熟齡族群對溫泉消費價值與知覺價值之研究

The Study of Consumption Value and Perceived Value of the Mature-Age Customer Hot-Spring

10.6158/JLTIR.200904_4(1).0003

潘豐泉(Feng-Chuan Pan)；徐茂洲(Mao-Chou Hsu)；陳盈伸(Ying-Shen Chen)

溫泉 ； 熟齡族群 ； 消費價值 ； 知覺價值 ； Hot-Spring ； Mature-Age ； Consumption Value ； Perceived Value

休閒暨觀光產業研究

4卷1期（2009 / 04 / 01）

26 - 39

繁體中文

本研究目的1.探討熟齡族群消費者在溫泉區之消費價值。2.探討熟齡族群消費者在溫泉區之知覺價值。3.探討溫泉區熟齡族群消費價值與知覺價值的關係。本研究探討熟齡族群消費者的溫泉消費價值與知覺價值，故採用集群抽樣，並以45歲至64 歲的熟齡族群消費者為研究對象，採用集群抽樣法以屏東市所劃分之行政區進行抽樣。共發出300份問卷，剔除無效樣本問卷50份，獲得有效問卷250份，有效回收率為83.33%。研究結果顯示：（一）不同教育程度之熟齡族群在消費價值上達顯著性差異。（二）不同教育程度與職業之熟齡族群知覺價值上達顯著性差異。（三）消費價值與知覺價值間呈顯著正相關。

This research purpose was: 1. to explore the consumption value of the Mature-age customer Hot-spring. 2. to explore the perceived value of the Mature-age customer Hot-spring. 3. to explore the relationship between the consumption and perceived value of the Mature-age customer Hot-spring. This research was to study the perceived value and customer value of the mature-aged Hot-Spring. Running with cluster analysis, this survey was to take the mature-aged consumers of 45 to 64 years old from the administrative area that the Ping-Tung City divide the line as example, while, total 300 questionnaires were administered and questionnaires were 50 invalid; finally 250 valid questionnaires were acquired. The effective rate reported 83.33%. Significant difference in matured-aged from various education degree in consumption value. Significant difference in matured-aged from various education degree and occupation in perceived value. Consumption and perceived value had positive significance correlation.

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