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題名:旅客涉入程度、知覺價值、滿意度與購後行為意圖關係之研究-以台灣觀光列車為例
作者:鍾政偉 引用關係
作者(外文):Cheng-Wei Chung
校院名稱:中華大學
系所名稱:科技管理學系(所)
指導教授:賀力行
學位類別:博士
出版日期:2009
主題關鍵詞:涉入程度知覺價值滿意度購後行為意圖觀光列車Consumers'' involvementPerceived ValueSatisfactionConsumer Purchase BehaviorTourism Express Train
原始連結:連回原系統網址new window
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觀光列車為台灣鐵路觀光化與區域化發展後的新興商品,因為旅遊商品具有無形性、生產與消費同時發生的特質,旅客事前難以評估商品的優劣,所以旅客會藉由對產品的涉入程度來進行購買決策的評估。本研究將傳統的遊憩體驗歷程透過涉入程度、知覺價值、滿意度與購後行為意圖的轉換,用以解釋旅客的遊憩體驗,且透過旅行社的經營型態與不同的觀光列車動線進行多層次結構方程式分析,以瞭解其干擾效果,將有助於發展台灣觀光列車商品。本研究的結果發現:旅客的涉入程度將可正向影響商品的知覺價值與購後行為意圖,但對於滿意度則為負向;而且知覺價值無法直接影響購後行為但可透過滿意度產生中介的效果。另外,本研究發現旅客的購後行為意圖於涉入產品的過程中便已受影響,說明了當旅客開始參與旅遊商品資訊時,便在其心目中建立知覺與認知,並進而影響其購後行為意圖。觀光列車商品透過單一旅行社的窗口將商品銷售於旅客較多家旅行社聯合販售為佳,且不同的觀光列車動線旅客參與體驗後的願意支付更多的認知也不一致,說明了不同的觀光列車動線可視為不同的旅遊商品進行市場區隔。
Following the growth of the railway tourism and regional development, Taiwan Tourism Express has become a newly-developed industry. The consumption of railway tourism possesses the characteristics of invisibility and of simultaneous occurrence of the production and consumption. Due to the influences of these features, it might be difficult to estimate the advantages and disadvantages of consumption beforehand. Therefore, tourists might purchase the product through consumers’ involvement. In order to analyze the tourists’ multi-phase recreation experience of railway tourism, this research discusses the dimensions, including customers’ involvement, perceived value, satisfaction and purchase behavior. In addition, multiple-group SEM analysis was used to analyze the different types of operation as between the various tourism agencies. This might help to develop the product of Taiwan Tourism Express. The results of the research showed as follows: the perceived value and purchase behavior are influenced positively by the level of customers’ involvement whereas their satisfaction is negatively influenced by it; purchase behavior is not affected by perceived value directly, but it could be influenced indirectly through the dimension of satisfaction. Also, it was found that the tourists’ purchase behavior had been affected when they were involved in purchasing the products. The achievement developed by the single tourism agencies is better than that by the collective ones. After the tourists who had been investigated from different routes purchased the product, some of them were willing to pay much more for the product, while others were reluctant. It indicates that the market of railway tourism can be divided according to different tourist routes.
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