新冠肺炎疫情下游泳池會員企業形象、知覺價值、知覺風險對購買意願的影響－－以大台中地區為例

The Influence of Swimming Pool Members' Corporate Image, Perceived Value, and Perceived Risk on Purchase Intention during COVID-19 Pandemic- An Example of Taichung City

隨著近年來健康意識的興起，雖然2020年初在新冠肺炎（COVID-19）威脅下，游泳池的營運曾嚴重受到停業影響，但卻未澆息消費者對運動的熱情，也更讓消費者體認到運動健身的重要性。本研究目的主要探討新冠肺炎疫情下泳池會員企業形象、知覺價值、知覺風險對於購買意願之影響，研究以大台中地區的游泳池會員為研究對象，採便利抽樣方法進行問卷調查，發放問卷500份，回收問卷434份，扣除漏填及規則性填答之無效問卷34份，有效問卷共400份，有效問卷回收率為92%。研究結果發現，企業形象對於購買意願具有顯著正向影響，知覺價值對於購買意願具有顯著正向影響，知覺風險對於購買意願具有顯著負向影響，期透過本研究之發現能提供政府相關單位及業者在新冠肺炎疫情下游泳池經營管理上之參考。

With the rise of health consciousness in recent years, although the operation of swimming pools was seriously affected by the influence of business suspension under the COVID-19 pandemic in early 2020, it has not dampened consumers' enthusiasm for exercise. Furthermore, more and more consumers have realized the importance of exercise and fitness. This study aims to explore the influence of corporate image, perceived value, and perceived risk of swimming pool members on purchase intention under the COVID-19 pandemic. The convenience sampling method was adopted to conduct a questionnaire survey among swimming pool members in Taichung. 500 questionnaires were issued, and 434 of them were collected. The total number of valid questionnaires was 400 (recovery rate of valid questionnaires 92%) after excluding 34 invalid questionnaires that were omitted or filled out in a regular manner. The research results revealed that corporate image and perceived value have significant positive impacts on purchase intention, while perceived risk has significant negative effect on purchase intention. It is expected that the findings of this study can provide a reference for the government agencies and the industry in the management of swimming pools under the COVID-19 pandemic.