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題名:前置因子、非計畫性購買行為、服務補償及再購意願之探討研究-以國際旅展(ITF)為例
作者:呂國賢
作者(外文):Lu, Kuo-Hsien
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:吳志明
方珍玲
學位類別:博士
出版日期:2020
主題關鍵詞:國際觀光旅展非計畫性購買行為前置因子享樂型購物價值實用型購物價值非計畫性購買行為服務補償再購意願International Travel FairAntecedents of Unplanned Purchase BehaviorHedonistic Shopping ValueUtilitarian Shopping ValueUnplanned Purchase BehaviorService Recovery
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本研究旨在探討臺灣國際觀光旅展的非計畫性購買行為前置因素(服務氣候、旅展吸引力、店內因素、店外因素)、非計畫性購買行為以及再購意願之關係,並以購物價值(實用型購物、享樂型購物)當作非計畫性購買行為前置因素與非計畫性購買行為之調節變項;以服務補償當作非計畫性購買行為與再購意願之調節變項。本研究至國際觀光旅展現場發放紙本問卷,共計回收446份研究問卷,經結構方程模型分析發現:(1)服務氣候、店內因素以及店外因素均可正向影響非計畫性購買行為;(2)享樂型購物價值顯著強化「店外因素與非計畫性購買行為」之正向關係;(3)實用型購物價值顯著強化「服務氣候與非計畫性購買行為」、「旅展吸引力與非計畫性購買行為」、「店內因素與非計畫性購買行為」之正向關係;(4)服務補償顯著強化「非計畫購買行為與再購意願」之正向關係。最後本研究提出具體實務建議給未來籌辦國際觀光旅展之單位,期望有助於增進臺灣國際觀光旅展的蓬勃發展。
The study examined the relationship among antecedents of unplanned purchase behavior (service climate, travel attraction, in-store factors, out-of-store factors), unplanned purchase behavior, and repurchase intention in international travel fair. Shopping value (utilitarian shopping, hedonic shopping) was chosen as the aforementioned behavior and moderator variable of unplanned purchase behavior; service recovery was chosen as moderator variable of unplanned purchase behavior and repurchase intention. Questionnaires were distributed to at an international travel fair. A total of 446 valid samples collected . It was found through analysis of the structural equation model that: (1) service climate, in-store factors, and out-of-store factors can positively affect unplanned purchase behavior; (2) the value of hedonistic shopping significantly strengthens the positive relationship between “out-of-store factors and unplanned purchasing behavior”; (3) the value of utilitarian shopping significantly strengthens the positive relationship between “service climate and unplanned purchasing behavior”, “travel attraction and unplanned purchase behavior", and "in-store factors and unplanned purchase behavior"; (4) service recovery significantly strengthens the positive relationship between "unplanned purchase behavior and repurchase intention ". Finally, this study proposed practical advice for conducting unit planning and international travel fair in the future, and it is expected to help promote the vigorous development of Taiwan international travel fair .
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三、網路參考文獻
行政院交通部觀光局(2019)。2007-2018年國人國內旅遊總次數變化,取自https://admin.taiwan.net.tw/
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