本研究主要目的在探討品牌知名度、傳統口碑傳遞、電子口碑傳遞、知覺價格與住宿意願之相關程度。研究對象為服務於桃園市蘆竹區公立國民小學現任合格教師為研究的母群體,採取分層、比例抽樣方式進行問卷調查,分別以學校規模作為分層的依據,選取研究對象,其抽樣方法為便利抽樣,有效問卷樣本數為414份;並利用多元迴歸方法進行資料分析與討論。實證結果顯示,品牌知名度、傳統口碑傳遞、電子口碑傳遞、知覺價格,均對住宿意願有顯著的正向影響。對「住宿意願」最具預測力者為「傳統口碑傳遞」,次為「知覺價格」,「品牌知名度」,最後為「電子口碑傳遞」。
The study aims to explore the relevance of brand awareness, traditional word of mouth, electronic word of mouth, perceived price and accommodation willingness. The certified teachers from public primary schools in Luzhu District, Taoyuan City served as the study population. The stratification and proportion sampling were used to carry out the questionnaire survey. Each individual school was selected as the stratified basis, and the sampling method was random sampling. A total of 414 valid questionnaires were collected. The empirical results show that all four variables including brand awareness, traditional word of mouth, electronic word of mouth, and perceived price have significant positive impact on accommodation intentions.