飯店顧客體驗價值對顧客行為意向影響──兼論飯店氣氛之干擾效果

The Effect of Experiential Value on Behavioral Intention in Hotel Consumer Perceived Value─The Moderating Effect of Atmosphere

本研究主要探討飯店房客在飯店感受到的體驗價值對於其後續之行為意向有何影響，並且探討飯店氣氛之干擾效果。針對飯店房客採用便利抽樣，共發出420份問卷，有效問卷共計350份。實證研究結果發現飯店房客住宿的體驗價值與行為意向的關係呈現正向關係，亦即飯店房客對於體驗價值越高則行為意向會越趨於正向。其次，飯店的氣氛會干擾體驗價值對於行為意向之影響，而且是顯著正向的干擾。

This study focuses on the effect of experiential value on behavioral intention that perceived by the hotel guests. Total samples included 420 convenience samples from hotel guests, and the valid samples were 350. The result indicated that the relationship between experiential value and behavioral intention is positive; the experiential value will influence behavioral intention positively. Besides, the atmosphere of hotel will moderate the relationship between experiential value and behavioral intention positively.