今晚我想住…？－探討民宿購買決策行為之研究

新冠疫情造成全球鎖國國民旅遊提升，政府實施政策補助減少旅宿業的疫情衝擊並提振消費商機。本研究透過推拉力理論及AIDA模式建構民宿購買決策行為之模式，並以使用政策補助訂購民宿的消費者作為研究對象。回收有效問卷373份，應用結構方程模型進行假設驗證。結果發現，拉力因素及外部因素是購買決策最強的前置因素；推力因素對於消費者購買決策行為影響相對薄弱，此外，外部因素有助於調節推拉力的決策過程，也具有直接影響消費者的購買決策。本研究結果擴展了民宿的推拉力理論與AIDA模式，驗證推拉力因素與外部因素對於購買決策行為上有顯著的影響，也替實務現場提供了具體的建議。

關鍵字

民宿；推拉力理論；外部因素；購買決策行為； AIDA模式

並列摘要

With COVID-19 hitting the global tourism industry, governments have implemented subsidies to reduce the impact of the pandemic on the hospitality industry and to boost consumption. The consumers who participated in the government subsidy policy and ordered homestay accommodation were the research subjects in this study which employed the push-pull theory and AIDA model to construct a model for homestay purchase decision-making behavior. A total of 373 valid questionnaires were collected, and the linear structural equation model was adopted to verify the hypothesis. It was found that the pull force and external factors were the strongest predispositions for the purchasing decision, whereas the push force had a relatively weak influence on the consumers' purchasing decision. In addition, external factors had an influence on adjusting the push-pull force of the decision-making process and directly affected the consumers' purchasing decisions. The results of this research extended the push-pull theory and AIDA model, verified the significant impact of the push-pull force factor and external factors on the purchasing decision behavior, and provided specific suggestions in this field.