台灣健身房的風氣漸盛，各家健身房也抓緊機會盡全力搶客希望在市場上得以佔有一席之地。然而，有些健身房並無法完全掌握影響消費者選擇健身房的因素，更無法滿足其需求，因此針對健身房發展一套構面來衡量消費者選擇因素實屬重要。而過去的研究多針對健身房品質本身及知覺價值、消費者滿意度、忠誠度等因素，並未同時考慮到知覺價值與消費者滿意度在服務場景與使用意圖間扮演的角色與其中介效果。因此，本研究結合健身房研究概念與服務場景模型，並加入知覺價值與消費者滿意度作為中介變項，探討各因素如何對健身房消費者的使用意圖產生影響。
本文使用網路問卷對有使用健身房經驗之消費者進行調查，最終收回491份有效問卷，並使用SPSS Statistics 27 作為資料分析工具。經過本研究分析後，結果顯示交通便利性對知覺價值、消費者滿意度及使用意圖皆有正向顯著影響。同樣地，設施品質對知覺價值、消費者滿意度及使用意圖皆有正向顯著影響。此外，知覺價值對消費者滿意度有正向顯著影響。而知覺價值對使用意圖有正向顯著影響，且消費者滿意度對使用意圖也有正向顯著影響。中介效果方面，健身房服務場景會透過知覺價值，對使用意圖有顯著影響。同樣地，健身房服務場景會透過消費者滿意度，對使用意圖有顯著影響。此外，健身房服務場景會透過知覺價值，對消費者滿意度有顯著影響。最後，知覺價值會透過消費者滿意度，對使用意圖有顯著影響。總結來說，健身房服務場景是影響消費者決策的重要因素，也能夠透過影響使用者的知覺價值與消費者滿意度進一步提升其使用意圖。

This study integrates gym research concepts with the servicescape model, use perceived value and consumer satisfaction as mediating variables to investigate how these factors influence consumers' intention to use gyms.An online survey was conducted on consumers with gym experience, yielding 491 valid responses, and SPSS Statistics 27 was used for data analysis.The results of this study revealed that: (1) convenience of transportation has a positive significant impact on perceived value, consumer satisfaction, and intention to use; (2) facility quality has a positive significant impact on perceived value, consumer satisfaction, and intention to use; (3) perceived value has a positive significant impact on consumer satisfaction; (4) perceived value has a positive significant impact on intention to use; (5) consumer satisfaction has a positive significant impact on intention to use; (6) gym service environment significantly influences intention to use through perceived value; (7) gym service environment significantly influences intention to use through consumer satisfaction; (8) gym service environment significantly influences consumer satisfaction through perceived value; (9) perceived value significantly influences intention to use through consumer satisfaction.

王泳鑫. (2002) 高雄市健身工廠健身俱樂部服務品質與顧客滿意度之研究 國立屏東教育大學. 屏東市.
周文玲、梁立衡、張秀惠. (2015). 健身俱樂部品牌形象對顧客知覺價值影響之研究－兼論關係承諾之干擾效果 《全球管理與經濟》 11卷2期 (2015/12) P. 55-70.
易青雲、王仁宏. (2013). 服務品質、滿意度與忠誠度之探討－以新竹地區女性健身俱樂部為例 《明新學報》 39卷2期 (2013/08) P. 89-105.
林秉毅. (2005). 台北市市民運動中心服務品質、顧客滿意度與忠誠度之相關研究 國立屏東師範學院. 屏東市.
姜慧嵐. (2002) 談台灣健康俱樂部產業概況 《國民體育季刊》 三十一卷，第四期，頁 P.33-37
康正男、胡林煥、周宇輝. (2009) 顧客知覺服務品質、滿意度與忠誠度；臺灣大學運動休閒館之研究 《臺灣體育運動管理學報》 P.101-116
郭仁宗、李豪. (2011) 台灣運動健身俱樂部之整合性研究 《第三屆運動科學暨休閒遊憩館利學術研討會文集》 P.165-185
陳麒文. (2002) 健康休閒俱樂部顧客流失分析模式之研究 輔仁大學. 新北勢
曾常緁. (2019). 關係品質、服務價值、移轉障礙、對健身房顧客再購意向之研究 國立中興大學. 臺中市.
黃瑀晧. (2022). 服務品質、知覺價值與顧客滿意度之研究－以健身產業為例 嶺東科技大學. 臺中市.
黃鴻斌. (2003) 健康體適能俱樂部會員參與動機、顧客滿意度及忠誠度關聯性之研究—以金牌健康體適能俱樂部為例 南華大學. 嘉義市.
劉紀宏.(2020). 台中市健身中心顧客自戀特質、知覺價值與再購意願之研究 嶺東科技大學. 臺中市.
潘芷盈. (2023). 品牌形象與品牌信任對購買意願之影響—以健身房產業為例 南臺科技大學. 臺南市.
Abdul Jalil, N. A., Fikry, A., & Zainuddin, A. (2016). The impact of store atmospherics, perceived value, and customer satisfaction on behavioural intention. Journal Name, Volume(Issue), Page range.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Akdere, M., Top, M., & Tekingündüz, S. (2018). Examining patient perceptions of service quality in Turkish hospitals: The SERVPERF model. Total Quality Management & Business Excellence, 29(5-6), 612-627.
Alexandris, K., Zahariadis, P., Tsorbatzoudis, C., & Grouios, G. (2004). An empirical investigation of the relationships among service quality, customer satisfaction, and psychological commitment in a health club context. European Sport Management Quarterly, 4(1), 36-52.
Arifin, S. S., Mohammad, I. S., & Jalil, R. A. (2022). Measuring the impact of elements in servicescape on business performance: A literature review. International Journal of Accounting, Finance, and Business, 7(3), 200-215.
Arifin, S. S., Mohammad, I. S., & Jalil, R. A. (2022). Measuring the impact of elements in servicescape on business performance: A literature review. International Journal of Accounting, Finance and Business (IJAFB), 7(39), 64-77.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Baena-Arroyo, M.J., Gálvez-Ruiz, P., Sánchez-Oliver, A.J., & Bernal-García, A. (2016). The relationship among service experience, perceived value and behavioural intentions of customers in a group fitness class.
Bagozzi, R. P., Davis, F. D., & Warshaw, P. R. (1992). Development and test of a theory of technological learning and usage. Human Relations, 45(7), 659-686.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
Booms, B. H., & Bitner, B. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of services (pp. 47-51). American Marketing Association.
Bushara, M.A., Abdou, A.H., Hassan, T.H., Sobaih, A.E.E., Albohnayh, A.S.M., Alshammari, W.G., Aldoreeb, M., Elsaed, A.A., & Elsaied, M.A. (2023). Power of social media marketing: How perceived value mediates the impact on restaurant followers’ purchase intention, willingness to pay a premium price, and e-WoM. Sustainability, 15(6), 5331.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Chelladurai, P., Scott, F. L., & Haywood-Farmer, J. (1987). Dimensions of fitness services: Development of a model. Journal of Sport Management, 1(2), 159-172.
Chen, C. X., Martin, M., & Merchant, K. A. (2014). The effect of measurement timing on the information content of customer satisfaction measures. Management Accounting Research, 25, 187-205.
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323-347.
Chiguvi, D., & Guruwo, P. T. (2017). Impact of customer satisfaction on customer loyalty in the banking sector. International Journal of Scientific Engineering and Research (IJSER), 5(2), 55–63.
Choi, C., Greenwell, T. C., & Lee, K. (2018). Effects of service quality, perceived value, and consumer satisfaction on behavioral intentions in virtual golf.
Choi, W. S., & Lee, S. B. (2012). The effect of servicescape of an eco-friendly restaurant on customer perceived value, attitude and behavior intention. Culinary Science and Hospitality Research, 18(5), 45-62.
Chuchu, T., Chiliya, N., & Chinomona, R. (2018). The impact of servicescape and traveller perceived value on affective destination image: An airport retail services case.
Cronin, J. J., Jr., Brady, M. K., Brand, R. R., Hightower, R., Jr., & Shemwell, D. J. (1997). A cross-sectional test of the effect and conceptualization of service value. Journal of Services Marketing, 11(6), 375-391.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307–319.
El Moussaoui, A. E., Benbba, B., & El Andaloussi, Z. (2022). Impact of logistics performance on the store image, consumer satisfaction and loyalty: A quantitative case study.
El Saghier, N., & Nathan, D. (2013). Service quality dimensions and customers’ satisfactions of banks in Egypt. In Proceedings of 20th International Business Research Conference.
Fernandes, T., & Neves, S. (2014). The role of servicescape as a driver of customer value in experience-centric service organizations: The Dragon Football Stadium case. Journal of Strategic Marketing, 22(6), 548–560.
Ferrand, A., Robinson, L., & Valette-Florence, P. (2010). The intention-to-repurchase paradox: A case of the health and fitness industry. Journal of Sport Management, 24(1), 83–105.
Ferrand, A., Robinson, L., & Valette-Florence, P. (2010). The intention-to-repurchase paradox: A case of the health and fitness industry. Journal of Sport Management, 24(1), 83–105.
Fetra, R., Pradiani, T., & Faturrahman. (2023). The influence of price, facilities, and service quality on re-staying interest. ADI Journal on Recent Innovation, 4(2), 184-193.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Gardial, S. F., Clemons, D. S., Woodruff, R. B., Schumann, D. W., & Burns, M. J. (1994). Comparing consumers' recall of prepurchase and postpurchase product evaluation experiences. Journal of Consumer Research, 20(4), 548-560.
Gardial, S. F., Clemons, S. D., & Woodruff, R. B. (1994). Comparing consumers' recall of prepurchase and postpurchase product evaluation experiences. Journal of Consumer Research, 20(4), 548-560.
Ghobadian, A., Speller, S., & Jones, M. (1994). Service quality concepts and models. International Journal of Quality & Reliability Management, 11(9), 43-66.
Gibbons, J. H. (2022). Should it stay or should it go: The clash of canons over termination of the automatic stay for repeat filers. Vanderbilt Law Review, 75(2), 615-643.
Gronroos, C. (1982). An applied service marketing theory. European Journal of Marketing, 16(7), 30-41.
Gunawan, I., Redi, A. A. N. P., & Santosa, A. A. (2022). Determinants of customer intentions to use electric vehicles in Indonesia: An integrated model analysis.
Gunden, N., Morosan, C., & DeFranco, A. (2020). Consumers’ intentions to use online food delivery systems in the USA. International Journal of Contemporary Hospitality Management, 32(3), 1321-1342.
Hanafi, R., Widyawati, R., & Widowati, A. S. (2021). Effect of service quality and online servicescape toward customer satisfaction and loyalty mediated by perceived value. International Journal of Research in Business and Social Science, 10(4), 63-72.
Handarkho, Y. D., & Harjoseputro, Y. (2019). Intention to adopt mobile payment in physical stores: Individual switching behavior perspective based on Push–Pull–Mooring (PPM) theory. Journal of Enterprise Information Management, 33(2), 285–308.
Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: the experiences of individual employees. Managing Service Quality: An International Journal, 14(1), 40-57.
Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: the experiences of individual employees. Managing Service Quality: An International Journal, 14(1), 40–57.
Harris, L., & Goode, M. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230-243.
Islam, R., Ahmed, S., Rahman, M., & Al Asheq, A. (2020). Determinants of service quality and its effect on customer satisfaction and loyalty: An empirical study of the private banking sector. The TQM Journal.
Kandampully, J., Bilgihan, A., & Amer, S. M. (2023). Linking servicescape and experiencescape: creating a collective focus for the service industry. Journal of Service Management, 34(2), 316-340.
Kim, K. T., Bae, J., Kim, J. C., & Lee, S. (2016). The servicescape in the fitness center: Measuring fitness center’s services. International Journal of Sport Management, Recreation & Tourism, 21(a), 1-20.
Kim, M. (2021). Conceptualization of e-servicescapes in the fitness applications and wearable devices context: Multi-dimensions, consumer satisfaction, and behavioral intention. Journal of Retailing and Consumer Services, 61, 102562.
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. The Journal of Brand Management, 9(4-5), 249-261.
Kuo, Y.-F., Wu, C.-M., & Deng, W.-J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887-896.
Lee, S. Y., & Kim, J. H. (2013). Effects of servicescape on perceived service quality, satisfaction, and behavioral outcomes in public service facilities.
Lehtinen, U., & Lehtinen, J. R. (1991). Two approaches to service quality dimensions. Service Industries Journal, 11(3), 287-303.
Lie, D., Sudirman, A., Efendi, & Butarbutar, M. (2019). Analysis of mediation effect of consumer satisfaction on the effect of service quality, price, and consumer trust on consumer loyalty.
Line, N. D., & Hanks, L. (2019). The social servicescape: understanding the effects in the full-service hotel industry. International Journal of Contemporary Hospitality Management.
Min, D. (2022). Servicescape, perceived value, flow, and behavioral intention among participants of the international outdoor camping exhibition. Korean Journal of Sport Science, 33(1), 125-139.
Monroe, K. (2003). Pricing: Making Profitable Decisions (3rd ed.). New York, NY: McGraw-Hill.
Murray, D., & Howat, G. (2002). The relationships among service quality, value, satisfaction, and future intentions of customers at an Australian sports and leisure centre. Sport Management Review, 5(1), 25-43.
Ndjambou, R. (2018). Performance logistique, image du magasin, satisfaction et fidélisation des consommateurs dans la grande distribution au Gabon. Projectics/Proyectica/Projectique, 19(1), 93-114.
Neves, S., & Fernandes, T. (2013). The effect of servicescape on customer perceived quality, satisfaction, and desire to return to a sports service: The Estádio do Dragão (Dragon Stadium) case.
Oliver, R.L. (1993). A conceptual model of service quality and service satisfaction: compatible goals, different concepts. In T.A. Swartz, D.E. Bowen, & S.W. Brown (Eds.), Advances in Services Marketing and Management (Vol. 2, pp. 65-85). Greenwich, CT: JAI Press.
Ong, A. K. S., Prasetyo, Y. T., Bagon, G. M., Dadulo, C. H. S., Hortillosa, N. O., Mercado, M. A., Chuenyindee, T., Nadlifatin, R., & Persada, S. F. (2022). Investigating factors affecting behavioral intention among gym-goers to visit fitness centers during the COVID-19 pandemic: Integrating Physical Activity Maintenance Theory and Social Cognitive Theory. Sustainability, 14(19), 12020.
Ong, A.K.S., Prasetyo, Y.T., Bagon, G.M., Dadulo, C.H.S., Hortillosa, N.O., Mercado, M.A., Chuenyindee, T., Nadlifatin, R., & Persada, S.F. (2022). Investigating factors affecting behavioral intention among gym-goers to visit fitness centers during the COVID-19 pandemic: Integrating physical activity maintenance theory and social cognitive theory. Sustainability, 14(19), 12020.
Ong, D. L. T., & Yap, W. X. (2017). The impact of fitness center servicescape on individual behavior: The mediating role of emotional response. Journal of Global Sport Management, 2(2), 128-142.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Roses, L. K., Hoppen, N., & Henrique, J. L. (2009). Management of perceptions of information technology service quality. Journal of Business Research, 62(9), 876-882.
Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2007). The concept of perceived value: A systematic review of the research. Marketing Theory, 7(4), 427-451.
Sharma, V. M., & Klein, A. (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 52, 101946.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Talebzadeh, L., Janani, H., Sheikhalizadeh, M., & Najafzadeh, M. R. (2022). The impact of perceived value on sports customer loyalty with emphasis on the mediating role of customer satisfaction in the COVID-19 pandemic period. Journal of Business Research, 123, 56-67.
van der Haar, J. W., Kemp, R. G. M., & Omta, O. (2001). Creating value that cannot be copied. Industrial Marketing Management, 30(8), 627-636.
Wang, C., & Ooi, B. K. (2023). Exploring Territorial Elements in Servicescape: A Comprehensive Literature Review. Journal of World Economy, 2(4), 55–70.
Wang, F.J., & Chiu, W. (2023). Service encounter and repurchase intention in fitness centers: Perceived value as a mediator and service innovativeness as a moderator. International Journal of Sports Marketing & Sponsorship, 24(1), 145-167.
Wang, X., Lou, X., & Zhu, M. (2023). An Analysis of Influencer Marketing in the Digital Age: Strategies and Impacts. Open Journal of Business and Management, 11(5), 1504-1518.
Zaid, A. A., Arqawi, S. M., Abu Mwais, R. M., Al Shobaki, M. J., & Abu-Naser, S. S. (2020). The impact of total quality management and perceived service quality on patient satisfaction and behavior intention in Palestinian healthcare organizations. Journal Name, Volume(Issue), Page range. ISSN: 04532198.
Zeqiri, J., Ramadani, V., & Aloulou, W. J. (2023). The effect of perceived convenience and perceived value on intention to repurchase in online shopping: The mediating effect of e-WOM and trust. Economic Research-Ekonomska Istraživanja, 36(3), 2153721.
Zopiatis, A., Theocharous, A. L., Constanti, P., & Tjiapouras, L. (2017). Quality, Satisfaction and Customers’ Future Intention: The Case of Hotels’ Fitness Centers in Cyprus. Journal of Quality Assurance in Hospitality & Tourism, 18(1), 1-24.