創新服務對消費者價值及服務體驗的影響-以旅遊電商KKday為例

The Impact of Innovative Service on Consumer Value and Service Experience: An Empirical Study of KKday

侯姿伶(Tsu-Ling Hou)

指導教授 ： 李家瑩

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2018年)

摘要

近年來以目的地旅遊為主之經營型態興起，旅遊產品的研發和設計上融入許多創新元素，大力發展體驗式旅遊。過去的研究大多從質化角度去探討智慧旅遊的基本定義或是配合政策的發展研究，較少探討智慧旅遊的創新服務特性，而創新服務特性是重要的，因其會對消費者的決策產生影響，及正向的優勢價值提升。
本研究以有使用過旅遊電商KKday的消費者為對象，進行問卷調查，透過SmartPLS進行分析，藉以驗證所提出之模式。研究結果發現，創新服務特性對於功能價值及情感價值有顯著影響，進而影響服務體驗，其中創新服務特性包括:新穎性、互補性及效率。此外，涉入程度對於創新服務特性及功能價值有顯著干擾效果，涉入程度對於創新服務特性及情感價值不具有干擾效果；知覺控制對於創新服務特性及功能價值有顯著干擾效果，知覺控制對於創新服務特性及情感價值不具有干擾效果。

關鍵字

創新服務特性 ； 涉入程度 ； 知覺控制 ； 消費者價值 ； 服務體驗

並列摘要

In recent years, the business model of destination tourism has arisen, and the development and design of tourism products have incorporated many innovative elements to develop experiential tourism. In the past, most researches focus on the basic definition of smart tourism by using qualitative research or the development of cooperation policy, and few studies discussed innovative service characteristics of the smart tourism. The innovative service characteristic is important, because it affects the consumers’ decision, and competitive advantage of the firms.
In this study, users who have used the KKday were invited to fill up questionnaires. Data collected were analyzed through SmsartPLS to verify the proposed model. The results showed that the innovative service characteristics have a significant impact on the functional value and the emotional value, which further affect service experience, among which the innovative service characteristics include: novelty, complementarity and efficiency. In addition, involvement has a moderating effect on the relationship between innovative service characteristics and functional value, but it does not moderate the relationship between innovative service characteristics and emotional value. Perceived control has a moderating effect on the relationship between innovative service characteristics and functional value, but it does not moderate the relationship between innovative service characteristics and emotional value.

並列關鍵字

Innovative Service Characteristics ； Involvement ； Perceived Control ； Consumer Value ； Service Experience

參考文獻

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.

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