8_(2012)體驗經濟對民宿價格影響之研究－特徵價格法之應用11(公告版)

Size: px

Start display at page:

Download "8_(2012)體驗經濟對民宿價格影響之研究－特徵價格法之應用11(公告版)"

拥便鲁
9 years ago
Views:

1 1

2 The Effects of Experience Economy on Bed and Breakfast Prices: Application of Hedonic Price Approach Yi-Yu Huang * Wen-Tsan Liu ** Yea-Jiun Yang *** Abstract As Taiwan s society gradually transformed toward the developed society, experience economy will be next step s economic pattern. Few researchers attempted to empirically address the issue of experience economy, the purposes of this this study are to explore the effects of experience economy on bed and breakfast (B&B) room price. Through on-site questionnaire survey, information regarding consumer-oriented experience economy of bed and breakfast was obtained with 202 valid samples. Through on-line website investigation, information regarding supplier-oriented experience economy was obtained. The results indicate that experience economy consist of seven distinct dimensions including advanced goods, basic goods, advanced services, basic services, esthetic, emotional communication, escapist. The evidence showed that the goods, services, and experiences attributes in experience economy would affect B&B s room price. Tourists are willing to pay higher room price for refrigerator and hot water heater attributes in goods dimension, for advanced service and in-room internet in service dimension, and audio equipment in experience dimension. On contrary, tourists are willing to pay lower room price for traditional bathtub in goods dimension, pick-up service and BBQ service in service dimension, and emotional communication and escapist in experience dimension. Keywords: experience economy, experience realms, bed and breakfast price, hedonic price 2

Few researchers attempted to empirically address the issue of experience economy, the purposes of this this study are to explore the effects of experience economy on bed and breakfast (B&B) room

3 (, 2010) ( (Bourdieu, 1984; 2006p.170 )) (2006) Pine Gilmore(1999) Pine Gilmore 1999 (experience economy) Oh et al. (2007) (satisfaction)hosany Witham(2010) (entertainment)(aesthetics) (intention to recommend) Yu Fang(2009)(experience economy)(product quality)(service quality)(contextual experience) (perceived value)(preference) (intention)pine Gilmore(1999) (ààà) (value added)pine Gilmore(1999) (esthetic)(educational)(entertainment) (escapist) Pine Gilmore(1999)(experience economy)(the experience realms) 3

economy)(product quality)(service quality)(contextual experience) (perceived value)(preference) (intention)pine Gilmore(1999)

4 Lancaster(1966)(hedonic consumption theory) ( )Rosen(1974) (hedonic price theory) (attributes)(utility)rosen Waugh(1928) Court (1939) (Noland, 1979Ladd & Suvannunt, 1976Sinclair et al., ) /(Espinet et al., 2003White Mulligan, 2002Monty Skidmore, 2003)( )()()/ (2007) (2009)() Pine Gilmore(1999)(experience economy theory) (the progression of economic value) (extract commodities)(make goods) (deliver services)(stage experiences)( 1 1) 4

5 () 85 C 30~40 ( ) Afternoon Tea (2003) 1 / (2003) () 5

6 ()( ) (2007) 參識理 Pine and Gilmore(1999) 令識參 Schmmit (1999) (2005) 刺不參麗 (2007) 旅不理理 Pine Gilmore(1999) (esthetic)(educational)(escapist) (entertainment) ( 2) () 6

7 () () () () 2 (2003) Oh et al.(2007) (education)(arousal)(aesthetics) (memory)(overall quality) (satisfaction)hosany Witham(2010) (entertainment)(aesthetics) (intention to recommend) 叁 ( 3) 7

8 3 (H) 1.2.()3. 4. Pine and Gilmore (1999)(the experience economy)(the experience realms)(2007) () 67 (likert scale)1 6 (Thrane, 2005) () ( 4)(2012) 8

9 (140 ) 51.4% 4 (2012) () (47.5%)(81.7%) (62.9%)(22.8%)(22.3%)(21.3%)(54.0%) 3~5 (34.6%) 3~7 (66.3%) 3 (24.7%)(33.7%) (24.8%)( 2) 9

10 2 (n=202) 年 , ,000~30, ,001~50, 歷 50,001~90, () ,001~130, ,000~3, ,001~7, ,001~15, , () () 202 (32.7%)(23.3%)(59.9%)2 (39.1%)(77.2%)(50.5%)( 3) 3 (n=202)

5 15,000 7 3.5 45 22.3 134 66.3 44 21.8 50 24.7 42 20.8 18 9.0 26 12.9 25 12.4 68 33.7 20 9.8 50 24.8 29 14.4 109 54.0 1 0.5 93 46.

11 ()( 4) 2~3 (37.86%)3~4 (36.89%) 4~5 (35.35%) 2~3 (22.22%) 4 (n=202) 2, ,001-3, ,001-4, ,001-5, ,001-6, ,001-7, , () 1.() ( 6)( )(4.91)(...)(4.86) (3.61)(...)(3.56)(4.97) (4.79) (3.91) (3.65)(4.65) (4.43) (4.35) 11

20 4,001-5,000 12 11.65 35 35.35 5,001-6,000 9 8.80 13 13.13 6,001-7,000 2 1.90 6 6.10 7,001 2 1.90 3 3.

12 (3.72) 2.() (100.0%)(99.5%)(99.5%)(2.5%) (90.6%)(60.4%)(54.0%)(30.2%) OK(11.4%)(11.4%)(8.9%)( 5) 5 (n=202) / OK DVD () ( 6)(KMO)(.834) Kaiser (1974) %.851 (Cronbach's ) ( 31.64%) (12.27%)(7.53%)(7.20%) 12

2 155 76.7 / 63 31.2 126 62.4 56 27.7 83 41.1 41 20.3 81 40.1 61 30.2 81 40.1 OK 23 11.4 78 38.6 23 11.4 5 2.

13 6 (n=202) (16) Cronbachs (eigenvalue) (%) (%) =.851 KMO =.834Bartlett 2 (120, N=202)= p=.000 Kaiser Varimax Likert ( 7)(KMO)(.891) Kaiser (1974) 13

39 1.293.05.209.153.695 08 4.54 1.084.254 0.04.101.648 17 3.73 1.149 -.048 0.181.335.563 01 4.14 1.397.323-0.139.059.498 Cronbachs 0.772 0.781 0.744 0.583 (eigenvalue) 5.062 1.963 1.204 1.

14 %.862 (Cronbach's ) ( 43.35%) (11.43%) (9.91%) 7 (n=202) (11) Cronbachs (eigenvalue) (%) (%) =.862 KMO =.891Bartlett 2 (55, N=202)= p=.000 Kaiser Varimax Likert

02 1.254.084.791.047 62 3.48 1.223.397.587.340 10 40 4.59 1.112.054.082.834 4.43 1.149.308.097.732 Cronbachs.861.696.584 (eigenvalue) 4.

15 (Monty & Skidmore, 2003; Thrane, C., 2005; Andersson, D. E., 2010) Ln(P)=α+(β 1a H 1a +β 1b H 1b +...+β 1m H 1m )+(β 2a H 2a +β 2b H 2b +...+β 2e H 2e )+(β 3a H 3a +β 3b H 3b +β 3c H 3c )+(β 4a H 4a )+ε Ln(P)1iH1i 2iH2i3iH3i4iH4i () 廻 ( 8) VIF (F =14.090p =.000) R % () / 15

16 //SPA/ 14 ( 77.2%)( 3.5%) ()... //(/) 8 (n=202) Ln() B Se Beta t p VIF _ _ _ _ _ _

090.040 -.170-2.510.010.510 1.960.010.020.050.880.380.620 1.620.040.020.140 2.170.030.540 1.850 _.060.

17 _ _ _ _ OK R 2 =.580, adj R 2 =.540 F(18, 183) =14.090, p =.000, n=202 () (31.64%)(12.27%) (7.53%)(7.20%) 58.63% (43.35%)(11.42%)(9.91%) (64.68%) () (F=14.090, p=.000) 54.0% () () () () 17

18 ( ) ( ) () 18

19 1. 2. (2012) /1/25 admin. taiwan.net.tw/indexc.asp 3. (2007) 7(1) (1997) 34(4) (B. Joseph Pine II & James H. Gilmore )(2003) 6. (2005) 7. (2009) (1993) (1997) (2004) (75) 麗劉林 (2007) 聯理理論 1(2) (2006) 13. 玲 (2007) 來旅館料 2007 論 14. Andersson, D. E. (2010). Hotel attributes and hedonic prices: An analysis of internet-based transactions in Singapore s market for hotel rooms. The Annals of Regional Science, 44, Bourdieu, P. (1984). Distinction: A Social Critique of Taste. Cambridge: Harvard University Press. 16. Court, A. T. (1939), Hedonic price indexes with automotive examples. In C. F. Roos (ed.), The Dynamics of Automobile Demand, (pp.99-17). New York, General Motors Company. 17. Espinet, J. M., Saez, M., Coenders, G., & Fluiva, M. (2003). Effect on prices of the attributes of holiday hotels: A hedonic price approach. Tourism Economics, 9, Hosany, S., Witham, M. (2010). Dimensions of cruisers experiences, satisfaction, and intention to recommend. Journal of Travel Research, 49(3), Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika,39, Lancaster, K. (1966). A new approach to consumer theory. Journal of Political Economics, 74, Ladd, G. W., & Suvannunt, V. (1976). A model of consumer goods characteristics. 19

Hotel attributes and hedonic prices: An analysis of internet-based transactions in Singapore s market for hotel rooms. The Annals of Regional Science, 44, 229-240. 15. Bourdieu, P. (1984).

20 American Journal of Agricultural Economics, 1976(Aug.), Monty, B., & Skidmore, M. (2003). Hedonic pricing and willingness to pay for bed and breakfast amenities in Southeast Wisconsin. Journal of Travel Research, 42 (2), Noland, C. W. (1979). Assessing hedonic indexes for housing. Proceedings of 14 th Annual Conference of the Western Finance Association, June 21-23, 1979 (Nov., 1979), Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46, Pine, J. II., & Gilmore, J. H. (1999). The Experience Economy: Work is Theatre & Every Business a Stage: Goods & Services are no Longer Enough. Boston, Massachusetts: 26. Rosen, S. (1974). Hedonic prices and implicit markets: Product differentiation in pure competition. The Journal of Political Economy, 82(1), Schmitt, B. H. (1999). Experiential marketing. Journal of Marketing Management, 15(1), Sinclair, M. T., Clewer, A., & Pack, A. (1990). Hedonic prices and the marketing of package holidays: The case of tourism resorts. In G. Ashworth & B. Goodall. (Eds.), Marketing Tourism Places, (pp ). London: Routledge. 29. Thrane, C. (2005). Hedonic price models and sun-and-beach package tours: The Norwegian case. Journal of Travel Research, 43(3), Waugh, R. V. (1928). Quality factors influencing vegetables prices. Journal of Farm Economics, 10, White, P. J., Mulligan, G. F. (2002). Hedonic estimates of lodging rates in the Four Corners Region. Professional Geographer, 54, Yu, H., & Fang W. (2009). Relative impacts from product quality, service quality, and experience quality on customer perceived value and intention to shop for the coffee shop market. Total Quality Management & Business Excellence, 20(11),

Proceedings of 14 th Annual Conference of the Western Finance Association, June 21-23, 1979 (Nov., 1979), 783-800. 24. Oh, H., Fiore, A. M., & Jeoung, M. (2007).

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [ 應用 IPA 模式檢視國光客運乘客之服務品質需求潘婉茹 1 吳信宏 2 謝俊逸 3 1 國立彰化師範大學行銷與流通管理研究所碩士班學生 2 國立彰化師範大學行銷與流通管理研究所教授 3 亞洲大學資訊科學與應用學系助理教授論文之連絡