遊客多構面知覺價值、整體顧客價值與後續行為意圖的關係－年齡的干擾效果

The Relationships among Visitors' Multi-dimensional Perceived Value, Overall Customer Value and Behavioral Intentions: The Moderating Effects of Age

張淑青(Su-Ching Chang)；鍾育明(Yu-Ming Chung)

知覺價值 ； 整體顧客價值 ； 行為意圖 ； perceived value ； overall customer value ； behavioral intentions

企業管理學報

67期（2005 / 12 / 01）

105 - 136

繁體中文

由於澎湖觀光相關產業正面臨嚴厲的競爭，因此有必要探索遊客未來的重遊與推薦意願，作為澎湖觀光旅遊發展的依據。本研究目的旨在由「價值基礎途徑」的觀點來探討遊客在觀光旅遊服務交易過程中「得」項（即旅遊品質）與「給」項（即支付價格）之問的權衡，以到訪澎湖的遊客為研究樣本，建構線性迴歸模式，並使用問卷調查法來探討觀光旅遊知覺價值、整體顧客價值與行為意圖之間的影響關係及遊客年齡的干擾效果。研究發現觀光旅遊知覺價值對整體顧客價值有顯著正向影響，整體顧客價值對行為意圖亦有顯著正向影響，且驗證遊客年齡的干擾效果，研究結果提供觀光旅遊相關業者作為市場區隔的策略性參考。

Because of the tourism industry is facing with severe competition, therefore, it is necessary to explore the visitors' intentions of re-visit and recommendation for tourism development in Penghu. The purpose of this study was to adopt the viewpoints of value-based approach for discussing about the trade-off what the visitors' ”get” (travel quality) and what the visitors' ”give” (pay for the travel price) in tourism service. The visitors in Penghu were selected as study samples; the linear regression models have been constructed and the questionnaire method was used to explore the relationships among the perceived value, overall customer value and behavioral intentions, the moderating effects of visitors' age was discussed as well. The findings indicate the perceived value has significant positive effect on overall customer value and overall customer value has significant positive effect on behavioral intentions, the moderating effects of visitors' age has been tested. On the basis of the research results, the ample and concrete managerial suggestions and segmentation strategy are offered for related tourism industry.

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