旅館屬性、功利價值、享樂價值、態度與購買意願關係之研究－以台灣國際觀光旅館為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23951

Title:	旅館屬性、功利價值、享樂價值、態度與購買意願關係之研究－以台灣國際觀光旅館為例
Authors:	游佳芸
Contributors:	觀光事業學系
Keywords:	旅館屬性 Hotel Attributes 功利價值 Utilitarian Value 享樂價值 Hedonic Value 態度 Attitude 購買意願 Purchase Intention
Date:	2012
Issue Date:	2012-12-13 09:40:30 (UTC+8)
Abstract:	本研究將針對消費者對台灣國際觀光旅館的旅館屬性、功利價值及享樂價值、態度與購買意願間的因果關係進行研究，並以曾到台灣國際觀光旅館消費過之國人為研究對象。研究統計方法包含敘述性統計分析、信度分析、相關分析、驗證性因素分析及結構方程模式。本問卷於台北車站進行發放，共計回收435份問卷，有效樣本為419份，有效回收率96.32%。研究結果表示，消費者對台灣國際觀光旅館的旅館屬性正向影響功利、享樂價值；而旅館屬性對享樂價值之影響力較高。功利、享樂價值皆正向影響態度；而享樂價值對態度之影響力高於功利價值。最後，態度正向影響購買意願。另外，台灣國際觀光旅館的功利價值可直接或間接經由態度之中介效果，進而影響消費者的購買意願。享樂價值可間接經由態度之中介效果，影響消費者的購買意願。整體而言，台灣旅館業應該更加重視提升消費者對旅館屬性及整體功利、享樂價值的認知，並思考如何提升消費者對旅館的態度進而增加購買意願。 This research examined the causal relationship among hotel attributes, utilitarian value, hedonic value, attitude and purchase intention, and targeted consumers of Tai-wan’s hotels as research subjects. Data analysis including: descriptive statistics, reliabil-ity analysis, correlation analysis, confirmatory factor analysis and structural equation modeling. Survey questionnaires were distributed in Taipei train station. The number of returned questionnaires were 435, the effective samples were 419; the usable rate were 96.32%. The results showed that consumer’s hotel attributes positively affected utilitarian value and hedonic value, and the influence of hotel attributes on hedonic value is higher. Utilitarian value and hedonic value positively affected attitude, the influence of hedonic value on attitude is higher than utilitarian value. Attitude positively affected purchase intention. In addition, utilitarian value directly or indirectly contributed to purchase in-tention through the mediator of attitude. Hedonic value indirectly contributed to pur-chase intention through the mediator of attitude. Overall, Taiwan’s hotels should pay more attention on hotel attributes, utilitarian value and hedonic value, and think about how to increase consumer’s attitude to enhance consumer’s purchase intention.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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