臺灣博碩士論文加值系統

台灣相關的旅遊展，以「ITF台北國際旅展（Taipei International Travel Fair）」與「KTF高雄國際旅展（Kaohsiung International Travel Fair）」兩者為國內最具規模、最具代表性與專業的旅遊展覽，也是集結國內、外旅遊相關產業的綜合展，每一年舉辦都能帶動觀光旅遊風潮。基於此，本研究嘗試探討旅展參展廠商的促銷方式、品牌形象、顧客知覺價值對於消費者購買意圖之影響，亦計畫加入產品涉入及知覺風險干擾因素來建構研究架構。研究採用問卷調查法，以網路問卷進行調查，以曾參觀台北旅展或高雄旅展之消費者為研究對象進行便利抽樣調查，並應用探索性因素分析、信效度分析、階層迴歸分析及SEM來探討各構念間的信效度及關聯性，研究發現，促銷方式及品牌形象會正向影響知覺價質，知覺價值正向影響消費者購買意願，而產品涉入及知覺風險的干擾效果不顯著，其研究結果有助於展覽主辦單位在未來策劃旅遊展覽時，在旅展的促銷方式、品牌形象及知覺價值能針對不同背景變項之消費者進行設計，以期得到最好的參展績效，讓業者及消費者都能獲得雙贏局面。

ITF (Taipei International Travel Fair) and KTF (Kaohsiung International Travel Fair) are the most popular, representative and professional tourism exhibitions in Taiwan. ITF &; KTF are unmistakable trends at travel fair every year. In terms of this, the present study asks investigated the sales promotions of the exhibitors, brand images and the influences of customer perceived value on purchase intention combining with the factor analysis of product involvement and perceived risk. The study Data was collected from the internet questionnaires and the interviewees visiting ITF and KTF were chosen randomly as convenience sampling. The data was analyzed by exploratory factor analysis, confirmatory factor analysis, path analysis and hierarchical regression to confirm the correlation of reliability and validity. Results show that sales promotions as well as brand images positively effects on customer perceived value; also customer perceived value positively effects on purchase intention with insignificant interferences from product involvement and perceived risk. The conclusions of present study will contribute to the exhibition organizers by the prospect of conducting sales promotion, brand images and marketing planning of customer perceived value.

目 錄
摘 要 i
英文摘要 ii
誌謝 iii
目 錄 iv
表目錄 vii
圖目錄 ix
第一章 緒 論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 研究流程 4
第二章 文獻探討 6
2.1 旅遊展覽 6
一、ITF 台北國際旅展 6
二、KTF 高雄國際旅展 7
2.2 促銷方式 8
一、促銷方式的定義 8
二、促銷方式的衡量構面 8
三、小結 11
2.3 品牌形象 11
一、品牌形象的定義 11
二、品牌形象的衡量構面 13
三、小結 15
2.4 知覺價值 15
一、知覺價值的定義 15
二、知覺價值的衡量構面 16
三、小結 17
2.5 購買意圖 17
一、購買意圖的定義 18
二、購買意圖的衡量構面 18
三、小結 19
2.6 產品涉入 19
一、產品涉入的定義 19
二、產品涉入的衡量構面 20
三、小結 21
2.7 知覺風險 21
一、知覺風險的定義 21
二、知覺風險衡量構面 23
三、小結 25
第三章 研究方法 26
3.1 相關理論探討 26
一、知覺價值理論 26
二、涉入理論 27
三、涉入分類 29
3.2 研究架構與研究假設 30
一、研究架構 30
二、研究假設 31
3.3 研究變數與操作型定義 33
一、促銷方式之操作型定義 33
二、產品涉入之操作型定義 34
三、品牌形象之操作型定義 35
四、知覺價值之操作型定義 35
五、知覺風險的之操作型定義 36
3.4 研究對象與抽樣設計 37
一、研究對象與資料蒐集 37
二、問卷前測 38
3.5資料分析方法 39
第四章 實證分析 41
4.1 問卷預試分析 41
4.2 問卷分析 44
4.3 信度分析 46
4.4 各構面之變異數分析 47
4.5 研究變項之相關分析 50
4.6 迴歸分析 50
4.7 信、效度分析 53
4.8 整體模式分析 60
4.9 產品涉入對促銷方式與知覺價值及品牌形象與知覺價值的干擾效果 65
4.10 研究架構假設實證結果 69
第五章 研究結論與建議 71
5.1 研究結論 71
5.2 研究建議 74
5.3 研究貢獻 75
5.4 研究限制 76
參 考 文 獻 77

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