以尖點劇變模型探討消費者非線性選擇行為模式：渡假區國際觀光旅館為例

Abstract

本研究應用劇變理論(catastrophe theory)探討消費者對於國際觀光旅館的選擇行為，並透過移轉成本及服務品質之影響，了解消費者選擇行為不連續變化之現象。本研究針對同時住宿過墾丁凱撒飯店以及福華飯店的消費者進行問卷調查，蒐集共172份有效問卷，研究結果發現，消費者選擇行為出現四種劇變特徵，發散性、突變性、滯後性及雙重性。當消費者具有較高的移轉成本時，其選擇行為將產生不連續的變化，若僅利用提升服務品質策略改善消費者選擇行為，未必能達到預期效果。若能有效運用服務品質與移轉成本之策略，將有助於行銷策略的推行與發展。This study employed a catastrophe theory to explore the client choice behavior in international tourist hotels. This paper aims to find out whether loyalty leads to the non-continual change phenomenon by examining factors such as cost of transfer and service quality. This study conducted a questionnaire survey on guests staying at Kenting Caesar Park Hotel and Howard Hotel. A total of 172 valid questionnaires were collected. The empirical results indicated four characteristics exist: divergence, catastrophe, hysteresis, and bimodality. When consumers need to pay a higher transfer cost, they develop non-continual behavior changes. On that account, adopting new strategies of service quality can hardly change consumers' choice behavior. However, if hotels resort to strategies that combine service quality and transfer cost, their marketing promotion may be more effective.