近幾十年台灣民宿蓬勃發展下,合法性與管理問題叢生,業者與消費者間糾紛頻傳,民宿訂房的遠距特性導致旅客僅能透過網路上外在的「線索」來推斷品質,「知覺風險」相對增加,進而影響訂房「意願」為本研究重要議題;另外,將針對個人背景屬性對外部線索、知覺風險以及購買意願分別切入探討。 本研究於2013年6月期間以便利抽樣對曾住宿過民宿之旅客調查,分別在北中南火車站、清境地區及網路題卷,共回收414份有效問卷。本研究結果如下:(一)不同性別、年齡、月收入對外部線索有明顯差異;(二)不同性別、教育程度、年齡、居住地對知覺風險有顯著差異;(三)不同年齡、月收入對購買意願有顯著差異;(四)外部線索對知覺風險有負向預測力,知覺風險對購買意願亦有負向預測力。研究之結論可提供给民宿業者做為行程上之規劃、網路平台之整合等參考。
In the last several decades,the fast development of homestay in Taiwan,more legitimacy amd managing problems,more dispute between consumer and manager,and distance-property.Resulting in traveler infer quality of products through “Extrinsic Cue”,increasing“Perceived Risk”,impacted booking“Intention”,is an important issue.Besides,it will discuss personal attribute to extrinsic cue,perceived risk and purchase intention. Survey travelers have lived homestay, using convenience sampling in June of 2013, total 414 questionnaire survey.The reaserch conclusions is following:(1)Gender,age,income to extrinsic-cue are significant influence.(2)Gender,educational level,age,hometown to perceived-risk are significant influence.(3)Age,income to purchase-intention are significant influence.(4)Perceived-risk increase as extrinsic -cue decrease;Purchase-intention increase as Perceived-risk decrease.Study conclusions offer to help homestay manger some plan-journey and integration of online shopping platform.