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題名:跳島郵輪旅遊之遊憩體驗、知覺風險、滿意度及再購意願模式之研究
作者:曾姿雯
作者(外文):TSENG,TZU-WEN
校院名稱:國立高雄科技大學
系所名稱:商業智慧學院博士班
指導教授:李一民
學位類別:博士
出版日期:2023
主題關鍵詞:S-O-R理論遊憩體驗知覺風險旅遊滿意度再購意願S-O-R TheoryRecreational ExperiencePerceived RiskTourism SatisfactionRepurchase Intention
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跳島郵輪旅遊業者創造真正的體驗價值,且在遊客對整體旅遊體驗,感受知覺到不同風險及滿意度下,是否可提升旅遊者的重遊意願,維持市場客源,這是跳島郵輪產業最重要的參考意義。然而過去研究多以知覺價值理論分析,本研究以 S-O-R 理論為基礎,梳理了前人的研究成果,選擇以旅遊體驗為自變數、知覺風險、及滿意度為中介變量、再購意願為因變數,運用文獻研究和數理統計方法,探索跳島郵輪旅遊顧客體驗對顧客滿意度、再購意願的作用機制。在更廣泛的意義上,本研究欲提出的模型可以用來改進現有的消費者行為理論和分析架構,因為它為如何將行為心理學的要素(例如 S-O-R 模型)與消費者行為研究的要素結合起來提供了建議。最後本研究結果顯示跳島郵輪旅遊的旅遊體驗對知覺風險具有正向影響; 知覺風險在旅遊體驗對顧客滿意度、再購意願具中介效果。最後並提出應設法提供增強遊客的積極情緒體驗和滿意感的活動、上岸行程規劃等實務建議
Island-hopping cruise operators aim to create genuine experiential value, and the extent to which they can enhance tourists' willingness to revisit and sustain market share amidst divergent perceptions of risk and satisfaction with the overall travel experience is a crucial reference for the industry. However, previous research has predominantly relied on the perceived value theory to examine this phenomenon. In this article, we attempt to employ the S-O-R theory as a framework to synthesize prior research findings. Specifically, we selected tourist experience as the independent variable, and perceived risk and satisfaction as the mediating variables, with repeat purchase intention as the dependent variable. Through a comprehensive review of relevant literature and statistical analysis, we investigate the mechanisms through which the island-hopping cruise customer experience influences customer satisfaction and repeat purchase intention. In a broader context, the model proposed in this study has the potential to advance existing consumer behavior theories and analytical frameworks, as it offers suggestions on how to integrate elements of behavioral psychology, such as the S-O-R model, with consumer behavior research. Finally, the results demonstrate that the island-hopping cruise travel experience positively affects perceived risk, and perceived risk serves as a mediator between tourist experience and customer satisfaction and repeat purchase .
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