健身俱樂部顧客體驗價值對行為意向之影響－兼論顧客涉入程度之干擾效果

The Effect of Customer Experiential Value on Consumer Behavioral Intention in Health Club-The Moderating Effect of Involvement

10.29632/CRYDSSSK.201206.0011

周文玲；張秀惠；謝茵如

健身俱樂部 ； 顧客體驗價值 ； 行為意向 ； 涉入程度 ； health club ； customer experiential value ； behavioral intention ； involvement

長榮運動休閒學刊

6期（2012 / 06 / 01）

101 - 111

繁體中文

過去文獻中對於顧客行為意向之研究廣泛，但是多數是針對產品本身或是服務過程。健身俱樂部顧客體驗價值是否會影響顧客行為意向，現有文獻仍無法釐清。因此，本研究昌在建立健身俱樂部顧客體驗價值和顧客行為意向關係之完整核式，此外，探討顧客涉入程度是否會產生干擾效果。本研究結果殺現，健身俱樂部顧客體驗價值越高，會正向影響顧客之行為意向；至於健身俱樂部顧客體驗價值對於行為意向之影響過程，並不會受到顧客涉入程度之干擾。

The existing literatures including many researches about customer behavioral intention, but most of the researches focus on the products or the service process. There is no research concerning if the customer experiential value influence customer behavioral intention. Therefore, the research is aimed at establishing a relationship model on the customer experiential value, customer behavioral intention, and the moderating effects from involvement in health club. The results demonstrate that higher customer experiential value in health club will positively influence customer behavioral intention; however, involvement of the customer will not moderate the relationship between customer experiential value and customer behavioral intention.

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