在運動觀光概念下探討觀光網站對深度休閒者人格特質與網站忠誠度之影響

To Explore the Influences of Tourism Website on Serious Leisure Quality and Website Loyalty Based on Sports Tourism Concept

周鈺和(Yu-Ho Chou)

《戶外遊憩研究》 24卷4期 (2011/12) Pp. 89-116

https://doi.org/10.6130/JORS.2011.24(4)4

摘要

由相關的文獻探討，本研究發現過去的實證研究較少議題著墨於探索觀光網站與深度休閒之間的因果影響。此外，隨著經濟的繁榮再加上週休二日的實施，使得國人休閒時間越來越多，促使以運動觀光為旅遊目的之愛好者有逐年增加的趨勢。上述諸原因觸發本研究探討的動機，本研究在運動觀光的概念下以觀光網站與深度休閒為研究主軸，建構以觀光網站的顧客價值與服務品質為前因變項，深度休閒者人格特質為中介變項，並以網站忠誠度為結果變項之因果整合模式，利用結構方程模型來探討這些變項之間的交互影響關係。研究對象為在新北市北海岸地區深度喜愛騎自行車者，進行問卷調查共獲得有效問卷468份。經由參數估計加以分析，結果顯示網站顧客價值與服務品質皆對網站忠誠度有正向顯著影響，路徑係數值分別為0.37與0.32；網站顧客價值與服務品質對深度休閒者人格特質有正向顯著影響，路徑係數值分別為0.57與0.42；深度休閒者人格特質對網站忠誠度亦有正向顯著影響，路徑係數值為0.63。本研究進一步分析發現，雖然網站顧客價值與網站服務品質對網站忠誠度會有顯著的直接影響，但是這兩個構面若能經由影響深度休閒者人格特質，則對網站忠誠度的整體影響度會有很明顯的提升效果，尤其以網站顧客價值所獲得的增進效益最高。由此可知，深度休閒者的人格特質在本研究之因果整合模式中，確具中介變項的效果。

關鍵字

運動觀光 ； 網站顧客價值 ； 網站服務品質 ； 深度休閒者人格特質 ； 網站忠誠度

並列摘要

In a review of literatures, only a few past studies were to explore the cause-effect influences between tourism-website and serious-leisure. Furthermore, leisure time for people is getting more and more due to economical prosperous and the policy of Two-days-off in a week. Thus, there is a tendency toward taking the sports tourism as the traveling goal for traveling activists. The above reasons urged the motive of this study to examine the relationship between tourism-website and serious-leisure base on the sports tourism concept. The two variables customer-value and service-quality of tourism-website were taken as antecedents, the variable serious-leisure-quality was taken as mediated variable, and the variable website-loyalty was taken as effect variable in the cause-effect model of this study, and their relationships were subjected to testing by the structural equation modeling (SEM). In this study, the participants were bicyclists with serious-leisure-quality and were recruited from the north coast of New Taipei City. A total of 468 valid questionnaires were collected for analysis. The findings of this study indicated that website-customer-value and website-service-quality had positive effects on website-loyalty and the path coefficient were 0.37 and 0.32; customer-value and service-quality of website had positive effects on serious-leisure-quality and the path coefficient were 0.57 and 0.42; and serious-leisure-quality had positive effects on website-loyalty and the path coefficient was 0.63. Although the results indicated that website's customervalue and service-quality both would have the significantly directly influence on the website-loyalty, then the two variables could have even more pronounced influence on website-loyalty via improving the effects on serious-leisure-quality. Thus it may be known the serious-leisure-quality was the mediator in the causeeffect model of this study.

並列關鍵字

Sports tourism ； Website customer value ； Website service quality ； Serious leisure quality ； Website loyalty

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