Many people in cities suffer from the increasing pressure of work or daily life; In order to maintain better health and improve the quality of life, more and more people are trying to join a gym membership for daily exercise. As a result, the gym business has not only become more prosperous, attracting more sports enthusiasts, but also showing a more competitive trend. In other words, how to maintain the continuous advantage of fitness practitioners and attract more consumers has become a crucial issue. Therefore, this study aims to investigate the repurchase intention of gym members, and at the same time, through an in-depth literature review, experiential marketing, perceived value, and customer satisfaction as key determinants. In this study, a five-point Likert scale questionnaire was used; A total of 250 valid samples were collected. Research methods include descriptive analysis, regression analysis, and structural equation modeling (SEM). The results show that experiential marketing and perceived value have a positive impact on customer satisfaction and repurchase intention, and customer satisfaction also has a significant positive impact on repurchase intention. In addition, the study identified specific factors that influence repurchase intentions. The results of the study can help practitioners understand customer preferences and further develop effective marketing strategies.
