| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 99 === With the evolution of tourism, the hotel functions are diversification. In Taiwan, the Motel has become a special social and cultural phenomenon. If we can understand the feelings of consumers then to enhance their consumption behavior is a topic worth exploring.
The method was use convenience sampling to survey the consumer in Yun-lin area motel and sent out 800 questionnaires altogether, acquired 225 effective questionnaires.
The purpose is investigate the relationship of image on behavioral intentions. It’s also to confirm the mediators of service quality and perceived risk. And data were analyzed by using descriptive statistics, exploratory factor analysis, t-test, correlation analysis, one-way ANOVA, scheff’s method, validity analysis and linear structural equation modeling were used for data processing. The results are as follows：
a.The consumer mostly 21-30 years old, mostly female; consumption characteristics mostly in 2-4 times; partners to come with their boyfriend and girlfriend.
b. The consumer in the image of the background variables were not significantly different; in part of the service quality, perceived risk and behavioral intentions in tourism background variables on the significant differences;
c.Image had significant positive effect on service quality; image had no significant effect on perceived risk; image had no significant effect on behavioral intentions; service quality had significant positive effect on behavioral intentions; perceived risk had significant positive effect on behavioral intentions. The results showed that service quality is the mediator of the cause-effect model. The results of this study would managed according to the meaning of the proposal.
|
|---|
