本研究之目的在於探討台灣前五大主題樂園遊客滿意度、知覺價值與重遊意願之關聯性研究,係採用問卷調查的方式來調查分析,並以最近一次去過此五大遊樂園之一的遊客為研究對象,取得407份有效問卷,有效回收率為82%。在本研究中是採取SPSS 12.0統計視窗軟體作為統計分析的工具,針對樣本資料做了如下的分析方法:T檢定、因素分析、信度分析、效度分析、迴歸分析 本研究數據發現,到主題樂園遊玩的顧客以20歲以下、教育程度大學以上與月所得2萬以下者居多,可見台灣的主題樂園以青壯年為主要族群。 研究結果發現遊客滿意度對重遊意願有直接的影響效果。知覺價值對重遊意願也有正面且直接的影響效果;又發現知覺價值會干擾遊客滿意度與重遊意願的關係,亦即隨著知覺價值的增高,遊客滿意度對重遊意願的影響力遞減。最後,提出管理意涵與建議。
This study is to investigate the relationship among customer satisfaction, perceived value, and repurchase intention of Theme Park. A structured questionnaire was designed to collect the data from visitors and 407 questionnaires were collected. The data were analyzed by using descriptive statistics, reliability analysis, factor analysis and regression analysis. The result showed that most of the visitors are young generation, the most visitors in age below 20 years old, education level about university, the salaries are below NT$20,000 per month. The study finds that “the visitors think that the higher customer satisfaction is, the higher repurchase intention is. Moreover, “the higher perceived value is, the higher repurchase intention is. Besides, “the perceived value will intervene between customer satisfaction and the repurchase intention. That means when the perceived value more higher, it will decrease the customer satisfaction to repurchase intention’s effect.