住宿體驗價值與行為意向之關係：兼論真實快樂之中介效果

The Relationships between Lodging Experiential Value and Behavioral Intention: The Mediating Effect of Authentic Happiness

許多探討體驗價值與行為意向的文獻鮮少對真實快樂進行關連性的研究，又特別針對住宿業者進行討論的文獻更是付之闕如，因此本文的主要貢獻在於將住宿旅客的真實快樂納入模型中加以考量，進一步檢測其在體驗價值與行為意向兩者間的中介效果。本研究以三種體驗價值構面為前因變項，透過真實快樂為中介變項，建構一個影響行為意向的模式。針對2017年參加台北國際旅展（2017 Taipei International Travel Fair）的民眾進行目的抽樣調查，並使用階層迴歸模式驗證假設模式，結果發現體驗價值及各子構面對於行為意向皆具有顯著的正向的影響；真實快樂扮演重要的中介角色，特別是娛樂對於真實快樂與行為意向的中介效果（完全中介）明顯高於投資報酬與感官對於真實快樂與行為意向的中介效果（部份中介）。最後，本研究根據研究結果提出其在管理上的意涵以及未來研究建議。 Most studies on experiential value and behavioral intention have not examined the correlation of these factors with authentic happiness, and there is even less literature focusing on lodging industry. Thus, the main contribution of this study is to include tourist’ authentic happiness in the model and test its mediating effect between experiential value and behavioral intention. This study treats three measures of experiential value as antecedent variables and treats authentic happiness as mediators to construct a model of behavioral intention. A questionnaire survey was conducted on 2017 Taipei International Travel Fair, and the researcher validated the model by hierarchical regression analysis and demonstrated that experiential value significantly and positively influenced behavioral intention; authentic happiness plays an important role as an mediator, especially the mediating effect of entertainment on authentic happiness and behavioral intention is significantly higher than the mediating effect of investment reward and sensibility. Finally, based on the findings, this study proposes managerial implications and suggestions for future researchers.

Most studies on experiential value and behavioral intention have not examined the correlation of these factors with authentic happiness, and there is even less literature focusing on lodging industry. Thus, the main contribution of this study is to include tourist’ authentic happiness in the model and test its mediating effect between experiential value and behavioral intention. This study treats three measures of experiential value as antecedent variables and treats authentic happiness as mediators to construct a model of behavioral intention. A questionnaire survey was conducted on 2017 Taipei International Travel Fair, and the researcher validated the model by hierarchical regression analysis and demonstrated that experiential value significantly and positively influenced behavioral intention; authentic happiness plays an important role as an mediator, especially the mediating effect of entertainment on authentic happiness and behavioral intention is significantly higher than the mediating effect of investment reward and sensibility. Finally, based on the findings, this study proposes managerial implications and suggestions for future researchers.