本研究透過對運動健身俱樂部消費者的體驗感受，探討消費者體驗與消費者忠誠度的關係。研究採用結構方程模式，呈現出運動健身俱樂部消費者的體驗對其忠誠度的影響情形與強弱程度。研究對象爲運動健身俱樂部的消費者，共發出400份問卷，回收有效問卷301份。研究發展出運動健身俱樂部體驗與忠誠度兩部份問卷，作爲研究工具，量表的建構效度及內部一致性均良好，以次數分配、因素分析及結構方程模式等統計方法進行分析。研究結果顯示：（一）運動健身俱樂部消費者的體驗感受對於忠誠度有正向的顯著影響。（二）運動健身俱樂部參與者體驗感受中，行動及情感模組的影響最大。（三）消費者的忠誠度中，再購的影響最大。本研究結果可提供運動健身俱樂部作爲進行體驗行銷活動的參考，結合顧客特性與體驗行銷活動將使企業經營更有效益。

The purpose of this study was to investigate the relationship between the consumer experience and the loyalty in sport and health club. The structural equation model was adopted to analyze how consumer' experience influenced their loyalty. Four hundred consumers were selected as research subjects, retrieved 301 shares. Developed two questionnaires, including experience and loyalty for the sport and health club. Several statistical techniques were adopted to analyze these data including descriptive statistics, factor analysis and structural equation model. Several conclusions were made. First, the consumer experience had an obvious influence on the loyalty; Second, the act and feel was the most significant factor in influencing the experience; Third, the repurchase was the most significant factor in influencing the loyalty. The results could be use as reference for sport and health club in experiential marketing activities. Combining customer's characteristic and experiential marketing activities that will become more profitable.