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題名：大陸觀光客購茶風險知覺影響其購買情緒及購買意願之研究
書刊名：國立彰化師範大學文學院學報
作者：劉瓊如／廖葆禎 引用關係／林濰榕 引用關係
作者(外文)：Liu, Chyong-ru／Liao, Bao-chen／Lin, Wei-rong
出版日期：2012
卷期：5
頁次：頁129-146
主題關鍵詞：風險理論；購物風險；情緒；購買意願；Risk theory；Shopping risks；Emotions；Purchase intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:20
  • 點閱點閱:76
購物能發展成一種觀光資源乃仰賴購物環境的品質、吸引力和安全。當觀光客感受到購物風險時，如購物被騙、遭受商家為難、或於目的地被限制活動，可能會影響其購物行為。因此降低觀光客在購物環境中的風險知覺乃管理單位的重要課題。本研究基於Yüksel and Yüksel（2007）發展的「風險知覺-購物情緒-滿意度-忠誠意圖」模型為基礎，改編驗證阿里山地區，購茶大陸觀光客「風險知覺-購物情緒-購買意願」的消費行為理論模式。本研究訪查244名大陸觀光客，以線性結構方程式進行模式檢定。研究結果證實，觀光客知覺到的風險將負向影響愉悅購物情緒，觀光客的愉悅與所喚起的購物情緒將正向影響購買意願。本文貢獻在針對過去「風險知覺-購物情緒-購買意願」模式，提出較合宜的消費行為理論模式。最後將提出研究結果的意涵與未來研究建議。
The potential for shopping to be developed as a tourism resource depends on quality, attractiveness, and safety of the shopping environment. When tourists perceive a risk in shopping, such as fraudery, harassment from the vender, or restriction of activity at the destination, this may in turn affect their purchasing behavior. Thus reducing the perception of risk in tourist shopping environments is an issue of significance for management. This paper builds on the model adapted by Yüksel and Yüksel (2007) to validate the ”risk perception-buying emotion-purchasing intention” consumer behavioral model though an investigation of tourists from Mainland China buying tea in the Alishan area. 244 tourists from Mainland China were surveyed, the results of which were tested with linear structural equation analysis. The results indicate that the perception of shopping risks by the tourists have a negative influence on purchasing emotion. Happiness or excited purchasing emotions in turn have a positive influence on willingness to purchase. This paper aims to contribute a more appropriate theoretical model of consumer behavior than the past ”risk perception-buying emotion-purchase intention” model. It will be followed by analysis of these results and suggestions for possible future research.
期刊論文
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4.Sönmez, S. F.、Graefe, A. R.(1998)。Influence of terrorism risk on foreign tourism decisions。Annals of Tourism Research，25(1)，112-144。  new window
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6.Yüksel, A.、Yüksel, F.(2007)。Shopping Risk Perceptions: Effects on Tourist’s Emotion, Satisfaction and Loyalty Intentions。Tourism Management，28(3)，703-713。  new window
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14.Bigné, J. E.、Andreu, L.、Gnoth, J.(2005)。The Theme Park Experience: An Analysis of Pleasure, Arousal and Satisfaction。Tourism Management，26(6)，833-844。  new window
15.Schneider, B.、Bowen, D. E.(1999)。Understanding customer delight and outrage。Sloan Management Review，41(1)，35-45。  new window
16.Machleit, Karen A.、Eroglu, Sevgin A.(2000)。Describing and measuring emotional response to shopping experience。Journal of Business Research，49(2)，101-111。  new window
17.Babin, Barry J.、Darden, William R.(1995)。Consumer self-regulation in a retail environment。Journal of Retailing，71(1)，47-70。  new window
18.Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Norm(1998)。The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions。Journal of Retailing，74(3)，331-352。  new window
19.Tsaur, Sheng-Hshiung、Tzeng, Gwo-Hshiung、Wang, Kuo-Ching(1997)。Evaluating Tourist Risks: from Fuzzy Perspectives。Annals of Tourism Research，24(4)，796-812。  new window
20.Roehl, Wesley S.、Fesenmaier, Daniel R.(1992)。Risk Perceptions and Pleasure Travel: An Exploratory Analysis。Journal of Travel Research，30(4)，17-26。  new window
21.Roselius, Ted(1971)。Consumer Rankings of Risk Reduction Methods。Journal of Marketing，35(1)，56-61。  new window
22.Mehrabian, A.、Russell, J. A.(1974)。The basic emotional impact of environments。Perceptual and Motor Skills，38(1)，283-301。  new window
23.Hui, M. K.、Dube, L.、Chebat, J.(1997)。The Impact of Music on Consumers' Reactions to Waiting for Services。Journal of Retailing，73(1)，87-104。  new window
24.Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。  new window
25.Dowling, Grahame R.、Staelin, Richard(1994)。A model of perceived risk and intended risk-handling activity。Journal of consumer Research，21(1)，119-134。  new window
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29.Donovan, Robert J.、Rossiter, John R.(1982)。Store atmosphere: An environmental psychology approach。Journal of Retailing，58(1)，34-57。  new window
30.Lin, Ingrid Y.(2004)。Evaluating a servicescape: the effect of cognition and emotion。International Journal of Hospitality Management，23(2)，163-178。  new window
31.于丹、董大海、劉瑞明、原永丹(2007)。網上購物風險來源、類型及其影響因素研究第2期。大連理工大學學報，2，13-19。  延伸查詢new window
32.Doyle, P.、Fenwick, I.(1974)。How store image aspects shopping habits in grocery chains。Journal of Retailing，50(4)，39-52。  new window
33.Floyd, M.、Pennington-Gray, L.(2004)。Profiling risk perceptions of tourists。Annals of Tourism Research，31，1051-1054。  new window
34.Bloch, H. P.、Ridgway, M. N.、Dawson, A. S.,(1994)。The shopping mall as a consumer habitat。Journal of Retailing，70，23-42。  new window
35.Chebat, J.、Michon, R.(2003)。Impact of ambient odors on mall shoppers’emotions, cognition, and spending。Journal of Business Research，56，529-539。  new window
36.Cox, A. D.、Cox, D.、Anderson, R. D.(2005)。Reassessing the pleasures of store shopping。Journal of Business Research，58(3)，250-259。  new window
37.Machleit, A. K.、Mantel, P. S.(2001)。Emotional response and shopping satisfaction: Moderating effects of shopper attributions。Journal of Business Research，54，97-106。  new window
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會議論文
1.劉瑞都、李宗鴻(2008)。購買比賽茶行為模式之研究－以購買鹿谷鄉農會比賽茶為例。  延伸查詢new window
2.劉瓊如、廖葆禎(2010)。阿里山觀光茶園顧客價值創新策略之研究。  延伸查詢new window
學位論文
1.林碧霞(2007)。品牌形象及產品知識對購買意願之影響--價格折扣干擾效果之探討(碩士論文)。大同大學。  延伸查詢new window
2.鄭如婷(2007)。茶觀光客動機與紀念品購買偏好之探討--以貓空地區為例(碩士論文)。中國文化大學。  延伸查詢new window
3.陳翰平(2001)。商店氣氛對情緒與趨避行為影響之研究(碩士論文)。高雄第一科技大學。  延伸查詢new window
4.王致遠(2006)。大陸人士來台觀光套裝行程滿意度之研究(碩士論文)。南華大學。  延伸查詢new window
5.吳德君(2005)。促銷方式、促銷情境對購買意願的影響-購物方式與產品涉入為干擾變數。大同大學。  延伸查詢new window
6.陳囿任(2005)。商店氣氛、顧客情緒與忠誠關係之研究--以統一星巴克為例。國立台北大學。  延伸查詢new window
圖書
1.黃芳銘(2002)。結構方程模式--理論與應用。臺北市：五南。  延伸查詢new window
2.Jöreskog, K. G.、Sörbom, D.(1989)。LISREL 7: A Guide to the Program and Application。Chicago, IL：Scientific Software International, Inc.：SPSS Inc。  new window
3.蔣玉飛(2006)。基於推拉模型的旅遊購物決策研究－以廣州居民在港旅遊購物為例。廣州。  延伸查詢new window
4.薛英(2006)。基於消費心理學的旅遊購物決策研究。大連。  延伸查詢new window
 
 
 
 
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