親子休閒活動消費者動機、知覺價值、滿意度對再購意願之研究以BabyBoss City 職業體驗任意城為例

目的：本研究旨在瞭解親子休閒活動消費者之特性與現況，並分析消費者之消費動機、知覺價值、滿意度與再購意願上的相關情形。方法：以「消費動機、知覺價值、滿意度與再購意願問卷」為研究工具，包括消費動機量表、知覺價值量表、滿意度量表與消費者特性問卷，採非機率系統抽樣方式，以BabyBoss City 20歲以上的消費者為研究對象，共收集453份有效問卷。並依研究目的，以描述性統計、相關與一般多元迴歸分析進行資料處理與分析。結果：BabyBoss City以女性、年齡層介於31-40歲之間、具有大專以上學歷、居住在臺北市周邊縣市的消費者居多；知覺價值、滿意度與再購意願具有高度的相關；「家庭月平均收入」、「多元學習」、「聲譽」、「貨幣價格」與「滿意度」等5個變項，分別對再購意願有顯著的解釋力。結論：建議BabyBoss City應推廣網路訂票，以利控制遊客承載量、重視消費者口碑傳播的效力、鞏固既有的女性市場、積極開發高收入的消費族群，並希望經營者多重視休閒活動的寓教於樂功能。

This study aimed to investigate the tourist activities on the coastal recreational satisfaction, and selected the island of Da-Tsang in Penghu, expected to provide the reference to tourism industry management for marketing the tour, and meet the needs of tourists in the future. The main objectives of this study, first, explore the satisfaction with environmental attributes in coastal recreational activities, about impact on the real environment, social environment, recreational experience environment and activity facilities. Second, To explore the care level of tourists in coastal recreational activities, its impact on the real, social, recreational experiences and activities, facilities and other environmental attributes. Last, use of importance -performance analysis (Importance-Performance Analysis, IPA) method, to analysis the tourists in Da-Tsang island of the service attributes satisfaction and the relationship between the level of property care. The results obtained are as follows: First, the background information discovered by the tourist engaged coastal recreational activities in island of Da-Tsang were mainly female, 16 to 20 years old, highly educated and northern regions tourists. Second, tourists have accounted for 75.5% of swimming ability, and 76.5%of tourists had experience in coastal recreational. Third, the overall satisfaction of tourists, very satisfied and satisfied together accounted for 49.5%, dissatisfied and very dissatisfied accounted for 11.4%, and 39.2% of ordinary. Last, importance-performance analysis results: Real environment for high priority projects “abundant of underwater landscape rich”; Social environment for high priority projects, “crowded visitors”, “noisy tourists”, “have own space” and “activity to participate” and “other activities will affect their own”; Recreation experience environmental needs of for high priority projects, “bathrooms equipment clean”, “ashcan set up and clean-up”, “lifeguard station” and “clean food”; Activity facilities environment for high priority projects, “a sufficient number of bathrooms” and “medical equipment”.