- 學位論文
商務飯店服務人員制服型態對消費者整體喜好度與整體態度影響之研究－以消費者之旅行動機為干擾變數
The Effect of Commercial Hotel Service Staff Uniform Type on Consumers Overall Attitude and Overall Liking：The Moderating Effect of The Consumer 's Travel Motivation
摘要
如何提升商務飯店消費者之知覺，以提升其競爭力，一直是過去學術研究者及實務業者所關心的議題。本研究以商務飯店的消費者為研究對象，主要之目的在探討商務飯店服務人員制服型態、整體喜好度與整體態度之關係，以及商務飯店消費者旅遊動機之干擾效果。 本研究採用實驗法，透過虛擬情境的方式，模擬商務飯店服務人員穿著不一樣制服的狀況，對消費者整體喜好度與整體態度之影響，研究結果顯示： 一、商務飯店服務人員之制服型態對消費者商務飯店之整體喜好度具有顯著的影響。 二、商務飯店服務人員之制服型態對消費者商務飯店之整體態度具有顯著的影響。 三、消費者旅行的動機會干擾商務飯店服務人員穿著制服型態對消費者商務飯店整體喜好度之影響。 四、消費者旅行的動機會干擾商務飯店服務人員穿著制服型態對消費者商務飯店整體態度之影響。
並列摘要
How to improve the consumer perception of commercial hotel for increasing competitive ability was always a critical issue for academic researchers and practitioners. The study selected commercial hotel consumers as the research objects. The purposes of the research were to explore the relationships among uniform type, overall attitude, overall liking and the moderating effect of travel motivation.. In this research, it was going by an experimental method. Through the way of virtual reality, to imitate the influence on clients’ overall attitude and overall liking when commercial hotel service staff were with various uniforms. The researching result appeared: 1.The uniform type of the commercial hotel service staff had a significant impact on the overall liking of the consumer. 2.The uniform type of the commercial hotel service staff had a significant impact on the overall attitude of the consumer. 3.The consumer’s travel motivation had a significant moderating effect on the relationship between the uniform type of the commercial hotel service staff and the overall liking of the consumer. 4.The consumer’s travel motivation had a significant moderating effect on the relationship between the uniform type of the commercial hotel service staff and the overall attitude of the consumer.