| 摘要: | 近年來，休閒與遊憩生活品質，高度被國人重視，已經成為國人日常生活極為重要的一部份。本研究以20 歲以上的官邸兒童館遊客為對象，分析體驗價值、滿意度與重遊意願的影響與相關情形，並與遊客背景特性做差異比較，使用量化研究方式進行調查，研究工具包括體驗價值量表、滿意度量表、重遊意願量表與遊客背景特性問卷，採取便利抽樣，共計回收305 份有效問卷。並以統計方法SPSS Windows 18.0進行分析，研究發現：一、 遊客主要為女性、已婚，年齡層為30-39歲，教育程度多為大學，職業多為軍公教人員，平均月收入是3到5萬。停留時間多為1 至2 小時，參觀其他兒童館次數多為3次以上，同行夥伴以家人、親戚為主，多數曾經來過，參觀的動機中，以放鬆紓壓為主。二、 以增廣見聞為參觀動機的遊客在體驗價值上呈顯著差異；從事服務業的遊客和以增廣見聞為參觀動機的遊客在滿意度上呈顯著差異；月收入3萬到5萬、參觀其他兒童館 3次以上、停留1到2小時、參觀動機為增廣見聞和人際交流在重遊意願上呈現顯著差異。三、 體驗價值、滿意度對重遊意願有影響，且滿意度具部分中介效果。四、 遊客背景特性、體驗價值及滿意度對重遊意願有良好的解釋力。
The quality of leisure and recreation of people in Taiwan is highly emphasized in recent years. As a result, the leisure experience have become a very important part of people’s lives.The purpose of this study was to know the demographics and purchasing behavior of Childen Club of the residence Douliou consumers; moreover, to learn the effect from different participants on experiential value,satisfaction, and revisit Intention .This study aimed at consumers above 20 year-old as participants,which used questionnaire of experiential value, satisfaction, and revisit Intention measurement as study tool to collect 305 valid data by using convenience sampling. SPSS Windows 18.0 was used to analyze the data. The results followed:1. Most of the consumers were female, married, college educated , above 30-39 years old and mainly earned 30,001-50,000NT ,worked in government system. The time they stayed 1-2 hours, Visited other children club for more than three times the highest number, with their family and relatives, in the majority had been there and motivation to visit in order to relax relieve pressure mainly. 2. To broaden their horizons motive for visiting tourists were differences in the experience value. Tourists in the service industry and visit motivation had difference on satisfaction, and monthly income30000-50000 NT, visit other children's club number for more than three times the highest number, visit hours for 1-2 hours and visit motivation difference on revisit intention.Broaden their horizons and interpersonal presented were differences in revisit intention.3. Experiential value, satisfaction, and revisit intention had a positive influence on satisfaction, which has a partial mediating effect.4. Consumers’ demographics and behavior, experiential value, satisfaction, and revisit intention had a good explanatory power . |
