服務便利性與商店情感依附對運動中心消費者的影響

The Effect of Service Convenience and Emotional Attachment on Sports Center Consumers

本研究透過依附與忠誠度相關長期消費考量，探討服務便利性對商店情感依附的影響與消費者的情感依附在服務便利性與忠誠度關係的中介影響。採用立意抽樣方法從臺北市四間運動中心施放320份問卷並取得有效問卷298份。結果證實服務便利性可以透過情感依附影響消費者忠誠度。運動中心產業可以透過服務便利性的提升來建立消費者情感依附，進而提升忠誠行為。

In the perspective of the long term consuming behaviors of attachment and loyalty, the aim of this study was to explore the effect of service convenience on emotional attachment and the mediating effect of emotional attachment on service convenience and consumer loyalty to sport centers. The study adopted a quantitative research design. Purposive sampling was employed. Questionnaires were collected from four sport centers located in the eastern, western, southern and northern areas of Taipei city. There were 298 valid questionnaires obtained from 320 distributed questionnaires (93.13%). Results reveal that emotional attachment to sport centers was mediated by service convenience and consumer loyalty to the sport center. The implications are that improving consumers’ cognition of service convenience and emotional attachment can enhance consumer loyalty and even a sport center’s substantial development. The results should be useful reference materials for those in the marketing sector responsible for setting managerial strategies.