Construction of Purchase Intention Indicators for Bed-and-Breakfast

• Main Authors: Zi-Shan Lai, 賴姿珊
• Other Authors: Hsiu-Tyan Chuang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/17374486946335225036

碩士 === 國立臺灣師範大學 === 工業教育學系 === 98 === Compatriots have more and more requirements and demands about tourism as our quality of life raising. Especially in the management of the bed-and-breakfast. According to the literature and interviews in this study, build up the construction in this research. Finding the original factors in purchase intention and to build up purchase intention indicators level structure by the Fuzzy Delphi Method Then using Analytic Hierarchy Process decided the relative weight value, quantified by the expert questionnaire. Finally investigate the survey of consumer attention. The study construction is divided into three levels, after expert questionnaire we can find the first layer contains the “Management”, “Environmental conditions” and “Design features”. The second layer contains nine indicators of “Price”, “Service quality ”, “B & B quality”, “Operating Characteristics” , “Cultural characteristics” , “Tourist attractions” , “Site accessibility”,“ Spatial characteristics” and “Landscape architecture”. The third layer has 53 purchase intentions of factors. After the second phase of the weight of expert questionnaire, all the experts on the second levels have nine indicators, the top three indicators were “B & B Quality”, “service quality”, “site accessibility”; and the “B & B quality”, “site accessibility”, “space characteristics”, were the primary indicators of the indicator group. Finally, the consumer attention of purchase intention factors to the highest level of the top ten were “B & B environment is clean and health”, “Service attitude”, “Room price”,“The safety of building structures”,“Room reservations convenience”, “Clear directions of B & B”, “The privacy of private space”, “The security of B & B roads”, “ Ventilation ” and “ The distance of B & B and the scenic spots”. The institute will construction of purchase intention indicators for Bed-and-Breakfast, the main purpose construction a general rule of purchase intention indicators for consumers and enterprises, provide B & B enterprises propose purchase intention indicators as a reference for sustainable management.