影響消費者特色民宿購買意願之關鍵因素

Critical Factors on Customer Purchase Intention to Specific B&B

鍾桂珍(Kuei-Chen,Chung)

指導教授 ： 陳筱琪 ； 蔡文鈞

中原大學/商學院/企業管理研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600468

摘要

民宿業競爭愈趨激烈，傳統經營模式已無法突顯民宿之間的差異，所以民宿業者必須提高自身競爭力，與其他民宿業者作出區分，才能使民宿業者在激烈競爭的環境之中獨樹一格，而民宿所塑造之獨特性/特色將會是極大的關鍵因素，也是本研究探討的重點所在。因此，民宿業者需要去多了解消費者真正想要的是什麼，才能塑造出符合大眾消費者所期待的需求，進而創造出屬於自己民宿獨一無二之特色，使消費者願意去選擇居住。故，本研究期望從消費者觀點分析出民宿獨特性之塑造因素與消費者購買意願之因素，藉此提供給現有民宿業者或即將經營民宿業者更多的經營策略方向。

　　由於許鈴金學者的研究結果顯示台灣民宿之消費者的年齡層以21~40歲居多，因此本研究以年齡層21~40歲間，且曾經選擇居住過台灣特色民宿之消費者或欲想居住台灣區域之特色民宿的消費者作為主要研究對象及問卷發放對象，而本研究採用便利抽樣法，共回收有效問卷634份，並採用信度分析、皮爾森相關分析、迴歸分析以及階層迴歸分析等方法進行資料處理，且將其問卷結果分析屆時提供給民宿業者擬定策略之思維導向。

　　本研究結果顯示，消費者選擇民宿之要素中的「服務」、「居住環境」、「口碑」、「體驗活動」以及「休閒需求」對民宿之獨特性/特色有顯著影響；民宿之獨特性/特色對購買意願中的「購買傾向」與「購買行為」有顯著影響；住宿經驗在「服務」、「居住環境」、「休閒需求」對獨特性/特色之關聯性中具有干擾效果，然而，本研究亦發現在交互作用中，無住宿經驗的消費者較有住宿經驗的消費者認為民宿所提供服務的多寡程度，更可能會提高民宿的獨特性/特色。故，本研究建議民宿業者無論在提供服務、居住環境、體驗活動上皆能有多種不同之變化，來因應消費者不一樣之需求，使消費者擁有多樣化之選擇，藉此讓民宿業者能夠提供不同服務型態給予消費者，使消費者身心靈之需求皆能感到滿足，這將可以創造出更多不同於其他民宿之獨特性/特色，以提高消費者願意居住的可能性與吸引到不同族群之消費者，且藉由本研究之結果，提供給民宿業者制定策略之方向。

關鍵字

特色民宿 ； 獨特性 ； 購買意願 ； 購買傾向 ； 購買行為

並列摘要

The competition between B&B has become more and more fierce, so traditional business mode cannot set one B&B apart from others. They need to enhance their competitiveness so as to be unique and distinguish from other owners in such competitive environments. The uniqueness/features the B&B creates will be the key elements and that’s the point which this study probes. Therefore, B&Bs need to know more about what the consumers really want is to create the demands that meets consumers expectation, and thus, creating their own unique characteristics so that the consumers will be willing to choose and stay. As a result, this study is expected to analyze the shaping factors of B&Bs’ uniqueness and the elements of consumers’ purchase intention from the consumers’ views, and thereby provide the direction of business strategies to existing B&Bs or those who are going to run an B&B.

　　Due to the study result of scholar, Ling Jin Xu, shows that B&B consumers’ ages are from 21 to 40 in the majority in Taiwan, the main objects and questionnaires were issued to are those who age between 21 and 40, and once stayed in Taiwan special B&B or wanted to stay in special B&B in Taiwan. There are total 634 valid questionnaires were collected. This study uses Convenience Sampling method, Reliability Analysis, Pearson Correlation Analysis, Regression Analysis, and Hierarchical Regression Analysis to conduct data processing. The results of questionnaires will be provided to B&Bs as thinking guides of developing strategies.

　　The result of this study shows that service, living environment, reputation, experience activities, and leisure demands in consumers choosing elements have significant impact on B&Bs’ uniqueness/features. The B&Bs’ uniqueness/features influence purchase intention and purchase behavior in purchase willingness. Accommodation experiences has an interference effect to the relevance of uniqueness/feature in service, living environment, and leisure demands. However, this study also discovers that during interaction, more non-accommodation experience consumers thinking of the amount of services providing from B&B may increase B&Bs’ uniqueness/features than those consumers have accommodation experiences. As a result, this study recommends B&Bs having a variety of changes on providing services, living environments, and experience activities so as to response to the demands of different consumers, and offer variety of choices to consumers. Thereby, B&Bs can provide different service patterns to consumers so that their demands of body and soul can be satisfied. This will creates more different uniqueness/features from other B&Bs so as to improve the possibility of staying willingness and attract different groups of consumers. Besides, the result of this study will provide to B&Bs for developing strategies.

並列關鍵字

Specific B&B ； Uniqueness ； Purchase willingness ； Purchase intention ； Purchase behavior

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