The Effect of Customer’s Life Style, Perceived Risk and Perceived Value on the Repurchase Intention —Case studies of Motels in Kaohusiungand Pingtung Areas

• Main Authors: Su-Yueh Cheng, 鄭淑月
• Other Authors: Hsing-Chau Tseng
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/nh9r53

碩士 === 長榮大學 === 經營管理研究所 === 94 === As the time passing, the consumptive style for the people is changed with the economic development rise. Meanwhile, consumers are becoming to ask the high quality and also to pursue the sensual joy for the services. Thus, a new services oriented industry is being developed in Taiwan, which is「Exquisite Motel」. Because the competitors increase increasingly and also compete to each other bitterly, if we have more accurate information to understand consumer’s needs, value and the consciousness of the risk in order to cater to their tastes and decrease the unsafe feeling, then these will become the important topics for Motel owners. In this research, there were 227 effective questionnaires returned among 700 questionnaires distributed to the seven Motels within Pingtung and Kaohsiung area. The data were analyzed by a variety of statistical methods, such as descriptive statistic, factor analysis, reliability analysis, regression analysis, LISREL, t-test and ANOVA, etc. The conclusions of this research are： 1. The hypothesis that the customers’ life styles have significant effect on the perceived risk, perceived value and repurchase intention is partially supported. 2. The hypothesis that about the construct of customers’ perceived risk, only one of the factors 「Financial Risk」has significant negative effect on the perceived value and repurchase intention. However, the construct of consciousness risk has significant positive effect on the construct of perceived value, and has significant negative effect on repurchase intention. 3. The hypothesis that the customers’ perceived value has significant positive effect on repurchase intention. 4. The hypothesis that there are outstanding differences of customer characteristics on the life styles perceived risk, perceived value and repurchase intention is partially supported. 5. The fitness of this relationship is good. Finally, this summary takes the deep discussion with the conclusions and management implications of this research, and presents the concrete contributions and suggestions that can be referenced.