探討健身房品牌形象與消費者購買意願之關聯性

Investigating the Relationship Between Gym Brand Image and Consumer Purchase Intention

COVID-19疫情的爆發對全球造成前所未有的衝擊，不僅影響人們生活型態和消費模式，也大幅度提升了健康意識。根據財政部資料顯示，運動服務業之營利事業家數於此期間快速成長，從2019年到2024年年成長率達到16.4%。本研究旨在探討健身房品牌形象、知覺價值及購買意願的相關性，以及各人口統計樣本對以上三項變數是否存有顯著影響；研究採用問卷調查法，針對125位有效樣本進行分析，使用SPSS軟體進行相關性和迴歸分析，探討品牌形象構面（功能性、象徵性、體驗性）、知覺價值構面（情感價值、社會價值、功能價值、品質價值）與購買意願的關聯性。研究結果顯示：（1）品牌形象對知覺價值具有顯著正向影響；（2）品牌形象中的象徵性與體驗性對購買意願具有顯著正向影響；（3）知覺價值中的情感價值與功能價值對購買意願有顯著正向影響；（4）人口統計變項對購買意願未有顯著相關。歷經COVID-19疫情大流行後，健身產業需要因應消費者行為變化轉型，加速數位化，提供多元、個性化的服務體驗，本研究結果將為健身產業業者提供品牌經營與行銷策略的實用參考，有助於提升消費者對健身服務的知覺價值與購買意願。

The COVID-19 pandemic impacted global lifestyles and heightened health awareness, with sports service businesses growing 16.4% annually from 2019-2024. This study examines the relationships among gym brand image, perceived value, and purchase intention, and whether demographic variables significantly influence these factors. Using questionnaire methodology with 125 valid samples analyzed through SPSS correlation and regression analysis, we investigated the relationships between brand image dimensions (functional, symbolic, experiential), perceived value dimensions (emotional, social, functional, quality), and purchase intention. Results indicate: (1) brand image positively influences perceived value; (2) symbolic and experiential dimensions of brand image significantly affect purchase intention; (3) emotional and functional values positively impact purchase intention; (4) demographic variables show no significant correlation with purchase intention. Post-pandemic, fitness businesses must adapt to changing consumer behaviors through digital transformation and personalized services, with this research providing practical marketing guidance.