醫療旅遊購買意願模型恆等性分析--以美籍與大陸籍旅客為例_

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題名：	醫療旅遊購買意願模型恆等性分析--以美籍與大陸籍旅客為例
書刊名：	運動與遊憩研究
作者：	葉晶雯
作者(外文)：	Yeh, Ching-wen
出版日期：	2013
卷期：	8:1
頁次：	頁48-70
主題關鍵詞：	國家形象；產品知識；知覺風險；購買意願；醫療旅遊；不變性檢定；Country image；Product knowledge；Perceived risk；Purchase intention；Medical tourism；Invariance test
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:45

本研究嘗試提出醫療旅遊購買意願模型，針對大陸及美籍兩群組，分別進行測量模式與結構模式的穩定度及不變性檢定。本研究運用問卷調查方式搜集資料，以接待大陸與美國為主的旅行社，抽取旅行社中來台的大陸及美籍觀光客，請其協助填寫問卷。問卷共發出1000份，有效問卷共600份，有效問卷回收率60%。結果顯示：一、產品知識對購買意願有顯著正向影響；二、國家形象對購買意願有顯著正向影響；三、產品知識對知覺風險有顯著負向影響；四、國家形象對知覺風險有顯著負向影響；五、知覺風險對購買意願有顯著負向影響。在醫療旅遊購買意願模型方面，跨群組樣本共變數矩陣具有不變性。最後，本研究針對醫療旅遊經營業者提出若干建議。

以文找文

The study constructed the basic model on the medical tourism of purchasing intention before the cross-group invariance test. By cooperating with travel agencies which mainly cope with tourists from China, and America, we choose Chinese, American tourists randomly to help filling out the questionnaire. One thousand questionnaires were distributed, and the procedure yielded 600 valid samples; of which 60% were recovered. Results show that: 1. product knowledge positively and significantly affect purchase intention; 2. country image positively and significantly affect purchase intention; 3. product knowledge negatively and significantly affect perceived risk; 4. country image negatively and significantly affect perceived risk; 5. perceived risk negatively and significantly affect purchase intention. Based on the examination of the structural equation modeling on the cross-group samples including Mainland Chinese tourists and American tourists, the stability and cross validation test of structural model were proceeded to construct the related construct facet and theory model. Finally, this study provides management recommendations as a reference for business owners.

以文找文

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