民眾對民宿知覺風險與購買意願關係之研究-以台中市為例

A Study of effect of Homestay and Percieved Risk on Purchase Intention- An Example of residents in Taichung

黃馨慧(Sin-huei Huang)

指導教授 ： 陳宗玄

朝陽科技大學/管理學院/休閒事業管理系/碩士(2013年)

摘要

隨著經濟蓬勃發展，休閒旅遊的觀念日益受到重視，國人參與旅遊頻率的提高，進而帶動國內旅遊消費市場的活絡，國民旅遊已成為國人生活重要之部分；民眾也逐漸享受自然的休閒方式，由自家住宅經營的民宿結合了各觀光景點豐富的區域環境資源，滿足消費者親近大自然，體驗鄉土風俗民情之期望，提供了消費者有別於旅館的住宿選擇。
民宿業的快速成長，已然成為國人在旅遊時重要考量的住宿地點，而民宿多數位於風景特定及偏遠市郊地區在安全設施、房間、周圍環境治安，使得民眾在選擇民宿為住宿地點時，易感受較高之風險程度，因此本研究欲探討民眾在選擇住宿民宿時所知覺到的風險對購買意願之影響關係。
並針對台中市地區民眾，透過問卷方式調查，並以二元羅吉斯迴歸分析方法探討民眾對民宿知覺風險與購買意願之間的關係，採便利抽樣方式進行問卷調查，有效問卷共計380份，在資料分析部分採用信度分析、描述性統計、二元羅吉斯迴歸分析等方法來分析受訪者對知覺風險與購買意願等構面間之現況。經由分析結果發現，民眾對民宿之知覺風險與購買意願關係之影響中，以「財務風險」及「身體風險」會顯著影響民眾對民宿之購買意願；在不同社經背景之民眾對購買意願方面，則以「年齡」及「教育程度」上對其購買意願因素呈現顯著影響，顯示此兩項特性對受訪民眾之購買意願為主要影響特性。
因此，本研究建議應加強民宿在安全設施上的完善設備，結合地方政府實施安全上之管制，提供民眾安全的住宿旅遊環境，使民眾增強對民宿安全設施上之信心。

關鍵字

知覺風險 ； 購買意願 ； 民宿

並列摘要

As economic and social development progresses along with the implementation of weekend holidays, people’ lifestyle has changed in regards with the concept of work and vacation. Since people work under tremendous pressures, people gradually relaxing way to enjoy the natural.
The home stay industry is quality and the growing demands
has become an important consideration when people in the tourist places to stay, most B & B is located in scenic and remote suburban areas, in a safe facility, room, the issues surrounding policing, So people in the choice of home stay for the place to stay when susceptibility higher degree of risk, so this study is to investigate the people in the choice of Bed and Breakfast when the perceived risks on purchase intentions relationship.
For people in Taichung City, through questionnaire surveys and logistic regression analysis on the perceived risk and purchase intention relationship. This study used questionnaires, 380 valid questionnaires were collected, the results showed, perceived risk and purchase intention effect in relation to "financial risk" and "health risk" would significantly affect the public''s willingness , in different socioeconomic backgrounds people on purchase intention, places "age" and "education" presented on purchase intention significantly affected, showing two characteristics of the respondents said they primarily affect purchase intention characteristics.
This study suggests that facilities should be strengthened in perfect safety equipment, combined with the local government to implement security controls, provide the public with safe accommodation tourism environment, enhance the public''s confidence in safety facilities.

並列關鍵字

home stay ； Purchase Intention ； Percieved Risk

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