服務品質在參與動機對休閒效益之中介效果分析－以深澳漁港的海釣生態體驗為例

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题名:	服務品質在參與動機對休閒效益之中介效果分析－以深澳漁港的海釣生態體驗為例
其它题名:	Mediation Effect of Service Quality on the Relationship between Participation Motivation and Leisure Benefits: A Case Study of the Ecological Experience of Sea Fishing in ShenAo Fishing Port
作者:	李姿嫺 LI, TZU-HSIEN
貢獻者:	文化創意事業管理學系陳寶媛 CHEN, PAO-YUAN
关键词:	深澳漁港;海釣;信度分析;敘述性統計;獨立樣本t檢定;單因子變異數分析;迴歸分析 Shenao Fishing Port;Sea Fishing;Reliability Analysis;Descriptive Statistics;Independent Sample t Test;One-way ANOVA;Regression Analysis
日期:	2023
上传时间:	2023-11-09 10:02:37 (UTC+8)
摘要:	本研究以前往深澳漁港海釣之釣客為研究對象，分析不同變項在海釣參與動機、海釣後休閒效益、深澳船家提供服務品質與海釣後重遊意願等構面之差異性分析，並進行服務品質在參與動機對休閒效益與重遊意願之中介效果分析　　本研究採用非隨機抽樣之方便抽樣蒐集樣本，問卷蒐集主要分成兩部份：1.於2023年2月至3月期間於深澳漁港發放。2.利用臉書社群平台（新北部釣魚資訊交流）放置問卷檔案連結直接填答，總共發出問卷數160份，回收有效問卷156份，有效回收率 97.5%。統計方法主要是採用信度分析、敘述性統計、獨立樣本t檢定、單因子變異數分析與迴歸分析。研究結果發現：一、深澳漁港海釣之釣客以男性為主；年齡以30歲到39歲者居多；學歷具大專院校學歷者最多；職業多為製造業；平均每月可用零用金為5,001~10,000元居多；參與的釣客大多來自新北市；婚姻狀況多為已婚（有小孩）；參與海釣次數以四次（含）以上最多；以親友介紹得知深澳漁港海釣船資訊最多；自行開車至深澳海釣之釣客為最多。二、海釣動機現況達中上水準，主要以「放鬆需求」動機為最高，平均值達4.07。。三、深澳船家提供服務品質現況達中上水準，主要以「可靠性」此服務品質為最高，平均值達4.13。四、至海釣後休閒效益現況達中上水準，以「心理效益」為最高，平均值達4.12。五、至深澳海釣後的重遊意願達中上水準，以日後會「再訪」為主，平均值達4.26。六、在參與海釣的動機這個主構面，會因為深澳海釣遊客之性別、參與海釣次數、每月可花零用金及年齡的不同而達到部分顯著差異。其中，男性在刺激需求、人際關係需求、自尊與自我發展需求及自我實現需求這四個子構面的平均數均大於女性；第三次參與海釣活動的釣客在自尊與自我發展需求此子構面的平均數大於第二次參與海釣活動；每月可用零用金在1萬元以下的釣客在刺激需求、自尊與自我發展需求及自我實現需求這這三個子構面的平均數均大於1萬零1到兩萬元的釣客；40-49歲的釣客在自我實現需求這個子構面的平均數會大於39歲以下的釣客。七、在船家提供的服務品質這個主構面，會因為深澳海釣遊客之婚姻狀況、參與海釣次數及每月可花零用金的不同而達到部分顯著差異。其中，未婚者在回應性、關懷性這兩個子構面的平均數均大於已婚者；第三次參與海釣活動的釣客在有形性、可靠性、回應性、確實性與關懷性這五個子構面的平均數均大於第四次（含以上）參與海釣活動的釣客；每月可用零用金在1萬元以下的釣客在可靠性、回應性及確實性這這三個子構面的平均數均大於1萬零1到兩萬元的釣客。八、在海釣後休閒效益這個主構面，會因為深澳海釣遊客之性別及參與海釣次數的不同而達到部分顯著差異。其中，男性在心裡效益這個子構面的平均數大於女性；第三次參與海釣活動的釣客在休閒效益、心理效益與教育效益這三個子構面的平均數大於第二次參與海釣活動的釣客。九、在海釣後重遊意願這個主構面，會因為深澳海釣遊客之參與海釣次數的不同而達到部分顯著差異。其中，第三次參與海釣活動的釣客在再訪這個子構面的平均數大於第二次參與海釣活動的釣客。十、深澳船家提供的服務品質在海釣參與動機對休閒效益的影響過程中具有部分的中介效果。十一、深澳船家提供的服務品質在海釣參與動機對重遊意願的影響過程中具有完全的中介效果。　　The research objects of this study are fishermen who go fishing in Shenao fishing port. Different aspects are analyzed for different aspects, such as participation motivation in sea fishing, leisure benefits after sea fishing, service quality provided by boat operators in Shenao fishing port, and willingness to revisit after sea fishing. And the analysis of the mediating effect of service quality is carried out on the relationship between participation motivation and leisure benefits and revisit intention.　　The sample collected in this study adopts non-random sampling, and the questionnaire collection is mainly divided into two parts:　　1. Questionnaires will be distributed at Shenao Fishing Port from February to March 2023.　　2. Place the link of the questionnaire file on the Facebook community platform （Xinbei Fishing Information Exchange） to answer directly. A total of 160 questionnaires were sent out, and 156 valid questionnaires were recovered, with an effective recovery rate of 97.5%. Statistical methods mainly use reliability analysis, descriptive statistics, independent sample t test, single factor analysis of variance and regression analysis.　　The research results are as follows:　　1. Most of the fishermen in Shenao Fishing Port are men; most of them are between 30 and 39 years old; most of them have college degrees; most of them are in manufacturing industry; the average monthly allowance is NT$5,001 ~10,000; Most of the participating fishermen are from New Taipei City; Marital status is mostly married （with children）; The number of times of participating in sea fishing is more than four times （inclusive）; the most information about sea fishing boats in Shenao fishing port is obtained through the introduction of relatives and friends; Most fishermen drive to Shenao for sea fishing.　　2. The motivation for sea fishing is “relaxation” as the highest motivation, with an average of 4.07.　　3. “Reliability” is the highest quality of service provided by boat operators in Shenao fishing port, with an average value of 4.13.　　4. “Psychological benefit” is the highest in terms of recreational benefits after sea fishing, with an average of 4.12.　　5. The willingness to revisit after sea fishing in Shenao Fishing Port is mainly “revisit” in the future, with an average of 4.26.　　6. In the main facet of Shenao fishing port sea fishing tourists' gender, number of sea fishing participation, monthly pocket money and age, there are some significant differences in the motivation to participate in sea fishing. Among them, the average number of stimulus needs, interpersonal relationship needs, self-esteem and self-development needs, and self-actualization needs in the four sub-facets is greater in males than in females. In terms of sub-facet average self-esteem and self-development needs, the anglers who participated in sea fishing activities for the third time were larger than those who participated in sea fishing activities for the second time. In the average of the three sub-facets, there are stimulation needs, self-esteem and self-development needs, and self-actualization needs. Anglers with monthly pocket money under NT$10,000 are larger than those with NT$10,001 to NT$20,000. The average self-actualization needs in the sub-facets are greater for anglers aged 40-49 than those under 39 years old.　　7. In the main aspect, there will be some significant differences in the quality of service provided by boat operators due to differences in the marital status, number of times of sea fishing participation and monthly pocket money of sea fishing tourists in Shenao Fishing Port. Among them, the average responsiveness and caring in the two sub-facets are greater in unmarried than married. The average of the five sub-facets is tangibility, reliability, responsiveness, authenticity and caring, and the anglers who participated in the sea fishing activity for the third time were larger than those who participated in the sea fishing activity for the fourth time （including above）. The average of the three sub-facets in reliability, responsiveness and certainty is greater for anglers whose monthly pocket money is less than NT$10,000 than those whose monthly allowance is NT$10,001 to NT$20,000.　　8. In the main dimension, there are some significant differences in the leisure benefits after sea fishing due to the differences in gender and the number of times of sea fishing in Shenao sea fishing tourists. Among them, the average psychological benefit in the sub-facet is greater for males than for females. In terms of the average of the three sub-facets in terms of leisure benefits, psychological benefits and educational benefits, the anglers who participated in sea fishing activities for the third time were greater than those who participated in sea fishing activities for the second time.　　9. In the main dimension, there are some significant differences in the willingness to revisit sea fishing because of the differences in the number of sea fishing tourists in Shenao fishing port. Among them, the average number of sub-facets was revisited, and the anglers who participated in sea fishing activities for the third time were larger than those who participated in sea fishing activities for the second time.　　10. In the process of sea fishing participation motivation affecting leisure benefits, the service quality provided by Shenao fishing port boatmen has a partial mediation effect.　　11. In the process of sea fishing participation motivation affecting the willingness to revisit sea fishing, the service quality provided by Shenao fishing port boatmen has a complete mediation effect.
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