健身運動參與者知覺風險與滿意度關係之研究-以知覺價值為中介變項

Abstract

本研究探討知覺風險對滿意度之影響，並以知覺價值為中介變項進行研究。首先藉由文獻分析探討過往不同領域對於知覺價值、知覺風險、滿意度的研究之重要發現，以及探討變項與變項之間的關係。本研究分為兩大階段進行，首先於2021年3月21日至4月16日，進行網路預試的發放，以檢視本研究問卷各量表之題項的信度、效度；其後於同年5月1日至25日，以滿20歲，曾於成吉思汗、健身工廠、世界健身俱樂部參與健身運動者為研究對象，進行調查，並以描述性統計、皮爾森積差相關、階層迴歸分析等統計分析方法進行資料分析，所得結論如下：一、健身運動參與者知覺風險之高低程度對於知覺價值、滿意度之兼具有相關性：其中知覺風險與知覺價值呈中度負相關、知覺風險與滿意度呈中度負相關、知覺價值與滿意度呈現高度正相關。二、知覺風險因素對於健身運動參與者之滿意度具有良好的預測效果。三、知覺價值對於知覺風險及滿意度之間具有部分中介效果。基於上述結果，建議健身運動場館，應重視顧客所知覺到的風險因子加以修正，並了解顧客心中對於所知覺到的價值加以著重，並發展出相對應的服務，使顧客能感覺受到重視，進而提高滿意度。而針對未來研究，建議可以於不同型態之運動場域進行研究；或是進行縱向研究，對於顧客進行深度訪談，深化研究內涵。

This study investigates the effect of perceived risk on satisfaction, using perceived value as a mediating variable. First, literature analysis was conducted to examine the important findings of previous research on perceived value, perceived risk, and satisfaction in different fields and to explore the relationship between them. The study was conducted in two phases: first, an online pretest was administered from March 21 to April 16, 2021, to examine the reliability and validity of the questions on the questionnaire; then, from May 1 to 25 of the same year, a survey was conducted with participants aged 20 years or older who had participated in fitness exercises at GENGHIS KHAN FITNESS CLUB , Fitness Factory, and World Gym. The data were analyzed by descriptive statistics, Pearson Correlation, and hierarchical regression analysis, and the following conclusions were obtained. The degree of the perceived risk of fitness exercise participants was correlated with both perceived value and satisfaction:1.Perceived risk was moderately negatively correlated with perceived value, perceived risk was moderately negatively correlated with satisfaction, and perceived value was highly positively correlated with satisfaction.2.Perceived risk factors have good predictive effects on the satisfaction of fitness exercise participants.3.Perceived value had a partial mediating effect on the relationship between perceived risk and satisfaction.Based on the above results, it is suggested that fitness club proprietors should pay attention to the perceived risk factors and modify them, and understand the value that customers perceive, and develop corresponding services so that customers can feel valued and increase their satisfaction. For future research, it is suggested that research can be conducted in different types of sports venues or longitudinal research, and in-depth interviews can be conducted with customers to deepen the content of the research.