探討民宿知覺品質、網路口碑與知覺價值對消費者購買意願之影響─以台灣Y世代消費者為例

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題名:	探討民宿知覺品質、網路口碑與知覺價值對消費者購買意願之影響─以台灣Y世代消費者為例 A Study of Relationships Among Perceived Quality, Bed and Breakfast, e-WOM, Perceived Value and Purchase Intention: A Case Study of Taiwan's Y-Generation Consumers
作者:	林士鈞 Lin, Shich-Chung
貢獻者:	觀光事業學系
關鍵詞:	知覺品質網路口碑知覺價值購買意願
日期:	2014
上傳時間:	2014-02-20 13:34:17 (UTC+8)
摘要:	「觀光產業」為台灣這幾年發展相當快速的一項產業。隨著國人休閒觀念提昇、休閒時間增加所帶來的觀光旅遊風潮，使得觀光景點既有的旅館客房數不足以供應逐漸增加的住宿需求，民宿遂成為新型的住宿型態。由於 Y世代消費者(1977年至1995年的出生者)使用網路之比例乃相當之高，Y世代消費者對民宿業業者網路口碑之重要性值得加以重視。因此，如何提供良好的住宿品質、建立良好口碑、提升知覺品質及知覺價值以留住顧客，是民宿業者在競爭激烈的市場中生存與發展的重要法則。研究方法以量化研究為主，主要於社群網路作問卷發放，共計472份有效問卷。蒐集資料經由統計軟體SPSS19.0版本進行分析，研究顯示Y世代消費者對民宿產業之知覺品質、網路口碑、知覺價值與購買意願之認知現況上，以知覺品質表現最佳，網路口碑與購買意願次之，知覺價值最差。知覺品質、網路口碑、知覺價值與購買意願四者間均呈中度正相關。Y世代消費者知覺品質、網路口碑對知覺價值具有正向顯著影響；Y世代消費者知覺品質、知覺價值、網路口碑對購買意願具有正向顯著影響。知覺價值對於知覺品質與購買意願具有中介效果。知覺價值對於網路口碑與購買意願亦具有中介效果。 "Tourism industry" in Taiwan these years the development of a fairly rapid industrializa-tion. With the concept of enhancing people leisure, leisure time increases brought about by tourism trend, making tourism the number of hotel rooms is not enough existing sup-ply increasing demand for accommodation, B & B became the new accommodation types. Since the proportion of Generation Y consumers (1977 to 1995 year born) using network are quite high, Y generation Bs industry participants the importance of con-sumer word of mouth on the Internet deserves attention. Therefore, how to provide good quality accommodation, built up good reputation, improve the perceived quality and perceived value to retain customers, B & B industry is important to the survival and development of the law in a competitive market. Quantitative research methods, mainly in the social network for distributing ques-tionnaires, a total of 472 valid questionnaires. Collected data were analyzed by statisti-cal software SPSS19.0 version, research shows Generation Y consumers' perception of the quality of the B & B industry, internet reputation, perceived value and purchase in-tention Cognitive Status, the best performance in perceived quality, reputation and net-work purchase intention, followed by perceived value is the worst. Perceived quality among Internet reputation, perceived value and purchase intention the four showed moderate positive correlation. Generation Y consumers perceived quality, the network has a significant positive impact on the reputation of perceived value; Y generation con-sumer perceived quality, perceived value, the network has a significant positive impact on the reputation of willingness to buy. Perceived quality and perceived value for the willingness to buy a mediator. Reputation and perceived value for the network also has a mediating effect on purchase intention.
顯示於類別:	[觀光事業學系暨研究所 ] 博碩士論文

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