首先，本研究首度將「穿衣認知」概念融入運動行銷領域，探討個人對衣著的感知如何影響其對健身房的滿意度。此外，本研究還調查了自我效能和對運動表現滿意度的中介作用，以及思維方式的調節作用。研究人員採用問卷進行量化研究設計。研究發現，當個人認為自己的衣服是運動服而非較休閒之服裝時，他們對自己運動表現的滿意度會更高。其次，將著裝視為運動服而非休閒服裝會提高自我效能，進而提高對運動表現的滿意度。此外，本研究還確認了穿衣認知與健身房滿意度之間的連續中介作用，由自我效能和表現滿意度作為中介變數，結果顯示對運動服的衣著認知的正面影響將延伸至對健身房滿意度。最後，研究結果也表明，整體型思維方式會正向加強穿衣認知與健身房滿意度之間直接及間接關係。
整體而言，將「穿衣認知」理論應用在運動行銷領域以及與「穿衣認知」理論相關的新型機制，為各領域提供寶貴見解和管理上的可實踐性，而研究局限性及未來研究方向也一併在文末提及。

This study integrates the concept of enclothed cognition into the field of sports marketing, examining how individuals’ perceptions of their clothing impact their satisfaction with the gym. Additionally, this study investigates the mediating effect of self-efficacy and satisfaction with workout performance, and the moderating effect of thinking styles. For this study, researchers conducted a quantitative research design by using questionnaires. Our findings reveal that individuals would report higher satisfaction with their performance when they perceived their clothing as sportswear relative to general clothing. Secondly, perceiving clothing as sportswear enhances self-efficacy, which in turn increases satisfaction with workout performance. Moreover, this study also identifies a serial mediating effect between clothing perception and gym satisfaction, mediated by self-efficacy and performance satisfaction, showing that the positive impact of sportswear perception extends to gym satisfaction. Lastly, our findings show the positive direct and indirect relationships between the perception of clothing and gym satisfaction are strengthened by holistic thinking styles. In summary, this study provides valuable contributions to the theory of enclothed cognition within sports marketing and the mechanism and boundary condition. Practical implications are also provided.

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