永續效益認知與知覺價值及購買意圖之相關研究－以雙北國民運動中心為例

Abstract

近年來，永續議題已成為各領域關注的焦點，並逐步影響政策、企業營運與市場行為。運動產業也發揮獨特的社會影響力，其中扎根臺灣各地的國民運動中心，也成為推展運動永續的網絡之一。然而，不同個體對永續效益的感知存在差異，如何在日常營運中把握消費者對永續商品的效益認知、價值判斷與購買意圖，成為關鍵。本研究以國民運動中心使用人次超過全臺半數的雙北市，抽取六間作為研究對象，以網路問卷與滾雪球抽樣方式，共回收443份有效問卷，探討永續效益認知、知覺價值及購買意圖之現況與關聯。結果顯示，受訪者普遍給予永續效益正向肯定，但對於長期、間接或宏觀面向的效用感受較弱；雖願意支持運動中心發展永續商品，對溢價購買仍有分歧。永續效益認知在職業呈顯著差異；知覺價值則在性別、教育程度、職業、月收入與平均運動花費等維度均具顯著差異；購買意圖在職業、月收入與運動花費間亦有顯著差異，並且三者間皆呈顯著正向相關，以經濟永續效益對知覺價值與購買意圖的關聯度最高。建議未來擴大樣本及研究範圍，輔以質性訪談及納入更多討論變項，以深入理解個體差異，實務上則可採取差異化行銷與視覺化來呈現效益，讓消費者切實感受永續效益與價值，進而推動整體永續市場前進。In recent years, sustainability has become a focal point across all fields, gradually influencing policy, corporate operations, and market behavior. The sports industry exerts a unique social impact, and Taiwan’s National Sports Centers—rooted throughout the country—form a key network for promoting a sustainable sports‐consumption market. However, individuals differ in their Perceived Sustainability Benefits (PSB), making it critical to understand consumers’ benefit perception, Perceived Value (PV), and Purchase Intention (PI) in daily facility operations.This study sampled six centers in Taipei and New Taipei City using an online questionnaire and snowball sampling, yielding 443 valid responses. Results indicate that respondents generally affirm sustainability benefits but feel these less strongly when they are long‐term, indirect, or macro‐level. Although willing to support centers’ sustainable offerings, they remain divided on paying premium prices. PSB differed significantly by occupation; PV varied by gender, education, occupation, monthly income, and average sports expenditure; and PI differed by occupation, income, and sports spending. All three constructs were positively correlated, with economic PSB showing the strongest associations with both PV and PI. It is recommended that future research expand sample size and scope, incorporate qualitative interviews, and include additional moderating variables to deepen understanding of individual differences. Practically, differentiated marketing and visualization of benefits can help consumers tangibly perceive sustainability benefits and value, thereby driving the overall sustainable market forward.