消費者之生活型態、認知風險與認知價值對其再消費意願影響之研究—以高屏地區汽車旅館業為例

The Effect of Customer’s Life Style, Perceived Risk and Perceived Value on the Repurchase Intention — Case studies of Motels in Kaohusiung and Pingtung Areas

鄭淑月(Su-Yueh Cheng)

指導教授 ： 曾信超

共同指導教授 ： 顏義文

長榮大學/管理學院/經營管理研究所(博)/碩士(2006年)

https://doi.org/10.6833/CJCU.2006.00042

摘要

隨著經濟發展，消費者越來越注重生活品質，也更強調精品化及精緻化的服務，在旅館產業中，「精品汽車旅館」是目前最令人矚目的精緻化商品之一。由於競爭者日益增加，競爭也越來越激烈，因此更精確了解消費者需求、價值觀與風險的認知以求迎合偏好及減低風險感，也就成為創造利基的重要課題。
本研究針對高屏地區之汽車旅館消費者進行問卷調查，發出700份問卷於7間汽車旅館，共計回收227份有效問卷。而後將問卷所得之資料以敘述統計、因素分析、信度分析、迴歸分析、LISREL分析、t-test與變異數等分析，以驗證本研究所提之假設。
本研究結果發現：
1. 消費者之生活型態對其認知風險、認知價值與再消費意願有顯著影響，獲得部分成立。
2. 消費者認知風險中，僅財務風險對其認知價值與再消費意願呈負向影響。然而對整個構面而言，認知風險對認知價值呈正向顯著影響，對再消費意願呈負向影響。
3. 消費者認知價值對其再消費意願有顯著影響。
4. 不同個人屬性之消費者對生活型態、認知風險、認知價值與再消費意願上有顯著差異影響，獲得部分成立。
5. 整體關係模式具有良好之配適程度。
最後就本研究之結論與管理意涵做深入探討，並呈現具體之研究貢獻與建議以供參酌。

關鍵字

生活型態 ； 認知風險 ； 認知價值 ； 再消費意願

並列摘要

As the time passing, the consumptive style for the people is changed with the economic development rise. Meanwhile, consumers are becoming to ask the high quality and also to pursue the sensual joy for the services. Thus, a new services oriented industry is being developed in Taiwan, which is「Exquisite Motel」. Because the competitors increase increasingly and also compete to each other bitterly, if we have more accurate information to understand consumer’s needs, value and the consciousness of the risk in order to cater to their tastes and decrease the unsafe feeling, then these will become the important topics for Motel owners.
In this research, there were 227 effective questionnaires returned among 700 questionnaires distributed to the seven Motels within Pingtung and Kaohsiung area. The data were analyzed by a variety of statistical methods, such as descriptive statistic, factor analysis, reliability analysis, regression analysis, LISREL, t-test and ANOVA, etc.
The conclusions of this research are：
1. The hypothesis that the customers’ life styles have significant effect on the perceived risk, perceived value and repurchase intention is partially supported.
2. The hypothesis that about the construct of customers’ perceived risk, only one of the factors 「Financial Risk」has significant negative effect on the perceived value and repurchase intention. However, the construct of consciousness risk has significant positive effect on the construct of perceived value, and has significant negative effect on repurchase intention.
3. The hypothesis that the customers’ perceived value has significant positive effect on repurchase intention.
4. The hypothesis that there are outstanding differences of customer characteristics on the life styles perceived risk, perceived value and repurchase intention is partially supported.
5. The fitness of this relationship is good.
Finally, this summary takes the deep discussion with the conclusions and management implications of this research, and presents the concrete contributions and suggestions that can be referenced.

並列關鍵字

life style ； perceived risk ； perceived value ； repurchase intention

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