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研究生:蕭麗茹
研究生(外文):Hsiao Li-Ju
論文名稱:社會影響與消費者從眾行為之關係-以購買旅遊產品為例
論文名稱(外文):The Relationship between Social Influence and Customers’ Conformity Behavior- A Case Study on purchasing Travel Product
指導教授:戴有德戴有德引用關係
指導教授(外文):Dai You-De
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:觀光休閒管理研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
中文關鍵詞:社會影響資訊性影響規範性影響從眾行為涉入衝動性特質
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現今消費文化的消費者容易受到外在社會影響的驅使,進而產生了從眾購物的現象。而此現象已經不僅僅侷限在一般的日常購物上,更擴展到旅遊產品上,而這種文化對於觀光產業的從業人員來說,是非常重要的。由於目前有關從眾行為的相關研究大多著眾於一般的商品,考量近來國內對旅遊活動的需求日益殷切,因此本研究希望可以探討消費者在購買旅遊商品時,社會影響對於消費者的影響程度之大小是否會影響到消費者從眾行為之意願的高低,其中社會影響又分為資訊性影響與規範性影響。
故本研究的目的為:一、探討社會影響與消費者從眾行為之關係;二、釐清消費者本身的涉入程度是否會干擾社會影響與消費者從眾行為之關係;三、釐清消費者本身的衝動性特質是否會干擾社會影響與消費者從眾行為之關係。
研究結果發現:一、資訊性與規範性影響皆對消費者從眾行為之意願有正向之影響;二、相對於規範性影響,消費者較容易受到資訊性影響;三、消費者本身涉入程度會干擾社會影響與從眾行為之關係;四、消費者本身衝動性特質之程度會干擾社會影響與從眾行為之關係。最後,本研究提供研究限制以及後續研究建議供後續研究者做為參考。

In the present customers’ purchasing culture, social influence would easily prompt customers to result in the phenomenon of conformity behavior. Therefore, it already not only limited in the general daily shopping but also expands to the tourism product. It is very important for salespersons of tourism industry. Because this study thinks that most of related researches of conformity behavior focus on general commodity, considering the increasing demands of travel product, this study hopes to investigate the relationship between social Influence and customers’ conformity behavior when customers buy travel products. Moreover, the social influence divides into informational influence and normative influence.
There are three purposes of this research: 1. to investigate how the relationship between social Influence and customers’ conformity behavior; 2. to investigate whether the different levels of involvement would moderate the relationship between social Influence and customers’ conformity behavior or not; and 3. to investigate whether the different levels of impulsive trait would moderate the relationship between social Influence and customers’ conformity behavior or not
The results are: 1. both informational influence and normative influence affect positively customers’ conformity behavior;2. informational influence is more influential than normative influence;3. customers with different levels of involvement would moderate the relationship between Social Influence and customers’ conformity behavior;4. customers with different levels of impulsive trait would moderate the relationship between Social Influence and customers’ conformity behavior. Finally, this research supplies some limitations and suggestions for someone who wants to do further research.


目錄 VI
表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與目的 5
第三節 重要名詞定義 8
第二章 文獻回顧 10
第一節 從眾行為 (Conformity Behavior) 10
第二節 社會影響(Social Influence) 18
第三節 涉入(Involvement) 19
第四節 衝動性特質 (Impulsive Trait) 26
第五節 社會影響、涉入、衝動性特質與從眾行為之關係 29
第三章 研究方法 33
第一節 研究架構 33
第二節 研究抽樣設計 34
第三節 研究變項之操作型定義與衡量 35
第四節 資料分析方法 41
第四章 研究結果與分析 44
第一節 敘述性統計分析 44
第二節 探索性因素分析與信度分析 50
第三節 驗證性因素分析 52
第四節 假設結構模型之配適度分析 56
第五節 測試模式的假設分析 57
第六節 恆等性檢定 60
第五章 結論與建議 66
第一節 研究結論 66
第二節 管理意涵與建議 68
第三節 研究限制與後續研究建議 70
參考文獻 73
附錄一 前測問卷 86
附錄二 正式問卷 89

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