主觀規範與多樣搜尋對滿意-口碑關係之影響：以民宿為例

The Effects of Subjective Norms and Variety-seeking on Satisfaction-WOM Relationships: an Empirical Study of B&B

顏財發(Tsai-Fa Yen) ； 林淑芬(Shu-Fen Lin) ； 劉小漫(Xio-Man Liu)

《休閒事業研究》 16卷3期 (2018/09) Pp. 1-14

https://doi.org/10.6746/LIR.201809_16(3).0001

摘要

遊客在主觀規範與多樣搜尋之後選擇住宿各個觀光地區民宿，而產生正向的滿意、口碑之行為，顯示此議題是值得深入探討研究。本研究主要為恆春半島各個民宿之住宿遊客為研究對象，依據相關理論文獻設計問卷，透過問卷調查法取得分析所需樣本，發放問卷為430份，有效問卷399份。分析結果顯示：（1）遊客與民宿的關係中，態度因素（滿意）與社會壓力因素對對口碑有顯著影響；（2）情境的因素（多樣搜尋）對口碑沒有顯著影響；（3）加入干擾考量後，社會壓力顯著負向影響滿意-口碑關係；（4）遊客多樣搜尋越強，滿意與口碑關係越高。因此，相關業者應優先考慮加強遊客對於民宿提供良好的服務態度、印象以提高遊客良好觀感、滿意度提高遊客給予更高、正面的口碑推薦。

關鍵字

民宿 ； 主觀規範 ； 多樣搜尋 ； 口碑

並列摘要

The objective of this study is to explore empirical of B&B (Bed and Breakfasts, B&B) how the effects of subjective norms and variety-seeking on satisfaction- WOM relationships and what do tourists think when the firm scale is different. The research object is mainly focus of bed and breakfasts tourists' in Hengchun Peninsula. The questionnaire was designed based on literature review and the samples for analysis were collected by questionnaire survey. Results show that satisfaction and subjective norms and WOM of tourists' positively influenced intentions. In general, the impact of variety-seeking on words-of-mouth is not significant. Social pressure significantly and negatively moderates satisfaction-WOM relationship. Moreover, higher variety-seeking will lead to strengthen satisfaction-WOM relationship. Therefore, managers of B&B should consider first in offering better service attitudes and image. This can enhance the positive perception of visitors and the better satisfaction and positive WOM will be met.

並列關鍵字

Bed and Breakfasts ； subjective norms ； variety-seeking ； words-of-mouth