隨著健康生活的盛行，近年來人們越來越重視自己的身體健康，而能夠促進身體健康的運動，也在近幾年成為風潮。運動不僅僅是一個促進健康的手段，同時也是一個生活型態的表達，而生活型態是自我表達的一種方式。每個人都有自我表達的需求，過去的研究強調：自我表達是恆常的，而近年來學者Chernev提出自我表達滿足模型，說明自我表達是可以被滿足的。因此本研究利用自我表達滿足模型為理論基礎，來探討運動生活型態的人，是否會因為過去一周內所從事的運動的頻率和強度，在未來一周的運動品牌產品意圖上受到影響。本研究透過Facebook 收集了348份有效問卷，研究結果顯示擁有越高運動生活型態的人，在未來擁有較為強烈的運動品牌產品消費意圖，然而，過去一周的運動強度和頻率調節效果不顯著。也就是說本研究並無觀察到，運動生活型態的自我表達會被運動強度和頻率所滿足。本研究所關注的運動強度和頻率，不是一個顯著的影響因素。未來的研究可以再進一步探究其他可能影響的調節作用，為自我表達滿足理論上做出進一步的貢獻和應用，同時也能提供企業在運動行銷策略的制定上更為精準的方向。

With the trend of leading healthy life, people have put more and more attention on their physical health. Sports which are able to improve physical health have become a trend as well in recent years. Sports are not only the ways of improving health, but also an expression of lifestyle. Everyone has self-expression need. While previous research assumed a constant nature of self-expression, recent marketing scholars have proposed a self-expression model, showing that self-expression can be saturated. Hence, this research is based on self-expression saturation model. This research discussed whether people with sports lifestyle would be influenced by sport/exercise frequency and/or intensity of previous week in their intention to purchase sports brands products next week. This research collected 348valid questionnaires from Facebook. It shows that people with higher sports lifestyle have high purchase intention in sports brands products. But the moderation effect of sports frequency and intensity were not significant. Self-expression on sport lifestyle was not found to be saturated by sports frequency and intensity. The main focus, sports frequency and intensity in this research was not a significant factor. For future research, people may explore other possible c conditional boundary of self-expression-sport consumption relationship, providing more insight into the development of sports marketing strategies to the enterprise.

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