世界健身俱樂部品牌形象對消費者購買意願之影響—以涉入程度做為調節變項

Abstract

本研究旨在探討世界健身俱樂部品牌形象對於消費者購買意願之影響並且進一步瞭解品牌形象、涉入程度及購買意願之現況以及三變項間之相關情形，並加以檢驗消費者之涉入程度在品牌形象與購買意願之關係中是否具有調節之效果。研究針對過往凡曾經於世界健身俱樂部體驗或消費之消費者為研究對象進行問卷調查。於2021年10月採用網路問卷方式進行問卷發放施測，收回有效問卷416份問卷。透過SPSS for MAC 23.0 統計軟體進行本研究之假設檢驗及相關分析。研究結果發現如下：一、世界健身俱樂部消費者之結構特性分佈為男女性別比例平均、21至40歲之年齡層為主、從事健身運動之年資及參加世界健身俱樂部之年資皆為1年以上未滿5年為大宗、職業為較多元且平均、收入所得以40,000至99,999元為主。二、品牌形象以功能性認同度最高，而象徵性認同度最低；在涉入程度部分，整體之認同程度介於「普通」與「同意」之間；而購買意願部分，整體購買意願之程度屬於「不同意」與「普通」之間。三、品牌形象、涉入程度及購買意願間皆呈現顯著之正相關。四、涉入程度於品牌形象對購買意願間之關係具有正向之調節效果。根據上述結果，建議可以維持既有之目標客群、積極拓展潛在消費群，針對涉入程度較高之族群，加強對其之行銷宣傳，以期提高消費者之購買意願。

The purpose of this study is to explore the influence of World Gym brand image on consumers' purchase intention and test whether consumer’s involvement has a moderating effect on the relationship between brand image and purchase intention. In October 2021, the research conducted a questionnaire survey on consumers who had experienced or consumed in World Gym and 416 valid questionnaires received. The findings of the study are as follows: 1. The consumers in World Gym are on an average gender ratio of males and females, the main age group is 21 to 40 years old, and the seniority in fitness sports and the seniority in participating in World Gym are both more than 1 year and less than 5 years. The occupation is more diverse and the average income is mainly 40,000 to 99,999 NTD dollars.2. The brand image has the highest functional score and the lowest symbolic score; as for involvement, the overall score is between"normal" and "agreeable"; for purchase intention, the score overall purchase intention falls between "disagree" and "normal." 3. The correlation between brand image, involvement and purchase intention is significant. 4. Involvement has positive moderating effect between brand image and purchase intention. According to the above results, it is suggested to maintain the present targeted customers, reach out to the potential consumers, and enhance the marketing on the group with a higher score of involvement to increase the purchase intention of consumers.