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題名:台灣郵輪遊客之郵輪意象、知覺價值、滿意度與購後行為意圖之關聯性研究
作者:孟祥民
作者(外文):Shiang-Min Meng
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
指導教授:梁金樹
學位類別:博士
出版日期:2011
主題關鍵詞:郵輪意象知覺價值購後行為意圖麗星郵輪德非法結構方程式Cruise imageperceived valuesatisfactionpost-purchase behavioral intentionDelphi methodStructural Equation Modeling
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  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:3
摘要
數十年來郵輪觀光已成為國際上旅遊的重要標的,而遊客會藉由意象來對於郵輪旅遊的評估與選擇。為了瞭解遊客的動機,本研究試著將遊客行為經文獻探索演繹出郵輪意象,再經過旅遊歷程產生知覺價值、滿意度與購後行為意圖共四構面因素。
本研究為建立一套符合科學精神並深入探索遊客心理反應的構面關聯,從觀光與遊憩相關文獻中發現遊客的郵輪意象、知覺價值、滿意度與購後行為意圖具有關聯性,以德非法檢驗問卷項目來提升題項間的內容效度;嘗試透過德非法反覆驗證的題項具有量化分析的標準後,佐以結構方程式對遊客之問卷資料進行統計關聯性分析。
本研究以麗星郵輪遊客為研究對象,回收有效問卷906份,以線性結構方程式模型分析變項間之關係,研究結果發現:1. 遊客的郵輪意象顯著影響滿意度與知覺價值,2. 遊客的知覺價值顯著影響滿意度與購後行為意圖,3. 遊客的滿意度顯著影響購後行為意圖,以及4. 遊客的郵輪意象沒有直接影響購後行為意圖,但滿意度與知覺價值在二者之間具有中介的效果。
關鍵詞:郵輪意象、知覺價值、滿意度、購後行為意圖、麗星郵輪、德非法、結構方程式。
Abstract
Cruises have played a significant role in tourism over the past decades and the image of the cruise has been demonstrated to have an important influence on choice of resort mode. In an attempt to understand the motivations of the tourist, in this study we have undertaken a review of previous studies in order to generate a conceptual framework of cruise image, perceived value, satisfaction, and post-purchase behavioral intention.
This research describes the concept of the mental responses of tourists, together with methodological and statistical procedures for measuring tourist motivation in order to provide the reader with an overall picture of this phenomenon. Delphi and SEM methods were applied to the formulation of the questionnaire and to the data analysis used to examine these factors.
Tourists traveling on Star Cruises were asked to complete a questionnaire survey and the results of the 906 questionnaires thus obtained were used to explore the relationships among cruise image, perceived value, satisfaction and post-purchase behavioral intention. The results show that cruise image has a positive effect on the tourist’s perception of value and satisfaction. In addition, the cruise image does not play a significant role in post-purchase behavioral intention. Perceived value influences tourist satisfaction in a positive manner. Both perceived value and satisfaction are positively influence the post-purchase behavioral intention of tourists. The empirical findings suggest that perceived value and satisfaction along with cruise image play a mediating role in explaining post-purchase behavioral intention.
Keywords: Cruise image, perceived value, satisfaction, post-purchase behavioral intention, Delphi method, Structural Equation Modeling.
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