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題名:回憶無限、快樂無價:旅遊產品消費者選擇之研究
作者:黃永全
作者(外文):Huang, Yung-Chuan
校院名稱:國立嘉義大學
系所名稱:企業管理學系
指導教授:凌儀玲博士
學位類別:博士
出版日期:2013
主題關鍵詞:旅遊類型快樂物質主義社會經濟地位生活滿意度Tour TypesHappinessMaterialismSocioeconomic StatusLife Satisfaction
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本研究以消費者選擇旅遊產品所獲得快樂直接與間接效果之觀點,探討不同購買類型如何影響快樂。首先,探討消費者購買旅遊產品與物質產品之享樂適應比較(間接效果),以及個人特性(物質主義、社會經濟地位、性別)的干擾效果。接著,以旅遊目標導向-高價位非購物旅遊團與低價位購物旅遊團,探討消費者參加不同的旅遊類型帶來立即快樂程度(直接效果),以及個人特性(個人生活滿意度、環境滿意度、性別)對其干擾效果。
研究以實驗法進行,研究一以一般民眾樣本共計256份、研究二以實際旅客樣本共計257份。結果發現以旅遊產品探討選擇得到的利益-快樂發現,旅遊產品比物質式產品所獲得回憶的自我快樂較持續,享樂適應較不容易發生(研究一)。探討旅遊類型以高價位非購物旅遊團與低價位購物旅遊團快樂比較發現,低價或許是消費者選擇旅遊產品重視因素,但無法與獲得旅遊快樂成正比(研究二)。最後本研究針對消費者選擇的結果利益提出解釋與建議,以提供旅遊業者在行銷實務之助益。
This study investigates how different types of travel products purchase affect happiness based on the direct and indirect effects gained from consumers in choosing their travel products. First, the comparison of hedonic adaptation (indirect effect) between consumers’ purchasing travel products and material products and the moderating effect of personal qualities (materialism, socioeconomic status, gender) are discussed. Next, based on travel goal-oriented tours - high priced tour without shopping and low priced tour with shopping, the degree of instant happiness (direct effect) brought to consumers by their joining different tour types as well as the moderating effect of personal qualities (personal life satisfaction, satisfaction with environment, gender) involved are studied.
The study was conducted experimentally. 256 samples were gathered from common people in Experiment I, whereas in Experiment II, 257 samples were collected from actual tourists. It was found that the happiness from memory of the travel products would last longer than that of the material products when we studied the consumers’ benefit – happiness obtained from the travel products, in which the hedonic adaptation was less likely to happen (Experiment I). By comparing high priced tour without shopping to low priced tour with shopping, we concluded that low price could be an important factor when consumers tried to make a decision about travel products; however, it was not in proportion to the happiness got from travel itself (Experiment II). Lastly, explanations and suggestions are provided in this study for the advantages of the choice consumers make, to bring benefits of practice in marketing to people from travel industry.
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