本研究旨在建構並驗證「服務場景、解說服務品質與遊客行為意圖關係模式」,以瞭解觀光工廠遊客所感受的服務場景、解說服務品質與遊客行為意圖間之因果關係,並釐清整體服務品質、正面情感與知覺價值於其間關係的中介效果。研究對象以赴先麥芋頭文化觀光工廠之遊客進行問卷調查,共獲得有效問卷562份。經文獻回顧相關理論後以結構方程模式進行分析,研究結果顯示,本研究之「服務場景、解說服務品質與遊客行為意圖關係模式」,整體模式適配程度良好。由該模式得知,觀光工廠所提供的服務場景與解說服務品質皆可透過整體服務品質、正面情感與知覺價值的中介效果而間接影響遊客行為意圖。此外,由於知覺價值是影響遊客行為意圖的最主要因素;而整體服務品質是影響知覺價值的最主要因素;且服務場景又是影響整體服務品質的最主要因素,因此服務場景對於遊客行為意圖的影響力,具有相對重要的地位。
The purpose of this study was to examine the relationships among servicescape, interpretation service quality, and tourists' behavioral intentions as well as clarify the mediating effect of overall service quality, positive affect, and perceived value in their relationships. A total of 562 valid questionnaires were collected from a sample of tourism factory tourists in Central Taiwan. Structural equation modeling was used to estimate a model linking servicescape, interpretation service quality to tourists' behavioral intentions. The results show that both servicescape and interpretation service quality have indirect positive effect on tourists' behavioral intentions, and overall service quality, positive affect, and perceived value as the mediator in their relationships. Besides, perceived value is a main factor affecting tourists' behavioral intentions, overall service quality is a main factor affecting perceived value, and servicescape is a main factor affecting overall service quality.