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| Title: | 以SOR理論探討數位健身App的消費者持續訂閱意願之影響因子
Exploring Consumers' Continuance Intention to Subscribe to a Digital Fitness App Using the S-O-R Theory |
| Authors: | 王亭方
Wang, Ting-Fang |
| Contributors: | 吳豐祥
Wu, Feng-Shang
王亭方
Wang, Ting-Fang |
| Keywords: | S-O-R理論
認知評價
情感評價
持續訂閱
S-O-R model
Cognitive evaluation
Affective evaluation
Continuous subscription |
| Date: | 2025 |
| Issue Date: | 2025-09-01 16:05:05 (UTC+8) |
| Abstract: | 自 COVID-19 疫情爆發以來，台灣民眾因防疫措施無法至健身房運動，帶動居家與線上健身的快速成長，進而促使整體健身產業加速數位轉型。在此趨勢下，專為女性設計的健身 App女力Nuli應運而生，成為台灣女性數位健身市場的重要代表。本研究以 SOR 理論為理論基礎，探討三項主要刺激來源—資訊品質、課程內容與品牌特色—如何透過認知評價與情感評價，影響使用者對商家的依附關係，進而推動其持續訂閱意願。期望本研究結果能為相關業者提供實務上的建議，本論文最後所得的只要結論如下：
結論一：資訊品質對使用者的認知評價與情感評價皆具有顯著正向影響。
結論二：課程內容僅對使用者的認知評價具有顯著影響，對情感評價則不具顯著性。
結論三：品牌特色對使用者的認知評價與情感評價皆有顯著正向影響。
結論四：使用者的認知評價對情感評價具有顯著正向影響。
結論五：認知評價對商家依附具有顯著影響，而情感評價對商家依附則不具顯著性。
結論六：商家依附對使用者的持續訂閱意願具有顯著正向影響。
本論文最後並提出學術上和實務上的意涵，以及給後續研究者的建議。
Since the outbreak of the COVID-19 pandemic, due to preventive measures, people in Taiwan have been unable to exercise in gyms, which has driven rapid growth in home-based and online fitness. This trend has accelerated the digital transformation of the overall fitness industry. In response, the fitness app "Nuli," designed specifically for women, has emerged as an important representative in Taiwan’s female digital fitness market. Based on the Stimulus-Organism-Response (SOR) theory, this study explores how three main stimuli—information quality, course content, and brand characteristics—affect users’ attachment to the service provider through two mediating variables: cognitive evaluation and affective evaluation, thereby promoting users’ continuous subscription intention. The findings are expected to provide practical suggestions for related industry practitioners. The conclusions derived from this thesis are as follows:
Conclusion 1: Information quality has a significant positive effect on both users’ cognitive evaluation and affective evaluation.
Conclusion 2: Course content significantly influences users’ cognitive evaluation but does not have a significant effect on affective evaluation.
Conclusion 3: Brand characteristics have a significant positive effect on both users’ cognitive evaluation and affective evaluation.
Conclusion 4: Users’ cognitive evaluation has a significant positive impact on affective evaluation.
Conclusion 5: Cognitive evaluation significantly affects users’ attachment to the service provider, while affective evaluation does not have a significant effect on attachment.
Conclusion 6: Users’ attachment to the service provider has a significant positive effect on their continuous subscription intention.
Finally, this study also addresses academic contributions and gives suggestions for industrial practices and follow-up research. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
107364118 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107364118 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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