| Summary: | 碩士 === 大葉大學 === 觀光餐旅碩士在職學位學程 === 103 === The object of this research is to discuss the relationships among customers' lodging motivation, lodging experience and the electronic word-of-mouth, which is based on the investigation of Airbnb users. Moreover, the study will also comprehend the differences in the lodging motivation, lodging experience and the electronic word-of-mouth for the customers with different demographic variables.
Questionnaire was the tool in this research, and Likert five-point scale was used for measurement. The survey respondents were those who had used Airbnb to book lodging. Using convenience sampling, And 388 valid questionnaires were retrieved. The statistical methods included descriptive statistical, t test analysis, one-way ANOVA, Pearson product-moment correlation, regression analysis.
The major findings of this study were summarized as follows. First, the different marital status, the number of children, the number of travelling companion, and the number of staying days have significant difference in the lodging motivation. Second, the different gender, martial status, the number of children, incomes, the number of travelling companion and the number of staying days have significant difference in the lodging experience. Third, the different gender, education, incomes, the number of travelling companion and the number of staying days have significant difference in the electronic word-of-mouth. Fourth, the lodging motivation and the lodging experience have significant positive correlation. Fifth, the lodging experience and the electronic word-of-mouth have significant positive correlation. Sixth, the electronic word-of-mouth and the lodging experience have significant positive correlation. Seventh, the B&B feature, fresh experience and lodging effectiveness in the lodging motivation have significant prediction on the lodging experience. Eighth, the sensory experience, emotional experience and action experience in the lodging experience have significant prediction on the electronic word-of-mouth. Ninth, the word-of-mouth spread and reliability in the electronic word-of-mouth have significant prediction on the lodging motivation.
In summary, the first option for the Airbnb customers is lodging effectiveness. Meanwhile, the experience of marketing is helpful to improve the electronic word-of-mouth. The most incentive of lodging motivation to the Airbnb customers is electronic word-of-mouth. Finally, hoping the results of the study can provide the Airbnb hosts as references for management and realizing the consumer behavior.
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