公平性對遊客滿意度、信任、口碑與重遊意願影響之研究－以大坑休閒農場為例

The impact of Justice on Satisfaction, Word of Mouth,Trust and Revisting willingness of Tourists－A Case of Dakeng Leisure Farm

朱碧茹(Pi-Ju Chu)

指導教授 ： 鄭秋桂

國立屏東科技大學/管理學院/農企業管理系所/碩士(2010年)

https://doi.org/10.6346/NPUST.2010.00216

摘要

本研究主要是探討休閒農場公平性如何透過滿意度影響信任、口碑及重遊意願，以台南縣大坑休閒農場的遊客為調查對象，共發放 450 份問卷，回收有效問卷 415 份， 經 SPSS 統計軟體進行 t 檢定、單因子變異數分析、Person 積差相關分析及路徑分析，實證結果發現如下：
人口統計變數分析顯示，以「女性」年齡在「20~29歲」為主，職業以「一般軍公教」為最多，教育程度方面以「大學(專)」為最多，居住地區以「南部地區」居多，每月可支配所得以「25,001~40,000元」之間為主，到訪次數以「首次參訪」佔大多數。
遊客對休閒農場之公平性、滿意度、信任、口碑與重遊意願有顯著差異，其中以性別、職業、年齡、教育程度及每月可支配所得等五項人口統計變數是為顯著差異的主要變數。年齡較高者對滿意度、信任、口碑及重遊意願有較高的認同程度；教育程度較低者對滿意度、信任、口碑及重遊意願有較高的認同程度但教育程度較高者對公平性則有較高之認同程度；每月可支配所得較高者對本研究五個構面都有較高的認同程度。
公平性、滿意度、信任、口碑與重遊意願間，皆具正向的顯著影響。滿意度透過信任影響口碑與信任直接影響重遊意願最為明顯，表示遊客良好的口碑與願意重遊之意願是來自於滿意度及信任的影響程度。因此，若要讓遊客有良好的口碑及願意再度重遊，應以思考如何提升滿意度及信任為經營目標。

關鍵字

公平性 ； 滿意度 ； 信任 ； 口碑 ； 重遊意願

並列摘要

The objective of this study was explored how Justice through satisfaction influence trust, word of Mouth and revisting willingness. A survey was conducted in the Dakeng Leisure Farm in Tainan County. A total of 415 valid questionnaires were obtained in a face to face interview to Dakeng visitors. The statistical analysis in this study includes t-test, one-way ANOVA, Pearson product-moment correlation and path analysis. All the analyses were run using the SPSS.
The empirical results are described as follow. The demographic analysis, six groups were identified as the highest consumption group (1) females, age 20 to 29; (2) occupation, army and government officers; (3) education level, university degree; (4) residential area, south Taiwan; (5) monthly income, NT$25,000 to 40,000; (6) visit frequency, first visit.
Leisure farm visitors’ justice, satisfaction, trust, word of mouth, revisiting willingness were all significant different. The significant demographic variables include gender, occupation, age, education level and monthly income. Age variable had the highest level of acceptance on satisfaction, trust, word of mouth and revisiting willingness. Low education level variable was high significant on satisfaction, trust, word of mouth and revisiting willingness. However, higher education level was high significant on justice. Monthly income was significant on the five dimensions used in this study.
Justice, satisfaction, trust, word of mouth and revisiting willingness had equal positive significant effect. Satisfaction through trust directly impact word of mouth and this one on revisiting willingness. That is, good word of mouth and revisiting willingness will influence satisfaction and trust. Therefore, to allow tourists to have a good word of mouth and revisiting willingness, both satisfaction and trust should be enhanced through the business objectives.

並列關鍵字

Justice ； Satisfaction ； Trust ； Word of mouth ； Revisting willingness

參考文獻

甘唐沖，張文娟，許沂松，2009，休閒農場遊客行為之研究－以走馬瀨農場為例，管理實務與理論研究，3卷，1期，1-27。

李孟訓、周建男、林俞君，2006，休閒農場之服務品質、關係品質與顧客忠誠度之關聯性研究，農業經濟半年刊，80期，125-168。

沈進成、廖若岑、周君妍，2004，遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究—以華山咖啡為例，戶外遊憩研究，18卷，3期，59-79。

吳忠宏、黃宗成、邱廷亮，2004，玉山國家公園遊客旅遊動機、滿意度與重遊意願之研究，國家公園學報，14卷，2期，23-41。

吳萬益，2008，企業研究方法，台北：萬泰。