2,999元；(二) Nuli女力虛擬運動社群使用頻率及時間越高者，其虛擬運動社群涉入程度與運動意願皆越高；(三) 願意去健身房運動之Nuli女力成員其運動意願顯著高於選擇只在家運動之成員；(四) 虛擬運動社群的涉入程度對自我意願的解釋變異量為13.3%，對推薦意願的解釋變異量則為22.8%。根據以上研究結果，研究者建議運動相關行業創立虛擬運動社群，增加社群內容豐富度及成員互動性，藉此提高成員之涉入程度及使用頻率，即可增加成員之運動意願，進而提升成員使用該品牌運動相關服務之意願。As the Internet continues to evolve and public awareness of health increases, virtual exercise communities are steadily emerging. However, the proportion of people who do regular exercise remains low among the Taiwanese population, with women slightly less active than men. This study aims to understand the impact of virtual exercise communities on women's willingness to exercise. The research objectives include: (1) Investigate the current situation of virtual exercise communities involvement and willingness to exercise ; (2) Explore the levels of involvement in virtual exercise communities and of willingness to exercise from women with different background variables; (3) Investigate the correlation between women’s involvement in virtual exercise community and their willingness to exercise ; (4) Examine the predictive power of women’s involvement in virtual exercise community for predicting their willingness to exercise. The study focused on women in the Nuli Women's Power Community, collecting 742 online survey responses through convenience sampling, of which 692 were valid (a 93.2% response rate). Results showed:(1) Most exercise 2-5 times a week and are willing to spend 500-2,999 yuan monthly on fitness.(2)Higher usage of the virtual exercise community correlates with more involvement and willingness to exercise.(3)Members willing to go to a gym have higher exercise intentions than those only exercising at home.(4) The level of involvement in virtual sports communities explains 13.3% of the variance in self-willingness and 22.8% of the variance in recommendation willingness.The researchers suggest fitness-related industries create virtual exercise communities to boost involvement, frequency, and members' exercise willingness, thus increasing their interest in associated services.