知覺風險影響消費者選擇國內五星級飯店 消費行為之研究—以大台北地區居民為例

Abstract

根據主計處統計近年來國人每戶可支配所得逐年提高，連帶影響國人對生活品質的要求也日漸提升，外出旅遊風氣盛行、台灣觀光業蓬勃發展，五星級飯店業的觀光產業一躍成為各國重視的明星產業。 然而市場上五星級飯店淋漓，飯店經營日趨多角化，使得消費者在進行活動時，所採取的行動多少會產生無法預期的結果，而此種無法預期的不確定感正是所謂的知覺風險。因此本究將探討消費者消費五星級飯店的知覺風險對消費意願之影響性，藉此了解消費者對五星級飯店之消費意願。 本研究以網路問卷進行資料蒐集，並藉由五星級飯店之消費動機、資訊來源、旅館屬性、知覺風險及消費意願等變數對興廢行為家之描述。本研究採用因素分析、卡方檢定、變異數分析、回歸分析等統計方法對樣本進行資料分析。 研究結果顯示，五星級飯店之消費者無論是在消費動機、資訊來源、旅館屬性、知覺風險及消費意願上皆有顯著差異。另外，知覺風險中的績效風險、心理風險對於消費意願有顯著的負向影響，其中，以知覺風險中的績效風險的影響力最大，其次為心理風險。 最後依據研究結果提出行銷建議，以提供爾後學術界之研究及五星級飯店業者擬定其經營策略之參考。

Recently, the household disposable income in Taiwan has increased annually in accordance with accounting and statistics, which pushes up the more desired demand of living quality. The tourism has grown so rapid that it's five -star hotel grab much attention around the world However, more and more five-star hotel’s management undergo a multidimensional operation, and make consumers get some unpredictable results in doing their activities, and this unexpected uncertainty is exactly the perceived risk. Therefore, this study will explore the key factors which affect consumers’ purchase behavior and have the influence of perceived risk on consumers’ consumption intentions. This study uses online questionnaires to collect data. There are five variables to describe the characteristics and behaviors of consumers: purchase motives, sources of information, hotel attributes, perceived risk and purchase intentions variables. Factor analysis, Chi-Square Test, One Way ANOVA analysis and Regression analysis will be used in this study. The results of the study are as following. The consumers are significantly different in purchase motives, sources of information, hotel attributes, perceived risk and purchase intentions variables. The performance risk and psychological risk have significantly negative effets on consumers’ consumption intensions. Moreover, the most influential risk of perceived risk is performance risk, then psychological risk. Finally, this article provides some marketing recommendations for future research.