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題名：台灣溫泉旅館產業之消費者導向實證研究
作者：許育文 引用關係
作者(外文)：Yu-Wen Shiu
校院名稱：國立中山大學
系所名稱：企業管理學系研究所
指導教授：盧淵源
學位類別：博士
出版日期：2011
主題關鍵詞：經濟模型推導；逐步多元迴歸；消費者行為；知覺價值；溫泉旅館；決策；中介效果；調節效果；Moderation；Economical Deduction；Mediation；Decision-Making；Spa Hotel；Perceived Value；HMR；Consumer Behavior
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在休閒產業競爭如此激烈的環境下，本研究的分析重點在於使用消費者導向的研究途徑，試圖去瞭解與確認台灣消費者如何選擇特定溫泉旅館的決策過程，以及釐清影響其決策行為的重要因素。根據過去的相關研究已經指出溫泉旅館經營成功的關鍵，必須能創造具相對優勢的消費者價值，因此在步驟上本研究首先以文獻探討與經濟模型推導去建立消費者價值知覺的概念模型與相關的命題假設，然後根據此一概念模型，進而發展適用於台灣溫泉旅館選擇決策行為的量表，據以用來調查與收集相關的實證資料並進行後續相關命題假設的驗證工作。
根據相關分析的結果顯示，產品與服務的消費決策過程並無太大的差異，可是卻也從中發現到價值知覺與消費者購買意願的低顯著相關性。推測其原因可能是因為台灣近幾年經濟的下滑，造成消費者的可支配所得的大幅減少，因而促使消費者對於諸如溫泉旅館此類之「奢侈性消費」的態度趨於保守。本研究採用逐步多元迴歸(Hierarchical Multiple Regression, HMR) 法 進一步分析變數之間的主效果、中介效果與調節效果。實證分析的結果顯示消費者在選擇溫泉旅館時，影響其價值知覺的先行因素中，知覺品質與知覺價格等短期因素具有顯著性，而且知覺品質的重要性大於知覺價格，知覺價值對兩者與購買意願之間皆具有部分中介的效果，並且知覺品質對知覺價格與知覺價值之間具有完全中介的效果；至於長期因素如知覺風險對知覺價值的影響則不顯著。在調節效果的部份，性別與居住區域等人口統計變數在品質－價值的關係中具有干擾的作用；而在價值－購買意願的關係中，婚姻狀態與消費次數等人口統計變數，同樣具有干擾的作用。本研究的發現提供給實務界的是，應該更為聚焦於服務品質的提昇，而且提供可能的思考方向去針對不同的客層進行推廣的方案。
Previous studies have indicated that the creation of outstanding consumer value was for spa hotels to achieve sustainable financial and market success. In this study we identified the key factors that affected consumers’ behavior or purchasing decisions, and the process how consumers chose a particular hotel for spa service, which was appropriate for themselves under such intensely competition among spa hotels in Taiwan.
The study aims to assess a relational perspective on the value perception relationships, and to examine the main effects and the processes linking perceived value, its antecedents and willingness to buy in Taiwan spa hotel industry. The economical deduction was adopted to provide the constructs positioning and adequate rationality of the conceptual model. The analysis of Pearson correlation indicated that the recent downsizing economy might be the source that affected the attitude of “leisure service consumption” in more conservative way because of the weakly significant relationship between perceived value and willingness-to-buy.
The hierarchical multiple regression (HMR) was used to assess the main effects and the processes. The HMR analyses revealed that customers separately considered perceived quality and perceived price, the immediate situational factors of benefits and sacrifices, particularly when purchasing a spa service product, which will lead to changes in behavior. Perceived quality totally mediated the price-value relationship, and perceived value partially mediated the quality-willingness and price-willingness relationship. Sex and living location moderated the quality-value relationship. Marriage status and consumptive times moderated the value-willingness relationship.
The finding indicated that the perception of customer value was very much dependent upon quality and much less dependent upon risk and price in Taiwan spa hotel industry; management and advertising objective should focus on increasing customer value by improving the customer perceptions of overall product and service quality. The moderation of demographic variables provides managers directions to offer proper packages to potential customers.
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