系統識別號 U0026-0602201217070700
論文名稱(中文) 消費者對運動器材購買意願因素之探討
論文名稱(英文) An Examination of the Determinants of Customer Purchase Intention Towards Fitness Equipment
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 100
學期 1
出版年 101
研究生(中文) 郭哲宏
研究生(英文) Che-Hung Kuo
學號 RA7981149
學位類別 碩士
語文別 英文
論文頁數 78頁
口試委員 口試委員-張國義
中文關鍵字 AMC 觀點  購買意願  運動器材  健康意識  身體形象意識  健康顧慮  形象顧慮 
英文關鍵字 AMC perspective  Purchase intention  Fitness equipment  Health consciousness  Image consciousness  Health concern  Image concern 
中文摘要 本研究利用察覺、動機、能力(Awareness-Motivation-Capability, AMC) 觀點來探討消費者的健康顧慮、身體形象顧慮與其健康意識、身體形象意識的交互作用對運動器材購買意願的影響。研究結果顯示,消費者的健康意識與健康顧慮正向影響他們對運動器材的購買意願。消費者的身體形象顧慮則呈現負向的影響。同時,消費者的健康顧慮負向干擾健康意識與運動器材的購買意願之間的關係。本研究首次將AMC觀點延伸到消費者行為領域,研究結果對於理論與實務均具有重要的意涵。
英文摘要 This research applied the Awareness-Motivation-Capability (AMC) perspective to investigate the moderating effects of health concern and image concern on the relationships between customers’ health consciousness and image consciousness and their purchase intention toward fitness equipment. Research results based on a sample of 317 potential customers collected in Taiwan showed that both health consciousness and health concern positively affects while image concern negatively affects customer’s purchase intention toward fitness equipment. Moreover, health concern shows a negative moderating effect on the relationship between customers’ health consciousness and their purchase intention. This study advances the consumer behavior research by applying the AMC perspective to identify the interplay between customers’ consciousness and concern and its effect on their purchase decision.






1.1 Research Background. 1
1.2 Research Motivation. 5
1.3 Research Structure. 8

2.1 Theoretical Background: The Awareness-Motivation Capability Perspective. 10
2.2 Definitions for Relevant Research Variables. 12
2.2.1 Health Consciousness. 12
2.2.2 Image Consciousness. 13
2.2.3 Purchase Intention. 14
2.2.4 Health Concern as Moderator. 15
2.2.5 Image Concern as Moderator. 16
2.3 Developments of Research Hypothesis. 19
2.3.1 Relationship between Health Consciousness and Purchase Intention. 19
2.3.2 Relationship between Image Consciousness and Purchase Intention. 21
2.3.3 Relationship between Health Consciousness, Health Concern and Purchase Intention. 22
2.3.4 Relationship between Image Consciousness, Image Concern and Purchase Intention. 24

3.1 Research Model. 26
3.2 Description of Sample. 27
3.3 Questionnaire Design. 30
3.3.1 Health Consciousness. 30
3.3.2 Image Consciousness. 32
3.3.3 Image Concern. 33
3.3.4 Health Concern. 35
3.3.5 Purchase Intention. 36
3.4 Control Variables. 38
3.4.1 Weight Locus of Control. 38
3.4.2 Health Locus of Control. 39
3.4.3 Space Consideration. 40
3.4.4 Age. 40
3.4.5 Education Level. 41
3.4.6 Gender. 41
3.4.7 Marital Status. 41
3.4.8 Income Level. 41
3.4.9 Experience of Purchasing Fitness Equipment. 42
3.4.10 How Many Times of Exercise in a Week. 42
3.5 Sampling Plan. 42
3.6 Method of Analysis. 43
3.6.1 Descriptive Statistics. 43
3.6.2 Pearson Correlation Analysis. 43
3.6.3 Reliability Test (Cronbach’s Alpha). 43
3.6.4 Hierarchical Regression Analysis. 43

4.1 Assessing Full Measurement Model. 44
4.2 Standard Deviation, Mean, and Pearson Correlation. 47
4.3 Hierarchical Multiple Regression. 49

5.1 Theoretical Implication. 51
5.2 Managerial Implication. 55
5.3 Limitation and Future Directions. 56


Appendix 1: Questionnaire for Experiment (English) 66
Appendix 1: Questionnaire for Experiment (Chinese) 73
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