休閒農場遊客滿意對承諾的影響：以轉換成本與替代吸引力爲干擾變項

The Impacts of Visitors' Satisfaction on Commitment of Leisure Farm: Switching Costs and Alternative Attractiveness as Moderators

10.6284/NPUSTHSSR.2009.3(3)8

巫昌陽(Chang-Yang Wu)；顏財發(Tsai-Fa Yen)；蔡淑娟(Shu-Chuan Tsai)

滿意 ； 承諾 ； 轉換成本 ； 替代吸引力 ； satisfaction ； commitment ； switching costs ； alternative attractiveness

人文社會科學研究

3卷3期（2009 / 09 / 01）

158 - 174

繁體中文

本文旨在探討休閒農場遊客所知覺之轉換成本與替代吸引力對情感承諾和持續承諾的影響，以及對滿意與情感承諾關係的干擾。經以高雄及台東的休閒農場遊客為調查對象，共取得365個有效樣本，進行問卷調查。分析結果顯示，量表具有良好的信度與效度，假設模式有效且具有良好的解釋力，滿意、轉換成本及替代吸引力對情感承諾與持續承諾具影響關係，也發現轉換成本會干擾滿意與情感承諾的關係。最後，本文依據分析結果提出理論意涵與管理意涵，並對未來研究提出建議。

This study mainly explored the impacts of perceived switching costs, alternative attractiveness on affective commitment and continuance commitment and their moderated role on satisfaction-affective commitment relations for leisure farm visitors. Visitors of leisure farms in Kaohsiung and Taitong were selected as empirical sample. Totally 365 valid questionnaires were received by questionnaire survey. The results indicated that there is a good reliability and validity in the measurement; the proposed model is valid and has a highly explaining power. The relations among satisfaction, switching costs, alternative attractiveness, affective commitment and continuance commitment are clarified and that switching costs is a moderator of satisfaction- affective commitment relation is also proved. Finally, theoretical implications and managerial implications were proposed, moreover, recommendations for further research were suggested based on the results of our study.

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