膠囊旅館的情境氣氛與環境因素對於消費者付費意願之影響

The Influence of the Situational and Environmental Factors of the Capsule Hotel on Consumers' Willingness to Pay

林沙莎(Sha Sha Lin)；林裕峰(Yu-Fong Lin)

膠囊旅館 ； 情境氣氛因素 ； 環境因素 ； 付費意願 ； capsule hotel ； situational factor ； environmental factor ； willingness to pay

設計研究學報

12期（2019 / 10 / 01）

81 - 93

繁體中文

近年來，隨著旅遊業的發展，旅館的空間設計也在不斷的革新，膠囊旅館以其獨特的設計型態與經濟實惠的特性成了許多旅客旅行時居住的選擇之一。然而，關於膠囊旅館的睡眠艙這一主要睡眠空間的設計特性如何影響消費者的喜好之研究卻非常少見。因此，本研究主要是藉由消費者的角度與特質，去探討膠囊旅館睡眠艙的情境氣氛因素與環境因素，對於消費者付費意願之影響，藉此了解二者的關係為何。根據研究結果發現，教育程度在高中與博士的受測者，比教育程度在大學的受測者對於膠囊旅館的付費意願更高。在膠囊旅館的情境氣氛因素與環境因素，受測者對於裝潢因素的認同感最高，燈光與輪廓因素次之，最後為環境因素尺寸與地理位置。而在統計回歸的分析中發現，相較情境氣氛因素中的裝潢和燈光與輪廓，環境因素尺寸與地理位置與付費意願的相關關係最強。因此，膠囊旅館在建造設計之初，應該著重在地點選擇的問題，以便於在消費者行程延誤時為其提供住宿的選擇，同時年青族群也需要依賴便捷的大眾交通工具抵達膠囊旅館。而有關膠囊旅館睡眠艙的問題，在睡眠艙的尺寸上，也建議適當增加艙體內部空間，或通過設計的手法使艙體內部更為寬敞，以期提高消費者入住的舒適感與付費意願。

In recent years, with the development of tourism, the spatial design of the hotel has been continuously innovated. With its unique design and economical features, the capsule hotel has become one of the choices for many travelers to travel. However, research on how the design characteristics of the capsule's sleeping cabin affects consumer preferences is rare. Therefore, this study mainly explores the situational factors and environmental factors of the capsule hotel's sleeping cabin by the perspective and characteristics of the consumer, and understands the relationship between consumers' willingness to pay. According to the results of the study, it is found that those who are educated in high school and doctoral degree are more willing to pay for capsule hotels than those who are educated at the university. In the situational and environmental factors of the capsule hotel, the subject has the highest recognition of the ＂decoration＂ factor, followed by the ＂light and contour＂ factor, and finally the environmental factor ＂size and location＂. In the analysis of statistical regression, it is found that the environmental factors ＂size and geographical location＂ and ＂paying willingness＂ have the strongest correlation, comparing with the ＂decoration＂ and ＂lighting and contouring＂ in the contextual factors. Therefore, at the beginning of the construction of the capsule hotel, it should focus on the choice of location, so as to provide accommodation choices when the consumer's itinerary is delayed, and the young people also need to rely on convenient public transportation to reach the capsule hotel. Regarding the problem of the sleeping cabin of the capsule hotel, it is also recommended to enlarge the interior space by design methods, in order to improve the consumers' comfort and willingness to pay.

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