本研究以會員參與動機、參與行爲、顧客滿意度及顧客忠誠度之影響關係爲主要研究目的，以台北金牌健康體適能俱樂部爲實證研究對象。根據實證所得結果如下：1．台北金牌健康體適能俱樂部以女性所佔比例稍高，年齡則集中在21-40歲，學歷以大學以上居多，職業以商業居多，會員選擇俱樂部之主要考量因素爲「交通便利」，每週活動次數多在「3次以上」，每次活動時間以「1~2小時」居多，使用時段集中在晚上六點後。2．運動參與動機經由因素分析萃取出健康需求、成就需求、社會需求及知性需求等四項構面。顧客滿意度經由因素分析萃取出便利性、服務態度、設備課程、形象氣氛、價格和促銷等五項構面。3．會員主要參與動機是想藉由運動獲得健康，對交通便利性相當滿意。4．會員對金牌健康體適能俱樂部有相當高的忠誠度。5．經由線性結構方程式分析，顯示會員參與動機對滿意度具有顯著的正向正向影響關係；會員參與行爲對忠誠度具有顯著的正向影響關係；滿意度對忠誠度具有顯著的正向影響關係。

The purposes of this study were to investigate the relationships among the members' motivation, participating, satisfaction and loyalty. The empirical study was undertaken on the Taipei Gold's Gym Health & Fitness Club. The results were obtained by this study as follows: Firstly, the male members was slight higher than female members. The majority of members were between 21 and 40 years old. Most of them owned the degree of college and were businessmen. The major consideration factor was traffic conveniences. The member participation was more then 3 times per week. The staying time was 1-2 hours. Most members attended the club after 6 p.m. Secondly, according to the factor analysis, we found that the main four dimensions of participating motivations were "the need of health", "the requirement of achievement", "the need of society" and "the requirement of knowledge". Meanwhile, the main influential factors of customer's satisfaction were "convenience", "service attitude", "facilities and courses", "image", "price", and "promotion". Thirdly, the most important element in participating motivations was "the need of health". And so as to the "convenience" in customers' satisfaction. Fourthly, The members' loyalty were high to Taipei Gold's Gym Health & Fitness Club. Lastly, the structural equation model was resolved by LISREL 8.52 software. The customer's satisfaction was affected positively by the members' participating motivation. The loyalty was affected positively by the members' participation and customer's satisfaction.