澳門博彩活動遊客新奇感、快樂感、知覺價值與重遊意願關係之研究

Research on the Relationships among Macau Gambling Tourists' novelty, Hedonics, Perceived Value and Revisit Willingness

針對澳門博彩活動中遊客新奇感、快樂感、知覺價值和重遊意願的影響的研究，過往文獻少有考慮。本研究旨在探討遊客在博彩活動中的新奇感、快樂感、知覺價值對遊客重遊意願的影響，研究以文獻分析法自編之澳門遊客博彩活動新奇感量表與快樂感量表，知覺價值量表及澳門博彩遊客重遊意願量表為研究工具；以來澳門進行博弈活動的遊客為研究對象，用李克特量表編輯問卷，所得資料運用SPSS20.0軟體,經描述性統計、信效度檢驗，相關分析，因數分析，迴歸等統計分析後得到以下研究結論：澳門博彩遊客之新奇感正向積極地且顯著影響其快樂感，並且新奇感正向積極地但不顯著影響知覺價值；博彩遊客快樂感正向積極地且顯著影響知覺價值；博彩遊客之知覺價值正向積極地且顯著影響重遊意願。

This paper aims to discuss the relationships among Macau gambling tourists' novelty, hedonics, perceived value and revisit willingness. It will present the scales of novelty, hedonics, perceived value and revisit willingness, based on the existing relevant literature. In this paper the author utilizes SPSS 20.0 to analyze the collected data and verifies the proposed hypotheses. The expected conclusions are as follows: on the one hand, Macau gambling tourists' novelty positively and significantly affects their hedonics and perceived value; on the other hand, Macau gambling tourists' hedonics positively and significantly affects their perceived value, and Macau gambling tourists' perceived value also positively and significantly affects their revisit willingness.