應用隱喻誘引法探討健身休閒俱樂部對消費者休閒意義與形象之建構

A Study of Health Club Image Building and Leisure Meaning for Consumer: Using of Zaltman Metaphor Elicitation Technique

10.29801/THTJ.200806.0001

黃慧新；黃志文；歐陽良裕

隱喻誘引法ZMET ； 健身休閒俱樂部 ； 休閒 ； ZMET Metaphor Elicitation Technique ； Health Club ； Leisure

臺灣觀光學報

5期（2008 / 06 / 01）

1 - 16

繁體中文

近年來健身休閒俱樂部在國內數量明顯增加。提供人們多項的運動健身參與，成爲休閒產業中極爲活躍的一支。本研究使用隱喻誘引法(ZMET)來探討健身休閒俱樂部對對消費者休閒概念意義與形象的建構，並背後所代表的社會脈絡意涵。結果發現，「魅力」構念出現次數最多，其次分別爲「吸引力」、「健康」、「自信」、「夢想與希望」、「活力、活潑」；整體來看，賦有自我實現意義類的構念出現比例，要比社會意義構面來的大。 由於過去國內研究，多從行銷觀點探討健身休閒俱樂部服務品質、顧客滿意、消費者涉入程度與購買影響，對於消費者心中「健身休閒俱樂部」休閒認知形象與社會脈絡下的意義賦予，未加以著墨。而本研究探討消費者對於健身休閒俱樂部形象意涵認知，可作爲後續研究品牌形象和品牌權益時的實務參考，對於健身休閒俱樂部產業建立品牌以提昇行銷績效有正面的幫助。

The Health Clubs Are Increasing In Recent Years. They Provide People Participate In Leisure activities. This research use ZMET(ZMET Metaphor Elicitation Technique)to explore leisure meaning of Health Clubs for consumer in social text. The results show that the frequency of the ”fascination” concept is the most. In sum, self-realization meaning concept is more than social meaning ones.Many past studies use marketing perceptions to explore Health Clubs' service quality, customer satisfaction and brand image to influence purchase behavior. But less research explore the cognitive concept of Health Clubs in social meaning. Therefore the result of this study can help Health Club industry to build brand image and make marketing strategy.

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