服務提供、意象與行為意圖之相關研究－以奇美博物館為例

A Study of the Relationships Among Service Provision, Image and Behavioral Intention -A Case of Chimei Museum

蔡長清(Chang-Ching Tsai) ； 施慧君(Hui-Chun Shih)

《商業現代化學刊》 8卷3期 (2017/08) Pp. 61-88

https://doi.org/10.6132/JCM.2017.8.4.04

摘要

本研究目的在瞭解遊客對於奇美博物館之服務提供、意象及行為意圖之認知概況，進而探究其間之相關性。本研究採用問卷調查法，以便利抽樣方式於2016年2月5日至3月5日期間以參觀奇美博物館之遊客為研究對象，發放360份問卷，有效回收345份，有效回收率為96%，研究結果顯示：1.參觀遊客以女性、年齡介於20-29歲、教育程度大學(專)、個人所得在20,000元以下；以未婚者；學生族群；居住南部地區者為多數。2.參觀遊客對「服務提供」以「建築物外觀具視覺吸引力」感受度最高；「意象」以「奇美博物館已建立了良好的意象」平均值最高；「行為意圖」係以「我會向其他人推薦奇美博物館」最為顯著。3.不同背景屬性遊客在「年齡」、「個人所得」及「旅遊同伴」對於服務提供、意象及行為意圖的認知有部分顯著差異。4.「服務提供」、「意象」及「行為意圖」之間皆具有顯著正相關。

關鍵字

服務提供 ； 意象 ； 行為意圖 ； 奇美博物館

並列摘要

This study aims to understand the perceived service provision, image and behavioral intention of Chimei museum visitors and further test their relationships. This is a questionnaire study by convenient samplings and the subjects were Chimei museum visitors from February 5 to March 5, 2016. 360 questionnaires were distributed and the final valid questionnaires were 345(96%). The result are as below: 1. Most of the respondents were unmarried female, age 20-29, college graduate, student, personal income less than NT$20,000 and lived in Southern Taiwan. 2. On the dimension of service provision, visitors placed higher value on ＂the visual appealing appearance of the building＂. ＂Chimei Museum has already established good image＂ got the highest average value on image dimension. On the dimensions of behavioral intention, tourists placed higher value on ＂I will recommend others to visit Chimei Museum＂. 3. There were some significant differences on service provision, image and behavioral intention while examining tourists’ age, income and companion. 4. There were positive correlations among service provision, image and behavioral intention.

並列關鍵字

service provision ； image ； behavioral intention ； Chimei Museum