高速公路服務區服務場景與商店氣氛對體驗價值與用路人惠顧意願之影響

The Effects of Servicescape and Store Atmosphere on Experiential Value and Road User's Patronage Intentions for Service Area of Highway

隨著經營環境漸變，高達公路服務區經營型態基於服務導向政策已從滿足基本需求轉為提供觀光與休憩之場所。過去少有研究從服務場景與體驗價值之觀點，探討高速公路服務區用路人的惠顧意願。本研究主要目的係探討高速公路服務區用路人之服務場景、商店氣氛與體驗價值對惠顧意願的影響。本研究基於地理分布選取6個高速公路服務區進行問卷調查，並應用結構方程式模式進行模式適配驗證。結果顯示，服務場景、商店氣氛對體驗價值以及體驗價值對惠顧意願皆有顯著影響，惟商店氣氛對體驗價值影響不顯著﹒而體驗價值對商店氣氛與惠顧意願有完全中介效果。最後，本研究提出相關建議供高速公路服務區經營者之參考依據。

With the increasingly change of business environment, the type of highway service area has been converted from satisfying basic needs into providing a tourism and leisure place with service-oriented policy. Less researches explored the patronage intentions of road users from the viewpoints of servicescape and experiential value. The purpose of this study is to explore the effects of servicescape, store atmosphere and experiential value on the patronage intentions of road users for highway service area. Six highway service areas have been selected for conducting the questionnaire survey based on the geographical distribution and the structural equation modeling (SEM) is applied to test the goodness of fit of the research model. The result shows that the effect of servicescape and store atmosphere on experiential value and the effect of experiential value on patronage intentions are statistical significant. However, the effect of store atmosphere on patronage intentions is not significant. There is a complete mediating effect of experiential value between store atmosphere and patronage intentions. Finally, this study proposes some suggestions to managers for improving the service level of highway service area.