The Study on the Visitors’ Repurchase Intentions of Home Stay Facilities in Chingjing Area.

• Main Authors: Ching-Fang Lin, 林靜芳
• Other Authors: Tzong-Shyuan Chan
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/k2c363

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 92 === The ever-growing intense competition of domestic home stay facilities market necessitates the home stay facilities owners to provide service, features and settings which will meet customers’ satisfaction in order to promote a higher repurchase intention and further accomplish the goal of sustainable management. Constructing a structural equation modeling of customers’ repurchase intention of Chingjin area based on the Engel-Kollat-Blackwell Model, this study intends to explore the relationship between personal values, setting attributes, satisfaction and repurchase intention of the customers. Targeting on the customers of home stay facilities in Chingjing area, this study adopted a questionnaire to collect data. The present features, personal values, setting attributes, satisfaction and repurchase intention of 405 respondent customers were analyzed by the means of Cronbach’s α, descriptive statistics, T-test , and one-way ANOVA. Furthermore, a model construction and empirical analysis were conducted using a LISREL. The result of the empirical analysis suggests that the main customer group of home stay facilities in Chingjing area is of young-to-middle aged servicing business employees that have high education levels and middle-to-high average incomes. As far as the home stay facilities resources are concerned, the largest percentage of the target group is using Internet as a means to acquire information. The result further suggests that the LISREL of repurchase intention was found to be an acceptable model. The study of relationship between personal values, setting attributes, satisfaction and repurchase intention of the customers suggests the following: •the factors of personal values and setting attributes played a direct and positive effect on the customers’ satisfaction levels; •the satisfaction factor had a direct and positive effect on the repurchase intention; •the factors of customers values and setting attributes had no effect on the repurchase intention. According to the consumer’s behavior theory, personal values is a major factor in determining consumer’s behavior, and is used as an effective tool to understand consumer’s psychographic and market segmentation.