| Abstract: | 本研究目的旨在探討豪華露營的吸引力、涉入程度與行為意向之影響研究，並瞭解不同背景變項的露營者對研究變項之差異情形。本研究以滿二十歲曾參與豪華露營者為研究對象，共回收問卷 237份，有效回收率為 100%。本研究採用SPSS統計軟體為資料分析工具，經描述性統計、因素分析、獨立樣本 t 檢定、單因子變異數分析後，獲得結論如下：一、根據本研究問卷受訪者統計，豪華露營參與者以女性和已婚者居多，年齡以20-29歲及30-39歲居多，居住地以中部居多，教育程度以大學學歷以上居多，職業以工業/科技業居多，和家人同行居多且月收入在50,001-100,000元為多數。根據研究結果可得知參與豪華露營活動者，主要是以寵愛自己的千禧世代和已婚的女性為主，有較高所得與學歷，想要兼顧家庭與休閒，又不想花太多時間準備露營相關物品與收拾，顯示豪華露營活動能吸引特定客群。二、吸引力與涉入程度呈現顯著正相關；涉入程度對行為意向亦呈現顯著正相關；涉入程度與行為意向也呈顯著正相關。另加入中介效果涉入程度後，使得吸引力對行為意向的影響明顯減少，涉入程度對吸引力與行為意向具有完全中介效果。最後根據研究獲得結論，可提供給豪華露營業者在經營上之建議，例如價位可再降低或是業者可多增加體驗的元素或在用餐的品質可再提升等等，來提升參與者的涉入程度使豪華露營參與者的重遊意願提高，亦對有興趣研究者提出後續研究建議。
The purpose of this research was to explore the research on the Attractiveness, Involvement, and Behavioral Intentions of glamping, and to understand the differences in the research variables of campers with different background variables. In this study, participants who had participated in glamping after the age of 20 were the subjects of the study. A total of 237 questionnaires have been returned, and the effective recovery rate was 100%. This study has adopted SPSS statistical software as a data analysis tool. After descriptive statistics, factor analysis, One-Sample t-test, and One-way ANOVA analysis, the following conclusions have been obtained: 1. According to the statistics of the respondents who accepted the questionnaire of this research, Glamping participants are mostly women and married, most of them were 20-29 years old and 30-39 years old, most of them live in central Taiwan, most of them have a college degree or above, and most of their occupations were in industrial/technological industries, and most of them were family members and their monthly income was between NTD 50,001 and NTD 100,000. According to the research results, it can be known that those who have participated in glamping activities were mainly millennials and married women who love themselves, have higher income and education, and want to take care of family and leisure, but do not want to spend too much time prepare camping-related items and pack them, showing that glamping activities can attract specific groups of customers. 2. The results of Attractiveness and Involvement were significantly positively correlated; the degree of Involvement was also significantly positively correlated with Behavioral Intentions; the degree of Involvement and Behavioral Intentions was also significantly positively correlated. In addition, after adding the degree of Involvement of the intermediary effect, the influence of Attractiveness on Behavioral Intentions was significantly reduced, and the degree of Involvement has a completely intermediary effect on Attractiveness and Behavioral Intentions. Finally, according to the research conclusions, we can provide the luxury shop operators with business recommendations, such as the price can be lowered, the experience element can be added, the quality of the meal can be further improved, etc., to enhance the participation of the participants Increase the willingness of glamping participants to revisit, and provide follow-up research suggestions to interested researchers. |
