探討國際觀光旅館消費價值對顧客再訪意願影響之研究

A Study on the Impact of Consumption Value on Repurchase Intention in International Tourist Hotels

李鴻儒(Hung-Ju Lee) ； 方進義(Chin-Yi Fan)

《休閒產業與健康促進學術研討會》 2019 (2019/06) Pp. 59-74

摘要

餐旅產業蓬勃發展，帶動國家經濟起飛。人們追求高品質服務並從中得到對價服務，顧客追求實質價值更追求心理上滿足感。本研究探討消費價值對顧客再訪意願之影響，消費價值存在管理者及消費者想法上及服務品質之缺口，目的在於改善旅館之消費價值並以國際觀光旅館做為實證之研究。本研究以消費價值理論為基礎，並採用消費價值五構面（功能、新奇、情境、社會及情感）及食物消費價值七構面（情緒、認知、健康、聲望、品質、價格及互動）並加入再訪意願作為依變項。透過文獻探討，建立問卷構面之題項，經由7位專家進行效度檢測，並以國際觀光旅館顧客為抽樣對象，透過問卷調查法並採用李克特5點量表進行設計與發放問卷，合計發放318份，回收有效問卷299份，有效回收率為94.03%。以SPSS23.0進行分析，透過描述性統計、相關分析、迴歸分析探討影響因子。從相關分析研究結果得知，功能價值、新奇價值、情境價值、情感價值、情緒價值、認知價值、健康價值、聲望價值、品質價值、價格價值及互動價值對再訪意願有顯著正向影響，其中以功能價值、新奇價值、情緒價值、認知價值、健康價值、聲望價值、品質價值、價格價值及互動價值對再訪意願影響最為顯著，僅社會價值對再訪意願無顯著影響，從迴歸分析研究結果得知，價格價值及互動價值對再訪意願有顯著正向影響，表示顧客最重視之構面以價格價值及互動價值為主。結果提供業者參考，定價策略的研擬，互動關係之提升，能有效提升再訪意願。未來持續透過顧客進行分析並彙整，結合數據整合研究，提供業者參考之分析。

關鍵字

國際觀光旅館 ； 消費價值 ； 再訪意願

並列摘要

Hospitality industry is flourishing, driven by the country's economic take-off. The pursuit of high quality services and get the price service, customers pursues real value of the pursuit of a more psychological satisfaction. In this study, the consumption value to the customer's repurchase intention, there is consumer value gap on the idea of managers and consumers of quality and service, the hotel aims to improve consumer value and to the international tourist hotel as empirical research of. In this study, the theory of consumer value-based, and the use of consumption worth half facets (function, novel, situational, social and emotional) and food consumption value of seven facets (emotional, cognitive, health, prestige, quality, price and interactive) and Join willingness to revisit as dependent variables. Through Literature Review, established facets of the problem-item questionnaire, were detected validity through seven experts, and international tourist hotel customer sampling target, through questionnaires and 5-point Likert scale design and questionnaires, total issued 318 copies, 299 valid questionnaires, the effective rate was 94.03%. SPSS23.0 to analyze, through descriptive statistics, correlation analysis, regression analysis to explore the influence factor. Correlation analysis results from that study, functional value, Epistemic value, Conditional value, emotional value, Epistemic value, health value, prestige value, quality value, price value and interaction value have significant positive impact on the repurchase intention. functional value, Epistemic value, emotional value, perceived value, health value, prestige value, quality value, price value and interaction value impact on repurchase intention the wishes of the most prominent, only social value nonsignificant on repurchase intention was from the results of the regression analysis know, price value have a significant positive impact on the value of the interaction of purchase intention, represent the most important customer of facets price value and interaction value. The results provide the industry reference, elaboration pricing strategy, interaction improve the relationship, can effectively improve the purchase intention. Future through continuous customer analysis and aggregated, combined with research data integration, providing industry analysis reference only.

並列關鍵字

international tourist hotels ； Consumption Value ； Repurchase intention