在運動觀光概念下探討觀光網站對深度休閒者人格特質與網站忠誠度之影響

To Explore the Influences of Tourism Website on Serious Leisure Quality and Website Loyalty Based on Sports Tourism Concept

10.6130/JORS.2011.24(4)4

周鈺和(Yu-Ho Chou)

運動觀光 ； 網站顧客價值 ； 網站服務品質 ； 深度休閒者人格特質 ； 網站忠誠度 ； Sports tourism ； Website customer value ； Website service quality ； Serious leisure quality ； Website loyalty

戶外遊憩研究

24卷4期（2011 / 12 / 01）

89 - 116

繁體中文

由相關的文獻探討，本研究發現過去的實證研究較少議題著墨於探索觀光網站與深度休閒之間的因果影響。此外，隨著經濟的繁榮再加上週休二日的實施，使得國人休閒時間越來越多，促使以運動觀光為旅遊目的之愛好者有逐年增加的趨勢。上述諸原因觸發本研究探討的動機，本研究在運動觀光的概念下以觀光網站與深度休閒為研究主軸，建構以觀光網站的顧客價值與服務品質為前因變項，深度休閒者人格特質為中介變項，並以網站忠誠度為結果變項之因果整合模式，利用結構方程模型來探討這些變項之間的交互影響關係。研究對象為在新北市北海岸地區深度喜愛騎自行車者，進行問卷調查共獲得有效問卷468份。經由參數估計加以分析，結果顯示網站顧客價值與服務品質皆對網站忠誠度有正向顯著影響，路徑係數值分別為0.37與0.32；網站顧客價值與服務品質對深度休閒者人格特質有正向顯著影響，路徑係數值分別為0.57與0.42；深度休閒者人格特質對網站忠誠度亦有正向顯著影響，路徑係數值為0.63。本研究進一步分析發現，雖然網站顧客價值與網站服務品質對網站忠誠度會有顯著的直接影響，但是這兩個構面若能經由影響深度休閒者人格特質，則對網站忠誠度的整體影響度會有很明顯的提升效果，尤其以網站顧客價值所獲得的增進效益最高。由此可知，深度休閒者的人格特質在本研究之因果整合模式中，確具中介變項的效果。

In a review of literatures, only a few past studies were to explore the cause-effect influences between tourism-website and serious-leisure. Furthermore, leisure time for people is getting more and more due to economical prosperous and the policy of Two-days-off in a week. Thus, there is a tendency toward taking the sports tourism as the traveling goal for traveling activists. The above reasons urged the motive of this study to examine the relationship between tourism-website and serious-leisure base on the sports tourism concept. The two variables customer-value and service-quality of tourism-website were taken as antecedents, the variable serious-leisure-quality was taken as mediated variable, and the variable website-loyalty was taken as effect variable in the cause-effect model of this study, and their relationships were subjected to testing by the structural equation modeling (SEM). In this study, the participants were bicyclists with serious-leisure-quality and were recruited from the north coast of New Taipei City. A total of 468 valid questionnaires were collected for analysis. The findings of this study indicated that website-customer-value and website-service-quality had positive effects on website-loyalty and the path coefficient were 0.37 and 0.32; customer-value and service-quality of website had positive effects on serious-leisure-quality and the path coefficient were 0.57 and 0.42; and serious-leisure-quality had positive effects on website-loyalty and the path coefficient was 0.63. Although the results indicated that website's customervalue and service-quality both would have the significantly directly influence on the website-loyalty, then the two variables could have even more pronounced influence on website-loyalty via improving the effects on serious-leisure-quality. Thus it may be known the serious-leisure-quality was the mediator in the causeeffect model of this study.

1. 吳奇為、劉忠陽、徐也翔(2008)。新聞網站服務品質及品牌形象之研究。資訊社會研究，15(1)，153-180。
   連結：
2. 林珊如(2005)。深度休閒與資訊行為研究。圖書資訊學刊，3(1/2)，15-22。
   連結：
3. 張孝銘、潘振豪(2009)。大型重型機車騎士深度休閒、遊憩專業化、參與報酬、對運動觀光參與行為影響之研究。運動休閒管理學報，6(2)，20-34。
   連結：
4. 張孝銘、潘振豪(2009)。大型重型機車騎士深度休閒、遊憩專業化、參與報酬、對運動觀光參與行為影響之研究。運動休閒管理學報，6(2)，20-34。
   連結：
5. 張淑青(2010)。探索生態旅遊行為意圖的影響因素─遊客創新、風險知覺、興趣、涉入與支持度的關係。戶外遊憩研究，23(2)，53-77。
   連結：
6. 張淑青(2010)。探索生態旅遊行為意圖的影響因素─遊客創新、風險知覺、興趣、涉入與支持度的關係。戶外遊憩研究，23(2)，53-77。
   連結：
7. 陳寬裕(2008)。消費情境、等候經驗、價格與消費者行為意象關係之研究─以古坑華山地區景觀咖啡廳為例。戶外遊憩研究，21(1)，51-81。
   連結：
8. 陳寬裕、歐典灝、歐人豪(2009)。認真休閒特質與幸福感之研究：兼論配偶支持的干擾效果。觀光休閒學報，15(2)，113-140。
   連結：
9. 劉照金、周麗華、莊哲仁(2006)。運動觀光客參與動機、活動類型與經驗性質之研究─以恆春半島觀光旅遊地區為例。體育學報，39(4)，149-162。
   連結：
10. 劉照金、張家銘、劉一慧、黃靖淑(2005)。不同類型運董觀光參與者的旅遊動機、期望、滿意度及其觀光特性之比較研究。運動休閒管理學報，2(2)，24-36。
    連結：
11. Barnes, J. G.(2000).Secrets of customer relationship management: It's all about how you make them feel.New York:McGraw-Hill Inc..
12. Barnes, S. J.,Vidgen, R. T.(2002).An integrative approach to the assessment of e-commerce quality.Journal of Electronic Commerce Research,3(3),114-127.
13. Bressolles, G.,Nantel, J.(2008).The measurement of electronic service quality: Improvements and application.International Journal of E-Business Research,4(3),1-16.
14. Chang, J.(2009).Taiwanese tourists' perceptions of service quality on outbound guided package tours: A qualitative examination of the SERVQUAL dimensions.Journal of Vacation Marketing,15(2),165-178.
15. Chang, T.,Lee, J.,Chen, R.(2008).The effects of customer value on loyalty and profits in a dynamic competitive market.Computational Economics,32(3),317-339.
16. Gibson, H.(2003).Sport tourism: An introduction to the special issue.Journal of Sport Management,17(3),205-213.
17. Gibson, H.,Willming, C.,Holdnak, A.(2002).We're Gators... not just Gator fans: Serious leisure and university of Florida football.Journal of Leisure Research,34(4),397-425.
18. Gould, J.,Moore, D.,McGuire, F.,Stebbins, R.(2008).Development of the serious leisure inventory and measure.Journal of Leisure Research,40(1),47-68.
19. Hartel, J.(2003).The serious leisure frontier in library and information science: Hobby domains.Knowledge Organization,30(3/4),228-238.
20. Hennig-Thurau, T.,Gwinner, K. P.,Gremler, D. D.(2002).Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality.Journal of Service Research,4(3),230-247.
21. Hennig-Thurau, T.,Gwinner, K. P.,Gremler, D. D.,Paul, M.(2005).Managing service relationships in a global economy: Exploring the impact of national culture in the relevance of customer relational benefits for gaining loyal customers.Research on International Service Marketing,15(1),11-31.
22. Herington, C.,Weaven, S.(2007).Can banks improve customer relationships with high quality online services?.Managing Service Quality,17(4),404-427.
23. Heung, V.(2008).Effects of tour leader's service quality on agency's reputation and customers' word-of-mouth.Journal of Vacation Marketing,14(4),305-315.
24. Jones, T. O.,Sasser, W. E.(1995).Why satisfied customers defect.Harvard Business Review,73(6),88-99.
25. Kaiser, H. F.(1974).An index of factorial simplicity.Psychometrika,39(1),31-36.
26. Koh, J.,Kim, Y. G.,Butler, B.,Bock, G. W.(2007).Encouraging participation in virtual communities.Communications of the ACM,50(2),69-73.
27. Kotler, P.,Armstrong, G.(1994).Principles of Marketing.Englewood Cliffs, NJ:Prentice-Hall.
28. Kvist, A.,Klefsjo, B.(2006).Which service quality dimensions are important in inbound tourism: A case study in a peripheral location.Managing Service Quality,15(5),520-537.
29. Laverie, D. A.,Arnett, D. B.(2000).Factors affecting fan attendance: The influence if identity salience and satisfaction.Journal of Leisure Research,32(2),225-246.
30. Liew, C.(2008).Strategic integration of knowledge management and customer relationship management.Journal of Knowledge Management,12(4),131-146.
31. McKnight, S.(2008).Are there common academic library customer values?.Library Management,29(6),600-620.
32. Nunnally, J. C.(1978).Psychometric theory.New York:McGraw-Hill.
33. Oliver, R. L.(1999).Whence consumer loyalty.The Journal of Marketing,63(4),33-44.
34. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A conceptual model of service quality and its implications for future research.Journal of Marketing,49(3),41-50.
35. Parasuraman, A.,Zeithaml, V. A.,Malhotra, A.(2005).E-S-QUAL: A multiple-Item scale for assessing electronic service quality.Journal of Service Research,7(3),213-233.
36. Park, C. W.,Bernard, J. J.,Deborah, J. M.(1986).Strategic brand concept-image management.Journal of Marketing,50(1),135-145.
37. Raich, M.(2008).Basic values and objectives regarding money: Implications for the management of customer relationships.The International Journal of Bank Marketing,26(1),25-41.
38. Ratnasingam, P.(2008).The impact of e-commerce customer relationship management in business-to-consumer e-commerce.Journal of Electronic Commerce in Organizations,6(4),30-46.
39. Ridings, C. M.,Gefen, D.,Arinze, B.(2002).Some antecedents and effects of trust in virtual communities.Journal of Strategic Information Systems,11(1),271-295.
40. Ruiqi, Z.,Adrian, P.(2009).Using servqual to measure the service quality of travel agents in Guangzhou, South China.Journal of Services Research,9(1),87-107.
41. Saastamoinen, J.(2009).Returns on reputation in retail e-commerce.Journal of Electronic Commerce Research,10(4),196-219.
42. Sahadev, S.,Puran, K.(2008).Modelling the consequences of e-service quality.Marketing Intelligence & Planning,26(6),605-620.
43. Savolainen, R.(1995).Everyday life information seeking: Approaching information seeking in the context of way of life.Library & Information Science Research,17(3),259-294.
44. Selnes, F.(1993).An examination of the effect of product performance on brand reputation, satisfaction and loyalty.European Journal of Marketing,27(9),19-35.
45. Sirdeshmukh, D.,Singh J.,Sabol, B.(2002).Consumer trust, value, and loyalty in relational exchanges.Journal of Marketing,66(1),15-37.
46. Smith, B.(1998).Buyer-seller relationships: Bonds, relationship management, and sex-type.Canadian Journal of Administrative Sciences,15(1),76-92.
47. Stan, S.,Evans, K.,Wood, C.,Stinson, J.(2008).Segment differences in the asymmetric effects of service quality on business customer relationships.The Journal of Services Marketing,21(5),358-369.
48. Stebbins, R. A.(1982).Serious leisure: A conceptual statement.Pacific Sociological Review,25(2),251-272.
49. Stebbins, R. A.(1997).Identity and cultural tourism.Annals of Tourism Research,24(2),450-452.
50. Stebbins, R. A.(2001).New directions in the theory and research of serious leisure.Lewiston, Maine:Edwin Mellen Press.
51. Stebbins, R. A.(1992).Hobbies as marginal leisure: The case barbershop singers.Society and Leisure,15,375-386.
52. Stockdale, R.(2007).Managing customer relationships in the self-service environment of e-tourism.Journal of Vacation Marketing,13(3),205-219.
53. Swaid, S.,Wigan, R.(2009).Measuring the quality of e-service: Scale development and initial validation.Journal of Electronic Commerce Research,10(1),13-28.
54. Thao, H.,Swierczek, F.(2008).Internet use, customer relationships and loyalty in the Vietnamese travel industry.Asia Pacific Journal of Marketing and Logistics,20(2),190-210.
55. Tumer, J.(2008).System optimization, human nature, customer value.Allied Academies International Conference, Academy of Marketing Studies Proceeding,13(2),13-18.
56. Walczak, S.,Gregg, D.(2009).Factors influencing corporate online identity: A new paradigm.Journal of Theoretical and Applied Electronic Commerce Research,4(3),17-29.
57. Wang, Y.,Fesenmaier, D. R.(2004).Modeling participation in an online travel community.Journal of Travel Research,42(3),261-270.
58. Woodruff, R. B.(1997).Customer value: The next source form competitive advantage.Journal of Academy of Marketing Science,25(2),139-153.
59. Yang, Z.,Jun, M.(2009).Consumer perception of e-service quality: From internet purchaser and non-purchaser perspectives.Journal of Business Strategies,25(2),59-84.
60. Yang, Z.,Peterson, R. T.(2004).Customer perceived value, satisfaction and loyalty: The role of switching costs.Psychology and Marketing,21(10),799-822.
61. Yen, H. R.,Gwinner, K. P.(2003).Internet retail customer loyalty: the mediating role of relational benefits.International Journal of Service Industry Management,14(5),483-500.
62. Zeithaml, V. A.,Parasuraman, A.,Malhotra, A.(2002).Service quality delivery through web sites: A critical review of extant knowledge.Journal of the Academy of Marketing,30(4),362-375.
63. 吳明隆(2007)。結構方程模式AMOS的操作與應用。台北:五南圖書出版公司。
64. 周鈺和、李恩澤(2010)。利用路徑分析法探討旅遊網站如何提升顧客忠誠度。資訊管理展望，12(1)，87-112。
65. 林震岩(2006)。多變量分析：SPSS的操作與應用。台北:智勝文化。
66. 高俊雄(2009)。運動休閒管理。台北:華都文化事業有限公司。
67. 陳寬裕(2010)。結構方程模型分析實務AMOS的運用。台北:五南圖書出版公司。

1. 高瑞鍾、高瑞新、何月妃(2013)。海域遊憩產業顧客之休閒體驗與休閒滿意關係之研究—顧客參與中介角色之探討。觀光休閒學報，19(2)，151-177。
2. 羅旭壯、盧瑞山(2013)。以小博大－臺灣馬拉松賽會活動開拓重遊市場之探討。嘉大體育健康休閒期刊，12(3)，285-292。
3. 蘇維杉、顏君彰、徐茂洲(2015)。運動觀光論文應用結構方程模型之研究。運動休閒管理學報，12(1)，37-56。
4. 謝育芬,劉仲矩(2018)。手機使用者人格特質與品牌忠誠度關聯之研究：探討使用動機的干擾效果。Electronic Commerce Studies，16(1)，27-58。
5. 周鈺和(2013)。探討深度休閒特質對旅遊行為意圖之影響─旅遊部落格認知功能與目的地意象之中介效果。戶外遊憩研究，26(4)，57-82。