消费者对于胶囊旅馆睡眠舱的感知价值之研究

Consumer Research for the Perceived Value of Capsule Hotel Sleeping Compartment

摘要: 随着近年来胶囊旅馆的兴盛，其富有特色的睡眠舱作为旅馆中最基本的居住空间，也因有别于传统酒店卧房的设计而受到了不少争议。因此，本研究旨在探讨消费者对于胶囊旅馆睡眠舱的感知价值，通过便利抽样的方式，于网络平台上发放问卷315份，有效问卷304份。根据调查结果显示，受测者对问卷构面的认同程度排序为1) 家具设备偏好、2) 视觉美感偏好、3) 未来期望偏好、4) 价格偏好。在年龄方面，年龄在18岁及以下的受测者与年龄在19~28岁的受测者对于胶囊旅馆的未来期望具有显著差异。在教育程度方面，高中的受测者比教育程度在博士与硕士的受测者对于家具设备偏好中的网络设备的认同度低。教育程度在入住过的受测者普遍比未入住过的受测者对于胶囊旅馆的定价接受度更高。在性别方面，男性比女性更希望旅馆风格为前卫的。

Abstract: In recent years, Capsule Hotel has gradually become one of the accommodation options for many travelers with its economical and convenient design concept. Its distinctive sleeping cabin is the most basic living space in the hotel, and it has been controversial because it is different from the design of traditional hotel bedrooms. Therefore, this study aims to explore the consumer’s perceived value of the capsule hotel’s sleeping cabin. By means of convenient sampling, 315 questionnaires were distributed on the network platform, and 304 valid questionnaires. According to the survey results, the degree of recognition of the respondents’ facets was 1) Furniture equipment preference, 2) Visual aesthetic preference, 3) Future expectation preference, 4) Price preference. In terms of age, subjects aged 18 years and younger and subjects aged 19 - 28 years have significant differences in the future expectations of capsule hotels. In terms of education level, subjects in high school have lower recognition of network devices in furniture equipment preferences than those in doctors and masters. The degree of education in the doctor’s test is generally higher than that of the testee who has passed the test than the untested person. In terms of gender, men prefer women to avant-garde styles.