期望失驗與歸因理論在遊憩活動之應用：以台北市立木柵動物園為例

The Applications of Expectancy-Disconfirmation Theory and Attribution Theory: Take Taipei Zoon as an Example

黃慧新(Hui-Hsin Huang)

《生物與休閒事業研究》 6卷3期 (2008/12) Pp. 1-14

https://doi.org/10.30133/BLIR.200812.0001

摘要

過去遊憩行為相關研究，遊憩活動之發生在「滿意度」與「重遊度」之後，似乎劃下句點，鮮少針對消費者對自身滿意或不滿意的歸因做研究，由於顧客滿意和顧客歸因是有關連性的，原因的歸結可能會影響消費者對於重遊行為之選擇；因此，本文從期望失驗理論切入，以木柵動物園為例探討滿意度與歸因之關連性，並歸因結果和重遊意願之差異性。結果發現，「行前期望與實際體驗分數之差」與「整體滿意度」相關性顯著，應證了期望失驗理論；在歸因部分，遊客以「環境歸因」為主要的原因歸結類目，但滿意度與歸因變項檢定則為達未統計上顯著水準。因此建議後續研究可加入「服務缺失補救」中介變項，再探討滿意度與歸因之關係。

關鍵字

期望失驗 ； 歸因 ； 木柵動物園

並列摘要

In recent years, there have been many leisure researches of customer satisfaction and retention. But few study discussed the attribution of satisfaction .The ascription of satisfaction and dissatisfaction can influence the decision making of customer's recreation. Thus applying expectancy-disconfirmation theory, this research explores the relationship between customer's satisfaction and attribution and the different between ascription and the will of retention. It is found that the correlation of which antecedent exception subtracting experience and the overall satisfaction are statistically significant. Furthermore, the environment ascription is the main part of all attribution factors. But there is no statistic significant in satisfactions ascription. The author suggests some related problem for future research in which it is recommended to consider the intervening variable of service recovery for exploring the relationship between satisfaction and attribution.

並列關鍵字

Expectancy-Disconfirmation Theory ； Attribution ； Taipei Zoon