白蘭氏健康博物館參觀品質、滿意度與參觀效益之關係－以遊客特性為干擾變數

An Examination of the Relationship between Viewing Quality, Satisfaction, and Viewing Benefit on Brand's Health Museum: Investigating the Moderating Effect of Tourists Characteristics

10.6338/JDA.201302_8(1).0006

李君如(Chun-Ju Li)

觀光工廠 ； 滿意度 ； 忠誠度 ； 結構方程模型 ； factory tour ； satisfaction ； loyalty ； structural equation modeling

Journal of Data Analysis

8卷1期（2013 / 02 / 01）

85 - 108

繁體中文

由於經濟結構的變遷，許多製造業開始轉型為觀光工廠，企圖透過不同於以往的服務與行銷方式創造新的價值，而工廠開放參觀究竟帶來何效益？是否會因遊客特性的不同而有所差異？此即為本研究所關注之焦點。研究以位於彰濱工業區的白蘭氏健康博物館為對象，進行600份有效問卷分析，以遊客對保健食品的使用習慣、使用交通工具別及是否有花費做為干擾變數，探討參觀品質、滿意度與參觀效益之關係模式。研究發現：1.自行開車者之參觀品質對保健食品認知的影響，滿意度扮演部分中介角色，搭乘遊覽車者之滿意度則不具中介作用；2.在館內有花費者，滿意度對保健食品認知、保健食品行為意向、白蘭氏產品行為意向、及品牌印象所造成之間接效果均略高於未花費者，但未達顯著差異；3.有固定食用習慣者，滿意度對保健食品行為意向及白蘭氏產品行為意向所造成之間接效果均顯著低於其他。

Since the transition of economic structure in Taiwan, many conventional industries are transforming into tourism factories in order to create the new value through different service and marketing styles from the past. The current study concerns what kind of benefit appears after the factories open for visiting and whether it shows diversities by different tourists' characteristics or not. Taking Brand's Health Museum in Changhua coastal industrial park as the research subject, a total of 600 effective questionnaires were analyzed to discuss the relationship model among viewing quality, satisfaction, and viewing benefit. Tourists' customs of taking healthy food, choices of transportation, and condition of expending were taken as moderators. The findings of research as below: 1. As to the impact of viewing benefit to the concept of healthy food, satisfaction from tourists who visit the factory by driving plays part of moderator; however, satisfaction from tourists who visit the factory by tour bus does not contain mediating effects. 2. Satisfaction, which is from tourists who do shopping in the factory, towards concept of healthy food, behavior intention of healthy food, behavior intention of Brand's products, and brand impression cause higher mediating effects than satisfaction from tourists who do not spend in the factory, but it does not have significance difference. 3. Satisfaction, which is from tourists who keep customs of taking healthy food, towards behavior intention of healthy food and behavior intention of Brand's products cause lower mediating effects than other.

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