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題名:陸客來臺旅遊購買行為之決定因素與區域分析
作者:許玉音
作者(外文):HSU, YU-YIN
校院名稱:亞洲大學
系所名稱:經營管理學系
指導教授:鄭健雄
許世芸
學位類別:博士
出版日期:2017
主題關鍵詞:大陸觀光客購買行為決定因素消費偏好Chinese outbound touristbuying behaviordetermining factorsconsumption preference
原始連結:連回原系統網址new window
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近年來,大陸出境觀光客因全球境外消費最多的議題引起全世界注目。陸客來臺具有龐大的消費力並為臺灣觀光產業帶來很大的經濟效益。本研究旨在深入探索陸客來臺旅遊購買行為之決定因素與區域分析。因此,本文採取質性與量化混合之研究法以達此目的。質性研究部份,本文深度訪談18名資深導遊,經過內容分析,歸納出影響陸客購買行為的決定因素,涵蓋知覺價值、關係信任及服務創新等三大範疇,再細分為12類目,最重要的三個決定因素依序為「導購能力」、「品牌形象」及「行銷策略」。其它為產品屬性、金錢價格、功利效益、聲譽威望、誠信可靠、從眾效應、關係品質、獨特創意、價值創造等因素。量的研究部份,運用變異數分析法探討陸客三大區域的消費偏好,購買力與產品人均消費也於本文分析表述。經多重交叉比對發現,北方人喜愛「皇家尊貴型」的珊瑚和玉石等、江浙人喜愛「精品炫富型」的鑽石和名錶等、南方人喜愛「地方特產型」的名產和保健品。研究結論此三區域之陸客消費力與偏好,確實有顯著差異。
The issue of Chinese outbound tourists attracted attention from all over the world recently for their overseas consumption. Chinese tourists visit Taiwan with huge spending power and also bring great economic benefits to the tourism industry of Taiwan. The purpose of this research is to explore the determining factors and regional analysis of Chinese tourists’ purchase behavior in Taiwan. Therefore, this research triangulated mixed-method “qualitative” and “quantitative” to achieve this purpose. In term of the qualitative section, we conducted in-depth interviews with eighteen senior tour guides. Through content analysis, the determining factors affecting Chinses tourists’ purchase behavior were classified into three themes: perceived value, relative trust and service innovation. They included twelve categories and Top 3 important factors were “shopping guide, brand image and promotion strategy”. The others were product property, monetary price, utilitarian benefit, prestige reputation, integrity trust, bandwagon effect, relationship quality, unique creativity, and value creation. In the quantitative area, one-way ANOVA was used to analyze data to compare the consumption preference among three regions of Chinese tourists. The average consumptions and purchasing power of the above items were also presented. We found out that Chinese tourists from different regions would be interested in purchasing different types of products. The tourists from North China prefer “Royalty-coral and jade”. The tourists from East China prefer “Boutique-diamond and watch”. The tourists from South China prefer “Specialty-local and health care products”. The result presented that the total expenditure was a significant difference among these three regions.
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