| Abstract: | 擁擠是一消費者在接受服務時可能會對消費者產生影響的重要因素，有些人認為消費者的擁擠知覺對消費者消費行為有正面影響也有人認為有負面影響，因此可見擁擠知覺會影響消費者購買行為。而擁擠知覺對消費行為的影響，學者認為係受調適機制影響所致。本研究以擁擠知覺自變數，消費者負面行為為依變數，調適機制為中介變數，驗證各變數間關係。
本研究採用紙本問卷及電子問卷同時進行發放調查。共回收296份有效問卷。以Pearson相關分析及簡單迴歸分析來探討兩兩變數間之關係，並以階層迴歸分析來探究三個變數間所存在的中介效果。
經由研究結果顯示，擁擠知覺對消費者負面行為有顯著正向影響，擁擠知覺對調適機制無顯著正向影響，調適機制對消費者負面行為有顯著負向影響，調適機制在擁擠知覺對消費者負面行為影響關係中無顯著中介效果。
Crowded is a material effect factor when the consumer enjoys the service. Some state that consumer’s sense of crowdedness has a positive influence on their purchase behaviors, yet others propose that it has a negative impact, suggesting that a sense of crowdedness influences consumer’s act of purchasing. Researchers report that the in-fluence of this sense of crowdedness on consumers’ purchase is related to their coping mechanisms. The current study first adopts crowding perception as the independent variable, customer negative behavior and the coping mechanism as the intervening var-iable to examine the relationship between these variables.
This study used paper and electronic questionnaire at the same time issuing a ques-tionnaire survey. Total 296 valid questionnaires recovered. Pearson correlation analysis and a simple regression analysis on February 2 to discuss the relationship between var-iables, and class regression analysis to find the three variables that exist between the in-tervening effects.
By the finding show that crowding perception has an obvious and positive influ-ence on customer negative behavior. Crowding perception has not an obvious and posi-tive influence on coping mechanism. Coping mechanism has an obvious and negative influence on customer negative behavior. In the relationship of the sense of crowdedness with the customer negative behavior, coping mechanism were not found to exert significant intervening. The finding and discussion, the meaning of theory and practice, research restrictions, recommendations for future research of the present study been discussed in the article also. |
