- 期刊
臺灣民宿顧客住宿動機、住宿體驗與網路口碑之關係-以Airbnb為例
A Study of the Relationships among Customers’ Lodging Motivation, Lodging Experience and the Electronic Word-of-Mouth: A Case Study of Renting Out Lodging Platform ＂Airbnb＂
摘要
本研究旨在探討Airbnb民宿顧客住宿動機、住宿體驗及網路口碑之關係，並瞭解不同背景之顧客在住宿動機、住宿體驗及網路口碑之差異情形。將體驗過Airbnb民宿的顧客為樣本，以便利抽樣的方式，回收有效問卷388份。並利用描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析、迴歸分析等統計方法進行分析。研究結果發現：不同個人背景變項的Airbnb民宿顧客在住宿動機、住宿體驗、網路口碑有顯著差異。Airbnb民宿顧客之住宿動機對於住宿體驗具有預測力；住宿體驗對於網路口碑具有預測力；網路口碑對於住宿動機具有預測力。期望研究結果，能予欲在Airbnb網路民宿平台提供房源的房東經營之參考。
並列摘要
The object of this research is to discuss the relationships among customers' lodging motivation, lodging experience and the electronic word-of-mouth, which is based on the investigation of Airbnb users. Moreover, the study will also comprehend the differences in the lodging motivation, lodging experience and the electronic word-of-mouth for the customers with different demographic variables. The survey respondents were those who had used Airbnb to book lodging. Using convenience sampling, And 388 valid questionnaires were retrieved. The statistical methods included descriptive statistical, t test analysis, one-way ANOVA, Pearson product-moment correlation, regression analysis. The major findings of this study were summarized as follows. First, the different backgrounds of customers have significant difference in the lodging motivation, lodging experience and electronic word-of-mouth. Second, the lodging motivation and the lodging experience have significant positive correlation. Third, the lodging experience and the electronic word-of-mouth have significant positive correlation. Fourth, the electronic word-of-mouth and the lodging experience have significant positive correlation. Hoping the results of the study can provide the Airbnb hosts as references for management and realizing the consumer behavior.