從服務主導邏輯觀點論女性的運動消費者行銷模式

Explore the service-dominant logic and female sports consumer marketing

近年來，新興的服務主導邏輯行銷模式，對消費者行為影響的研究，已應用於各研究領域，且 為市場行銷機制注入新觀點。本文經由文獻回顧，闡述服務主導邏輯理論之源起與概念發展，並提 出此理論在運動市場女性消費者行為應用的建議，透過服務主導邏輯理論 （service-dominant logic, SDL） 觀點取徑，從服務主導邏輯的創新服務模式具體範疇，豐富運動行銷領域對於女性消費者特 質的研究應用，並增進對女性運動消費者消費歷程的理解，除了可尋求日後運動市場服務經濟研究 的展望性之外，亦可做為運動休閒領域實務管理依循。

Over recent years, the emerging service led logical marketing model and research on consumer behavior has been aimed at various research fields, and new perspectives have been injected into the marketing mechanism. This article, through the review of relevant literature, studies the origin of and conceptual development of service-oriented logic, and puts forward suggestions for the application of this theory to female consumer behavior in the sports market. Through the perspective of service-dominant logic (SDL) we can enrich the research and application of the characteristics of female consumers in the sports marketing field, and improve the understanding of the consumption process of female sports consumers. It can also be used as a practical management guide in the field of sports and leisure.