休閒農場遊客參與動機、體驗、知覺價值及滿意度關係之探討

Investigation of Relationship Between Tourists' Motivation Experience ,Perceived Value and Satisfaction on Leisure Farms

高小芳(Hsiao-Fang Koa)；詹其樺(Ci-Hua Chan)；鍾志強(Chih-Chiang Chung)

休閒農場 ； 動機 ； 體驗 ； 知覺價值 ； 滿意度 ； Leisure Farm ； Mmotivation ； Experience ； Perceived value ； Satisfaction

輔仁大學體育學刊

17期（2018 / 07 / 31）

53 - 69

繁體中文

本研究目的旨在了解休閒農場遊客動機、體驗、知覺價值及滿意度的關係。研究採用結構方程模式，呈現出休閒農場遊客的影響情形。研究共發出400份問卷，回收有效問卷380份。研究發展出動機、體驗、知覺價值及滿意度四個問卷作為研究工具，以次數分配、因素分析及結構方程模式等統計方法進行分析。研究結果顯示：1.動機對體驗有顯著影響；2.體驗對知覺價值有顯著影響；3.體驗對滿意度有顯著影響；4.知覺價值對滿意度有顯著影響；5.動機對知覺價值無顯著影響；6.動機對滿意度無顯著影響。

The purpose of this study is to investigate the relationship leisure farm visitor's motivation, experience, perceived value and satisfaction. Structural equation model was used as the method to analyze the effect and intensity of motivation, experience, perceived value and satisfaction. 400 questionnaires were distributed to the research subject, and 380 were retrieved as valid samples. The questionnaire was designed with 4 parts which were motivation, experience, perceived value and satisfaction., and the collected data was analyzed by frequency, factor analysis, and structural equation model. This research has found that: (1) The motivation has a significant positive effect on experience. (2) The experience has a significant positive effect on perceived value. (3) The experience has a significant positive effect on satisfaction. (4) The perceived value has a significant positive effect on satisfaction. (5) The motivation has no significant effect on perceived value. (6) The motivation has no significant effect on satisfaction.

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