臺灣博碩士論文加值系統

面對國人對出國旅遊需求逐年成長，且出國旅遊往往是面對陌生國度的消費情境狀態，亦即出國旅遊常處於對產品資訊不對稱下即需進行消費決策。故本研究建構含有來源國形象與部落格信任之旅遊決策模式，探討來源國形象與部落格信任是否有助於提高旅遊意願，並以跟團與自由行之不同旅遊方式，分別驗證對部落格的信任與來源國形象對影響旅遊意願是否具有干擾之調節效果。
本研究以出國旅遊遊客為抽樣樣本，再透過結構方程模式驗證研究假說。經實證結果發現，出國旅遊者在形成旅遊決策時，會因來源國形象與對部落格的信任，而正向影響國外旅遊意願。另旅遊方式對來源國形象影響旅遊意願具有調節效果，其中跟團旅遊方式對影響旅遊意願具有強化效果；而旅遊方式對部落格信任影響旅遊意願亦具有調節效果，其中自由行旅遊方式對影響旅遊意願具有強化效果。進一步發現，跟團旅遊消費者會受旅遊國家之來源國形象而影響旅遊意願較自由行消費者來得高；但自由行消費者會受參考部落格而影響旅遊意願則較跟團旅遊消費者來得高。故針對跟團旅遊方式，可強化消費者之來源國形象認知，有助提升旅遊意願；針對自由行旅遊方式，則應強化旅遊部落格對消費者之信任感，有助提升旅遊意願。

Taiwanese going abroad getting higher, and travel abroad are often unfamiliar country context state spending, that often travel abroad in the state of product information asymmetry then need to make decision. Therefore, this study construction of tourism decision-making model containing country of origin image and blogs trust, and discussion country of origin image and blogs trust if help to improve travel intention. This study also use different travel type to test moderating effect of country of origin image and blogs trust impact on travel Intention.
In this study sample of tourists traveling abroad, revalidation hypotheses using structural equation modeling. Empirical results show that, country of origin image and blogs trust positive impact of foreign travel Intention. And travel type have moderating effect to country of origin image impact on travel Intention, that travel with a tour group impact of tourism on the will have the effect of strengthening. Also travel type have moderating effect to blogs trust impact on travel Intention, that travel independently impact of tourism on the will have the effect of strengthening. Further found, travel with a tour group of tourist will be affected by the image of the country of origin and the impact of tourism destinations wishes of tourist are more than the travel independently tourist. But travel independently will be affected by the blogs trust and the impact of tourism destinations wishes of tourist are more than the travel with a tour group. Therefore, for travel with a tour group tourist can enhance consumer awareness of country of origin image, willingness to help improve tourism. For travel independently tourist, should strengthen the sense of travel blogs on consumer confidence, willingness to help improve tourism.

目 錄
摘要.....................................................Ⅰ
英文摘要.................................................Ⅱ
目錄.....................................................Ⅲ
表目次...................................................Ⅴ
圖目次...................................................Ⅶ
第一章 緒 論..............................................1
第一節 研究背景與動機.................................1
第二節 研究範圍與資料來源.............................4
第三節 研究流程.......................................5
第二章 文獻探討...........................................7
第一節 目的地意象相關文獻.............................7
第二節 來源國形象相關文獻............................10
第三節 信任相關文獻..................................14
第四節 旅遊意願相關文獻..............................19
第三章 研究設計..........................................23
第一節 研究架構與假說................................23
第二節 變數說明......................................25
第三節 抽樣設計......................................29
第四節 結構方程式....................................30
第四章 實證分析..........................................34
第一節 樣本基本資料分析..............................34
第二節 驗證性因素分析................................37
第三節 信效度與配適度分析............................41
第四節 整體模式分析..................................45
第五章 結論與建議........................................51
第一節 結論..........................................51
第二節 建議..........................................52
參考文獻.................................................54
中文文獻.............................................54
英文文獻.............................................55

表目次
表2-1 目的地意象定義彙整..................................8
表2-2 目的地意象構面彙整..................................9
表2-3 來源國形象定義彙整.................................11
表2-4 來源國形象構面彙整.................................13
表2-5 信任定義彙整.......................................16
表2-6 信任構面彙整.......................................18
表2-7 旅遊意願定義彙整...................................20
表2-8 旅遊意願構面彙整...................................21
表3-1 來源國形象操作型定義與衡量問項.....................26
表3-2 部落格信任操作型定與衡量問項.......................27
表3-3 旅遊意願操作型定義與衡量問項.......................28
表3-4 行為變數衡量問項...................................28
表3-5 人口統計變數衡量問項...............................29
表3-6 抽取樣本統計彙整...................................30
表3-7 測量模式方程式.....................................31
表3-8 測量模式方程式符號說明.............................32
表3-9 結構方程式符號說明.................................32
表3-10 本研究結構方程模式關係模型之配適度檢定............33
表4-1 人口統計樣本結構...................................35
表4-2 變數分析統計.......................................36
表4-3 來源國形象構面CFA分析.............................38
表4-4 部落格信任構面CFA分析.............................39
表4-5 旅遊意願構面CFA分析...............................40
表4-6 信度衡量檢驗模式...................................41
表4-7 各構面之組合信度（CR）與平均變異數抽取量（AVE）....42
表4-8 各構面之區別效度...................................43
表4-9 本研究結構方程模式關係模型之配適度檢定.............44
表4-10 整體模式係數彙整..................................46
表4-11 整體樣本與兩群體之模型配適度......................48
表4-12 跟團旅遊和自由行路徑估計值之顯著情況..............49
表4-13 路徑係數恆等性檢驗結果表..........................50
表4-14 不同旅遊形式之干擾路徑係數分析表..................50

圖目次
圖1-1 研究流程............................................6
圖3-1 研究架構...........................................23
圖4-1 來源國形象一階驗證分析.............................37
圖4-2 部落格信任一階驗證分析.............................39
圖4-3 旅遊意願一階驗證分析...............................40
圖4-4 各構面題項效度分析圖...............................43
圖4-5 整體模式分析.......................................45

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