顧客休閒知覺自由、情境涉入與場所依戀關係之研究──以創意生活產業為例

A Study on the Relationships among Leisure Perceived Freedom,Situational Involvement and Place Attachment of Customers-A Case of Creative Life Industries

本研究旨在探討顧客休閒知覺自由、情境涉入和場所依戀之關係，以了解創意生活產業顧客的需求。目的為調查創意生活產業之現況，並分析在不同人口背景變項下，消費者休閒知覺自由、情境涉入和場所依戀之差異情形，同時探討三者之關聯性。以創意生活產業中，飲食文化體驗的顧客為抽樣對象，採隨機配額抽樣450份問卷，回收之有效問卷437份，有效問卷率為97.1%。並使用SPSS中文版進行統計分析，以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析、多元逐步迴歸分析等方法，進行資料彙整與分析。研究結果顯示：創意生活產業顧客以已婚有小孩、30-39歲族群為主；年長者對場地依戀的程度較低；已婚有小孩的顧客在情境涉入中，較易有時間壓力；顧客付出時間越長，其休閒知覺自由，情境涉入與場所依戀程度越強；認為合理體驗活動價格為200-300元的顧客，有較顯著的休閒知覺自由、情境涉入與場所依戀；同伴人數越多，休閒知覺自由越高；產品促銷情境能提升顧客情境涉入，女性的產品促銷情境涉入較男性高；顧客參與生活創意產業活動可達到較高程度的場所依戀；情境涉入、休閒知覺自由能有效的預測整體的場所依戀，其中又以情境涉入之產品促銷情境構面的預測力最佳。希望研究結果能提供創意生活產業經營者，做為未來規劃環境設施及活動之參考。

The aim of this study was to discuss the relationships among leisure perceived freedom, situational involvement and place attachment of customers in creative life industries. The purposes of the research were as follows. Survey the participation profile of the customers. Analyze the differences of different demographic variables in leisure perceived freedom, situational involvement and place attachment. Simultaneously, induct the relationships among induct the relationships among all of them mentioned above. The objects of the research were the customers of experiencing food culture in creative life industries. The study used random and quota sampling, distributing 450 questionnaires. And 437 valid questionnaires were retrieved with an effective response rate of 97.1 percent. The statistic software SPSS was applied for data analyses. The statistical methods included descriptive statistics, independent t test, one-way ANOVA and Pearson's product-moment correlation, and stepwise multiple regression. The major findings of this study were summarized as follows. The main customers in creative life industries are in the age of 30-39, married with children. The elder customers have lower place attachment. The customers who married and have children are under time pressure in situational involvement. Spending more time in creative life industries influences customer's leisure perceived freedom, situational involvement and place attachment positively. Additionally, the customers are willing to pay 200-300 NTD to participate the experiential activities have significant positive effect on leisure perceived freedom, situational involvement and place attachment. The more companies will cause higher leisure perceived freedom. Product promotion situation has significant positive effect to situational involvement. Furthermore, females have deeper involvement then others. Customer's leisure perceived freedom and situational involvement can significantly predict place attachment. Meanwhile, the product promotion situation dimension of situational involvement has the best prediction. Finally, hoping the results of the study will provide the managers of creative life industries as reference for planning hospitality facilities and activities.