Publication:

溫泉意象、消費情境與涉入程度對消費者行為之研究– 以台中關溫泉地區為例

台灣具有蘊存豐富、多種類型的溫泉資源，本研究目的以探討台中縣谷關溫泉地區消費者之溫泉意象、消費情境及涉入程度三者是否會影響其消費者行為，最後提出行銷策略相關建議，供溫泉業者為參考。

鑑於此，本文以溫泉意象、消費情境及人口統計變項作為自變項；涉入程度為中介變項;消費者行為為應變項；研究對象為台中縣谷關溫泉地區溫泉之消費者作為研究對象，共發出400份問卷，經統計分析，得到以下結論：

一、消費者的溫泉意象、消費情境二者對消費者行為均產生顯著性影響。

二、消費者的溫泉意象、消費情境二者對涉入程度均產生顯著性影響。

三、消費者的涉入程度對消費者行為會產生顯著性影響。

四、消費者的涉入程度對溫泉意象、消費情境及消費者行為具有中介性效果。

There were plenty of various hot spring resources in Taiwan. This aim of the research was to investigate whether the hot spring images, consumption situation and involvement would affect the consumers’ behaviors in Kukuan in Taichung, and then provide suggestions on marketing strategy for the hot spring industry.

The independent variables of this study included hot spring images and demographic variables. Involvement served as mediating variable, and information of hot spring hotels is the dependent variable. An empirical study was conducted to test the model by selecting the consumers who have been to hot spring hotels in Kukuan. Total 300 confirmatory surveys were sent out. To test the hypotheses, a great number of statistic analysis methods were used. Through the statistic analysis, the following findings were conducted:

1. There is a significant impact of hot spring images and consumption situation involvement on consumers’ behaviors.

2. There is a significant impact of hot spring images and consumers’behaviors Involvement on consumption situation.

3. There is a significant impact of Involvement on consumers’behaviors.

4. Involvement serves as mediating variable between impact of hot spring images,consumption situation and consumers’ behaviors.