受到新冠肺炎的影響，人們將運動場景由戶外改至家中。居家健身器材搭配線上多元訓練課程，可在線上與教練、朋友一同訓練的消費模式成為市場的大宗，因此本研究應用SOR模型來探討居家健身器材的使用意願，並以健身鏡為例，探索刺激、個體機制與反應間的關係。在個體機制的部分參考M-R模型的PAD三維模型量表作為心理狀態的參考指標，另在原本SOR模型中加入生理狀態來考慮此變數對產品態度及使用意願的影響。
藉網路便利抽樣的方式蒐集有效問卷596份，應用結構方程式分析結果顯示，SOR模型中的刺激：便利性、趣味性、自我形象一致性、社會影響力與自我意識，除便利性外，都顯著地對心理與生理狀態產生影響，最後也顯著地對產品態度與使用意願產生影響。此外，以身體意象作為生理狀態之參考指標，依中介分析結果顯示生理狀態會中介自我意識與產品態度的正向關係；再依調節分析結果提出生理狀態會調節自我意識與產品態度的關係。

People switch their exercise location from outdoor to indoor due to the impact of the New Coronavirus Disease (COVID-19) outbreak. Home fitness equipment with multi-training courses let people exercise with trainers and friends online has become a new consumption pattern that dominants the market. Therefore, this study applied the SOR model to explore the intention of using home fitness equipment, and to discuss the relationship between stimulus, organism and response by using the fitness mirror as an example. In the part of organism, the PAD model scale of M-R model was taken as a reference indicator of psychological state, and physiological state was added to the original SOR model to consider the influence of this variable on product attitude and usage intention.
In this study, collected 596 valid questionnaires through online convenience sampling. The results of the structural equation modeling analysis (SEM) showed that stimulus in the SOR model: convenience, enjoyment, self-image congruence, social influence, and self-awareness, except for convenience, significantly influenced the psychological and physiological states. Finally, response to brand attitude and usage intention. In addition, taking body image as a reference indicator of physiological state, the results of the mediation analysis showed that physiological state mediates the positive relationship between self-awareness and product attitude; and the results of the moderation analysis suggested that physiological state moderates the relationship between self-awareness and product attitude.

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