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研究生:陳昭瑜
研究生(外文):Chen, Chao Yu
論文名稱:民宿消費者的動機、決策因素與未來行為之研究-以高雄市國小教師為例
論文名稱(外文):A study of B&B consumers’ motivation, determining elements and future intension: the case study of elementary school teachers in Kaohsiung City
指導教授:梁文科梁文科引用關係
指導教授(外文):Liang, Wen-Ke
學位類別:碩士
校院名稱:南台科技大學
系所名稱:應用英語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:99
畢業學年度:99
語文別:中文
論文頁數:134
中文關鍵詞:民宿動機消費者動機決策因素滿意度未來行為
外文關鍵詞:B&Bmotivationdetermining elementssatisfactionANDfuture intension
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本研究主要是了解不同生活型態的民宿消費者,在動機、決策因素與未來行為上的差異,以及各變數間的相互關係。
本研究以問卷調查法進行探討,研究對象為高雄市國小教師,並取得389份有效問卷。接著以SPSS統計軟體進行因素分析、變異數分析、T檢定等方法進行資料分析。研究結果發現,受訪者主要的住宿動機為「社交需求」與「休閒舒壓」因素為主;而受訪者在「形象與風格」與「附加服務」方面,當作主要的決策因素。而且生活型態的不同也會影響動機與決策因素。
因此,依據研究結果建議民宿業者在擬定行銷策略之前,應充分了解消費者的需求與行為特點,以提升消費者對於民宿的正面感受為要點,並增加消費者與民宿業者或其他消費者之間的接觸。
The main purpose of this study is to explore the B&B customers’ accommodation motivation, determining elements, and future intension which were referred to the prior B&B experience of elementary school teachers who have different life style.
.The questionnaire take elementary school teacher in Kaohsiung City as participants and had 389 effective questionnaires. Then, the study use SPSS to do descriptive statistics, reliability analysis, T-test, one-way ANOVA and factor analysis. According to the analysis result, the main motivations were “social demand” and “relaxation”. In determining elements, people would pay more attention on “image and style” and “guide and extra service” of B&B.
Therefore, according to the result, the study suggests that B&B management ought to know the demand that customers need and their behaviors. Then, try to enhance customers’ positive feeling to B&B and increase opportunities and activities to contact with host and other customers.
Chapter 1: Problem to be Investigated
Research Problem Description…………………………………………………………1
Delimitations of the Problem…………………………………………………………...3
Limitations……………………………………………………………………….3
Assumptions……………………………………………………………………...3
Research Questions……………………………………..……………………………..5
Need for Research……………………………………..………………………………6
Significance of the Research…………………………..………………………………8
Definition of Terms……………………………………..……………………………..8
Chapter 2: Review of the Literature
The Definition of B&B……………………………...……….………………………..10
The Style of B&B……………………………………………………………………..12
The Importance of B&B’s Development………...……..….………………………….13
The Characteristic of B&B…………………………......….…………………………..15
The Determining Elements of B&B…….………………..…….…...…………………19
The Analysis of Current B&B Situation in Taiwan……...…….………………...…….23
Motivation…………….…………..………………….….…….………………………24
Life Style………………….………………..…………..….…………………………..29
The Decision Making Process of B&B Consumers……….…...…………..………….32
Satisfaction and Future Intension……………,,, ……………………………………..39
Satisfaction………………………..…,,,……………….………………………39
Future Intension……… ………,,,……..…………….……………………...41
Chapter 3: Methodology
Introduction………………..……………………………….……………………….45
Population, Sample and Sampling Technique…………….…………..……….……47
Instrument……………………………………………………………………….…..47
Validity………………………………………...…….……………………….47
Reliability……………………………………...…………………….……….48
Procedure……………………………………...…………………………….………56
Data Analysis……………………………………...………………………….……..58
Chapter 4: Results
The Analysis of Participants’ Personal Profiles……………………………..……...60
The Analysis of Demographic Variables...................................................…...61
The Analysis of Consumer Characteristic.................................................…...63
The Analysis of Motivation………………..………………………………………..68
The Analysis between Demographic Variables and Motivation...…………...71
The Analysis of Determining Elements………..…………………………………...75
The Analysis between Demographic Variables and Determining Elements...78
The Analysis between the Frequency of Living in B&B and Determining Elements………………………………………………………….…………..84
The Analysis between Determining Elements and Motivation…….………..84
The Analysis of Life Style…………………………………….………………………85
Cluster of Life Style……………………………….…….……………………...88
The Analysis between Life Style and Motivation……….………...…………..89
The Analysis between Life Style and Determining Elements…….…..….……90
The Analysis of Future Intension……………………………………………………...91
Chapter 5: Conclusion and Suggestion………………………………………………………95
Conclusion…………………………………………………………………………….95
The results of descriptive statistics……………………………………………..95
The result of assumptions test…………………………………………………..97
Suggestion...................……………………………………………………………………………..98
Recommendations for Further Research………………………………………………99
Reference……………………..………………………………………………….….…....101
Appendix 1………………………..……………………………………………...………114
Appendix 2………………………..…………………………………………….………..119
Appendix 3………………………..…………………………………………….……..…120
Appendix 4…………………………………………………………………........................126
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