臺灣博碩士論文加值系統

由於台灣生活水準和國民所得的提昇，自1979年開放國人出國觀，台灣的旅遊市場由單向觀光轉變成雙向觀光，也是觀光產業發展的成長階段。本研究在瞭解消費者海外旅遊動機、知覺價值、知覺風險、購後行為、旅遊意願之影響。研究架構由文獻探討與研究相關變數之關聯性。研究對象針對有二次以上海外旅遊經驗的消費者進行發放，共收集有效問卷237 份。依據研究分析之結果顯示，消費者之旅遊動機對知覺價值與知覺風險之關係有正向顯著的影響；知覺價值與知覺風險會影響購後行為；購後行為對於旅遊意願有正向顯著的影響。區分一般人與達人對知覺價值與知覺風險對購後行為之影響，整體分析結果知覺價值與購後行為有顯著之影響；一般人對知覺風險與購後行為有顯著之影響；達人對知覺價值與購後行為有顯著之影響。所以客觀地落實消費者之需求，也使旅行社可以隨時掌握公司運作狀況與整合消費者的需求，以做為觀光產業在未來規劃旅遊產品時，各種資訊整合之參考，才能快速反應環境及市場變動並維持旅行社長遠競爭優勢。

Due to the enhancement of Taiwan's living standards and national income, The 1979 opened the door to allow foreigners from abroad to come to Taiwan for sightseeing. Tourism market in Taiwan has became a two-way tourism instead of the one-way tourism that it used to be, and it is also the growing stage of the tourism industry in Taiwan. The purpose of this study is to understand the relationship among travel motivation, perceived value, perceived risk, post-purchase behavior, as well as the intention of travel. The research framework is constructed from the related literature of research variables. The questionnaires survey was distributed to travellers who have joined the oversea trip with the help of a travel agency. The result of this study indicated that travel motivation will affect significantly with variable factors such as perceived value and perceived risk. Furthermore, customer’s perceived value and perceived risk will affect Post-purchase behavior. Finally, Post-purchase behavioural will affect customer’s intention to travel. Distinction between ordinary people and a professional traveler will have a different impact on the purchase behavior. The overall analysis of perceived value and purchase behavior have significant impact on the perceived value and perceived risk; most people have significant impact on the perceived risk and purchase behaviors. So if we objectively implement consumer demand, but also enabling the travel agents to keep track of the operating conditions and the integration of consumer demand, as this will apply to all the tourism products in the industry. All kinds of information integration of the mentioned can keep up to the rapid reaction environment and changes in the market travel and maintain long-term competitive advantage.

目錄
摘要 I
Abstract II
誌謝辭 III
目錄 IV
圖目錄 VI
表目錄 VII
第壹章 緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究目的與問題3
第四節 研究範圍與研究流程4
第貳章 文獻探討6
第一節 消費者購買決策6
第二節 動機（Motivation）9
第三節 旅遊動機（Travel Motivation）13
第四節 知覺價值（Perceived Value）17
第五節 知覺風險（Perceived Risk）20
第六節 購買決策（Buying Decision）25
第參章 研究方法26
第一節 研究背景26
第二節 研究假設26
第三節 研究變項及操作性定義27
第四節 問卷設計31
第五節 資料分析方法 32
第肆章 資料分析33
第一節 描述性分析(Descriptive Statistics Analysis)34
第二節 信度分析(Reliability Analysis)36
第三節 獨立樣本T檢定分析（Independent Samples T Test）37
第四節 簡單線性迴歸分析(Simple Linear Regression)38
第五節 多元迴歸分析(Multiple Regression)49
第伍章 結論與建議56
第一節 研究結論56
第二節 研究建議58
第三節 研究限制與後續研究方向60
參考文獻61
中文文獻61
英文文獻63
網際網路資料參考70
正式問卷71

圖目錄
圖1-1：馬斯洛需要階層理論2
圖1-2：觀光構成要素4
圖1-3：研究流程圖5
圖2-1：觀光需求與觀光行為之過程6
圖2-2：消費者購買決策程序六步驟8
圖2-3：動機的過程10
圖3-1：研究架構圖26

表目錄
表2-1：購買決策型態的特性11
表2-2：購買決策與消費涉入決策過程12
表2-3：Thomas(1964)歸納18項旅遊動機 13
表2-4：觀光需求層次的愉快與不愉快經驗 14
表2-5：旅遊動機14
表2-6：旅遊動機定義表格16
表2-7：知覺價值定義表格19
表2-8：知覺風險定義表格22
表2-9：調處旅遊糾紛分類統計表23
表2-10：知覺風險構面表格24
表3-1：消費者特質問卷衡量表27
表3-2：旅遊動機因素構面衡量表27
表3-3：知覺價值因素構面衡量表28
表3-4：知覺風險因素構面衡量表29
表3-5：購後行為因素構面衡量表30
表3-6：旅遊意願因素構面衡量表30
表4-1：各構面之平均數與標準差33
表4-2：描述性統計分析表35
表4-3：信度分析36
表4-4：各構面獨立樣本T檢定表(性別)37
表4-5：各構面之簡單線性迴歸分析（樣本整體）39
表4-6：各構面之簡單線性迴歸係數分析表（樣本整體）40
表4-7：各構面之簡單線性迴歸分析（一般旅客）42
表4-8：各構面之簡單線性迴歸係數分析表（一般旅客）43
表4-9：各構面之簡單線性迴歸分析（旅遊逹人）45
表4-10：各構面之簡單線性迴歸係數分析表（旅遊逹人）46
表4-11：各構面之簡單線性迴歸合併分析表47
表4-12：各構面之簡單線性迴歸係數合併分析表48
表4-13：知覺價值與知覺風險對購後行為之多元迴歸分析（樣本整體）49
表4-14：知覺價值與知覺風險對購後行為之迴歸係數與複共線性分析表（樣本整體）50
表4-15：知覺價值與知覺風險對購後行為之迴歸分析（一般旅客）51
表4-16：知覺價值與知覺風險對購後行為之迴歸係數與複共線性分析表（一般旅客）52
表4-17：知覺價值與知覺風險對購後行為之迴歸分析（旅遊逹人）53
表4-18：知覺價值與知覺風險對購後行為之迴歸係數與複共線性分析表（旅遊逹人）54
表4-19：知覺價值與知覺風險對購後行為之多元迴歸合併分析表 55
表4-20：知覺價值與知覺風險對購後行為之迴歸係數與複共線性合併分析表 55

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網際網路資料參考
1.中華民國交通部觀光局「觀光統計圖表」，民國104年2月
http://admin.taiwan.net.tw/public/public.aspx?no=315
2.中華民國旅行業品質保障協會「旅遊糾紛案統計表」，民國104年2月，
http://www.travel.org.tw/info.aspx?item_id=8&;class_db_id=57&;article_db_id=65
3.World Tourism Organization(UNWTO)，International tourists to hit 1.8 billion
by 2030，http://media.unwto.org/press-release/2011-10-11/international-
tourists-hit-18-billion-2030.