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題名：遊客多構面知覺價值、整體顧客價值與後續行為意圖的關係--年齡的干擾效果
書刊名：企業管理學報
作者：張淑青／鍾育明 引用關係
作者(外文)：Chang, Su-ching／Chung, Yu-ming
出版日期：2005
卷期：67
頁次：頁105-136
主題關鍵詞：知覺價值；整體顧客價值；行為意圖；Perceived value；Overall customer value；Behavioral intentions
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(9) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:8
  • 共同引用共同引用:40
  • 點閱點閱:44
由於澎湖觀光相關產業正面臨嚴厲的競爭，因此有必要探索遊客未來的重遊與推薦意願，作為澎湖觀光旅遊發展的依據。本研究目的旨在由「價值基礎途徑」的觀點來探討遊客在觀光旅遊服務交易過程中「得」項（即旅遊品質）與「給」項（即支付價格）之間的權衡，以到訪澎湖的遊客為研究樣本，建構線性迴歸模式，並使用問卷調查法來探討觀光旅遊知覺價值、整體顧客價值與行為意圖之間的影響關係及遊客年齡的干擾效果。研究發現觀光旅遊知覺價值對整體顧客價值有顯著正向影響，整體顧客價值對行為意圖亦有顯著正向影響，且驗證遊客年齡的干擾效果，研究結果提供觀光旅遊相關業者作為市場區隔的策略性參考。
Because of the tourism industry is facing with severe competition, therefore, it is necessary to explore the visitors' intentions of re-visit and recommendation for tourism development in Penghu. The purpose of this study was to adopt the viewpoints of value-based approach for discussing about the trade-off what the visitors' “get”(travel quality) and what the visitors' “give” (pay for the travel price) in tourism service. The visitors in Penghu were selected as study samples; the linear regression models have been constructed and the questionnaire method was used to explore the relationships among the perceived value, overall customer value and behavioral intentions, the moderating effects of visitors' age was discussed as well. The findings indicate the perceived value has significant positive effect on overall customer value and overall customer value has significant positive effect on behavioral intentions, the moderating effects of visitors' age has been tested. On the basis of the research results, the sample and concrete managerial suggestions and segmentation strategy are offered for related tourism industry.
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研究報告
1.交通部觀光局(1994)。十二年台灣地區國民旅遊狀況調查報告。  延伸查詢new window
2.交通部觀光局澎湖國家風景區管理處(2003)。「澎湖國家風景區遊客調查暨旅遊人次推估模式建立規劃」報告。  延伸查詢new window
3.交通部觀光局(1992)。國民旅遊模式及遊憩行為分析研究報告。  延伸查詢new window
學位論文
1.周淑惠(2001)。老年人參加團體旅遊之決策研究(碩士論文)。中國文化大學。  延伸查詢new window
2.錢宜黎(2000)。台北市手錶消費者的價值取向、購買資訊來源及購買行為之行銷意涵(碩士論文)。國立交通大學。  延伸查詢new window
3.蕭文傑(2003)。顧客價值與顧客忠誠度關係之研究--以T連鎖餐廳為例(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
4.簡永在(2002)。顧客關係策略與顧客價值、滿意度及行為意向關聯性之研究(碩士論文)。國立臺北科技大學。  延伸查詢new window
5.莊維浩(1998)。服務品質、服務價值與顧客滿意度關係之研究--以百貨公司為例(碩士論文)。東吳大學。  延伸查詢new window
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7.傅明珠(2004)。銀髮族海外旅遊市場區隔--動機／利益追求之觀點研究(碩士論文)。中國文化大學。  延伸查詢new window
圖書
1.陳正昌、程炳林、陳新豐、劉子鍵(2004)。多變量分析方法--統計軟體應用。台北市：五南圖書出版股份有限公司。  延伸查詢new window
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3.林建煌(2002)。消費者行為。臺北：智勝文化事業有限公司。  延伸查詢new window
4.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
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6.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
 
 
 
 
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