Publication:

溫泉意象、涉入程度與資訊搜尋之相關研究-以廬山溫泉地區為例

本研究旨在探討廬山溫泉地區消費者之溫泉意象、涉入程度及本身的消費者特性三者是否與溫泉旅館資訊搜尋有相關性影響，以供溫泉業者提出吸引遊客前往消費之依據，作為行銷策略的參考。鑑於此，本文以溫泉意象、涉入程度及消費者特性作為自變項，涉入程度為中介變項，而溫泉旅館資訊種類為應變項；並以南投縣廬山溫泉地區之消費者作為研究對象，共發出324份問卷。經統計分析，得到以下結論：

一、不同年齡與教育程度的消費者，在旅遊氛圍的溫泉意象中有顯著差異；不同教育程度與職業的消費者，在產品愉悅性和產品象徵性的涉入程度中有顯著差異；不同性別與職業的消費者，分別在娛樂性、美學性和符號性的資訊搜尋種類有差異性。

二、溫泉意象知覺愈高的消費者，其涉入程度愈高。

三、溫泉意象知覺愈深刻的消費者，在資訊搜尋上的需求愈高。

四、涉入程度愈高的消費者，對資訊搜尋種類愈有正向影響。

五、經過研究分析，涉入程度為溫泉意象、資訊搜尋的中介變項，影響不同溫泉意象消費者對資訊搜尋的程度。

This research was to investigate whether hot spring images, involvement, and tourist characteristics would affect collecting information of hot spring hotels. An empirical study was conducted to test the model by selecting the consumers who have been to hot spring hotels in Lu-San. 324 confirmatory surveys were sent out. Through the statistic analysis, the following findings were conducted:

1. There was a significant impact of some statistical population variables on hot spring images, involvement and information searching of hot spring hotels.

2. There was a significant impact of hot spring images on Involvement.

3. There was a significant impact of hot spring images on searching of hot spring hotels.

4. There was a significant impact of Involvement on information searching of hot spring hotels.

5. Involvement served as mediating variable between impact of hot spring images and information searching of hot spring hotels.