親子飯店是一個新興的飯店型式。業者必須針對小客人的需求才能打造出溫馨又安全的親子飯店。消費者在親子飯店的相關網站來搜尋資料。透過飯店網路口碑宣傳的氛圍下，引發他們的從眾行為。藉由飯店品牌權益正向的提升，是否會對消費者購買意願造成影響。此研究以滾雪球及便利的調查方法來處理。以一般民眾為研究對象，共發放問卷1260份，實得有效問卷1097份，有效回收率為87.06％。經描述性統計、單因子變異數分析及結構方程式進行統計，研究結果如下：(一)網路口碑對從眾行為有顯著的正向影響；(二)網路口碑對品牌權益有顯著的正向影響；(三)從眾行為對品牌權益具有顯著的正向影響；(四)從眾行為對消費者的購買意願亦呈正向顯著性影響；(五)品牌權益對消費者購買意願呈正向顯著影響；以及(六)網路口碑對購買意願雖沒有直接影響，雖然進一步透過子女數目與受訪者網路使用慣性的干擾效果分析，網路口碑對購買意願仍然沒有顯著效果。本研究建議親子飯店企業可藉由口碑行銷，強化親子飯店的品牌權益，進而提高消費者對親子飯店的購買意願。 The parent-child tourist hotel is an emerging hotel type. The enterprise must create a warm and safetourist hotel that be in line with needs of childern. The consumer inquire about parent-child tourist hotels through the internet. The social atmosphere of the electronic word-of-mouth communication provokes consumers’ act in conformity the group decision. A brand equity can be improved whether ornot that will impact the purchase intention of consumers.In this study,we use the convenience sampling and snowball samping methods to conduct 1097 questionnairs collected from the general public,and 1097 samples are valid with the effective rate of 87.06％.Descriptive statistics,one-wayANOVA and StructuralEquation Modeling (SEM)were used to test the hypotheses proposed in the study. The results were derived as following:(1)Electronic word-of-mouthpresentprominentinfluenceon conformity.(2)Electronic word-of-mouth present prominentinfluenceon brand equity.(3)Conformity present prominentinfluenceon brand equity.(4)Conformity presentprominentinfluenceon consumers’ purchase intention.(5)Brand equity presentprominentinfluenceon consumers’ purchase intention.(6)In spite of the fact that electronic word-of-mouth presentno prominent influence on consumers’ purchase intention, it will not bring about interfering influence, through the user behavior on internet and the numberof children. Finally, the research gives advice of word-of-mouth marketing to enterprises.Try to enhance brand equity of parent-child tourist hotels so that the consumers’ purchase intention will be increased; and that the scholars can make profound research and discussion based on the happening causes for the company’smanagementcapability on electronic word-of-mouthand the cause of conformity.
