臺灣博碩士論文加值系統

本研究主要是以知覺評估模式探討消費者對國外旅遊產品的購買意願，除了解就現實實務上購買旅遊產品的知覺價格、知覺品質、知覺價值考量因素為重之外，又由於旅遊產品為一高涉入之產品，學術研究上近幾年將涉入理論納入知覺評估模式探討的研究，大多只著重在於產品涉入或以干擾變項來處理；本研究考量旅遊產品具有高價位、無形性等服務特性，單考量產品涉入恐略顯不足•然而已有學者提出涉入對知覺評估模式具有直接的影響效果，因此，本研究將探討消費者涉入理論並以新涉入量表（NIP scale）加入此知覺評估模式中以評估消費者對旅遊產品購買意願。
以高雄小港、桃園中正兩座國際機場之旅客為實證研究對象，使用便利及配額抽樣，共計發出1000份問卷，針對606份有效問卷進行信效度之統計分析。以SPSS 11.0及LISREL 8.5套裝軟體進行此研究各變數在測量模型與因果結構模型間之路徑分析並提供具有較廣泛且具有顯著的估計參數。
研究結果顯示，九條假設路徑中除一路徑沒有成立外，本研究模式所有變數間與因果關係模型之適配性均獲得成立，且具有良好的收斂與區別效度。所獲得的證據顯示影響消費者購買意願始於知覺價格、知覺品質與知覺價值，並且消費者涉入確實會直接影響知覺評估模式之知覺品質與知覺價值，但最終的購買意願只會受知覺評估模式的影響。此情形說明涉入程度會提升消費者在品質與價值的認知反應，但終究購買與否仍是受知覺模式來評估，尤其是知覺價格的影響。
研究發現與結論也提供一些關於旅行業行銷上的建議與管理意涵：業者應該建立產品價格與產品品質之間的正向關係，使涉入程度不高的消費者能以產品價格為捷徑以進而評估對產品的購買意願；相對的，倘若消費者涉入程度高時將會對品質與價值產生正面的聯想，故業者可善加運用促銷策略如訊息中強調產品屬性之論點以獲取較有利益之市場區隔。

This dissertation examined the relationship between evaluation of perceived process and purchase intention of travel product. Aside from the importance of knowing what considered set influence purchase in practice, due to travel product was attributed to a high level of involvement degree, and most of researches only focused on type of product involvement or investigated as moderating variable (effect) in recent years. Because travel product possessed with several characteristics of intangible and high price at most, the consideration of single type alone would be insufficient and deficient. However, some scholars proposed that involvement has a directive effect to evaluation of perceived process and purchase intention. Hence, through reviewing theories of consumer involvement widely, the new involvement profile (NIP) brought to be one of postulating variables and discussed with others variables (perceived price, perceived quality, and perceived value).
In this study, 1,000 self-administered questionnaire were distributes and data set consisting of 606 usable surveys was collected by convenience and quota sampling at two international airports in Taiwan and was analyzed for scale validity and reliability using statistic analysis. And then, the fit of proposal hypothesized model with the data was also analyzed using path analysis by SPSS 13.0 and LISREL 8.5 vision software, and provided an estimate of the extent and significance of the relationship among the variables in the measurement model and cause-effect model.
In the results of analyses, the fitted perceptions of path model showed that eight of the nine hypotheses were significant and met with convergent and discriminate validity. The supported evidences were revealed that consumers’ purchase intention were influenced and begun from evaluations of perceived process (perception of price, quality, and value). In addition, consumer involvement had a directive effect with perceived quality and perceived value accurately but not tended to evaluate the purchase intention. This condition was illustrated that consumer involvement presenting and increasing perceptions of product quality and value, but the willing to buy was still evaluated from perceived process, especially from perceived price.
The findings and conclusions also provided some marketing suggestions and managerial implications in travel agencies: building strong positive relationship between price and quality, then price will be a shortcut for evaluating purchase intention but to higher involvement. In contrast, if consumers involved highly that associated with positive perception of quality and value, firms could sophisticate the promotional strategies such as emphasizing argument of product attributes in order to obtain more benefit market segmentation.

LIST of TABLES．．．．．．．．．．．．．．．．．．．．．．．．．．．． x
LIST of FIGURE．．．．．．．．．．．．．．．．．．．．．．．．． xi
CHAPTERⅠINTRODUCTION．．．．．．．．．．．．．．．．．． 1
　　Background of the Study．．．．．．．．．．．．．．．．．．．．．．．．．．． 1
　　Research Question．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 4
　　Statement of the Purpose．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 5
Research Procedure．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 6
Significance of the Study．．．．．．．．．．．．．．．．．．．．．．．． 6
Definition of Terms．．．．．．．．．．．．．．．．．．．．．．．．．．．． 10
Travel Product．．．．．．．．．．．．．．．．．．．．．．．．．．． 10
Perceived Price．．．．．．．．．．．．．．．．．．．．．．．．．．． 10
Perceived Quality．．．．．．．．．．．．．．．．．．．．．．．．．．． 11
Perceived Value．．．．．．．．．．．．．．．．．．．．．．．．．．． 11
Consumer Involvement．．．．．．．．．．．．．．．．．．．．．．．． 12
Purchase Intention．．．．．．．．．．．．．．．．．．．．．．．．．．． 13
Summary．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 13

CHAPTER ⅡLITERATURE REVIEW．．．．．．．．．．．．．．．．．．． 15
　　Travel Product．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 15
　　Process of Perceived Evaluation．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 17
　　Perceived Price．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 18
　　Objective price．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 19
　　Perceived monetary price．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 20
　　Perceived non-monetary price．．．．．．．．．．．．．．．．．．．．．．．．．．． 20
　　Perceived Quality．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 22
　　Perceived Value．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 25
　　PP - PQ - PV relationships．．．．．．．．．．．．．．．．．．．．．．． 29
　　Relationships between PP - PQ．．．．．．．．．．．．．．．．．．．．．．．．．． 30
　　Relationships between PP - PV．．．．．．．．．．．．．．．．．．．．．．．．． 30
　　Relationships between PP - Purchase Intention．．．．．．．．．．．．．．．．．．．．． 32
　　Relationships between PQ - PV．．．．．．．．．．．．．．．．．．．．．．．．．．． 32
　　Relationships between PQ - Purchase Intention．．．．．．．．．．．．．．．．．．． 33
　　Relationships between PV - Purchase Intention．．．．．．．．．．．．．．．．．．．． 34
　　Elaboration Likelihood Model．．．．．．．．．．．．．．．．．．．．．．．．．．． 34
　　Consumer Involvement．．．．．．．．．．．．．．．．．．．．．．．．．．． 36
　　New Involvement Profile beyond PII and CIP．．．．．．．．．．．．．．．．．．． 42
　　Consumer Involvement to Perceived Process and Purchase Intention Relationships．．． 45
　　Involvement and perceived process of evaluation．．．．．．．．．．．．．．．．．． 45
　　Relationships between Consumer Involvement - PQ．．．．．．．．．．．．． 46
　　Relationships between Consumer Involvement - PV．．．．．．．．．．．．． 47
Relationships between Consumer Involvement and Purchase Intention in Decision Making．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．
48
　　Development of Research Hypotheses．．．．．．．．．．．．．．．．．．．．．． 49

CHAPTER ⅢMETHODOLOGY．．．．．．．．．．．．．．．．．． 52
　　Research Frame．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 52
　 Research Design and Procedure．．．．．．．．．．．．．．．．．．．．．．． 53
　　Operationalization of Study Variables．．．．．．．．．．．．．．．．．．．．．． 55
　 Measurement of Variables．．．．．．．．．．．．．．．．．．．．．．．．．．． 59
Perceived Price．．．．．．．．．．．．．．．．．．．．．．．．．．． 59
Perceived Quality．．．．．．．．．．．．．．．．．．．．．．．．．．． 59
Perceived Value．．．．．．．．．．．．．．．．．．．．．．．．．．． 59
Consumer Involvement．．．．．．．．．．．．．．．．．．．．．．．． 60
Purchase Intention．．．．．．．．．．．．．．．．．．．．．．．．．．． 60
　 Reverse Translation of the Scale．．．．．．．．．．．．．．．．．．．．． 60
Sampling and Sample Selection．．．．．．．．．．．．．．．．．．．．．．． 66
Analysis of Pre-testing．．．．．．．．．．．．．．．．．．．．．．．．．． 67
Result of Pre-testing．．．．．．．．．．．．．．．．．．．．．．．．．． 68
Questionnaire in the Administration Survey．．．．．．．．．．．．．．．．．． 78
Survey Administration．．．．．．．．．．．．．．．．．．．．．．．．．． 78
Data Analysis．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 79
Data Pooling Decision Analysis．．．．．．．．．．．．．．．．．．．．．．． 79
Descriptive Univariate Analysis．．．．．．．．．．．．．．．．．．．．．．．． 80
Exploratory Factor Analysis．．．．．．．．．．．．．．．．．．．．．．．．．． 80
Reliability Analysis．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 81
Confirmatory Factor Analysis．．．．．．．．．．．．．．．．．．．．．．．． 82
Respecification ．．．．．．．．．．．．．．．．．．．．．．．．．． 82
Unidimensionality．．．．．．．．．．．．．．．．．．．．．．．．．．． 83
Convergent Validity of Measurement Model．．．．．．．．．．．．．．．．． 83
Discriminant Validity of Measurement Model．．．．．．．．．．．．．．．．． 84
Goodness-of-Fit (GOF) of Measurement Model．．．．．．．．．．．．．．． 84
Test Hypothesized Structural Model．．．．．．．．．．．．．．．．．．．．．．． 86
Test Hypotheses in the Structural Model．．．．．．．．．．．．．．．．．． 86
Summary of Data Result．．．．．．．．．．．．．．．．．．．．．．．． 87

CHAPTER IV RESULTS．．．．．．．．．．．．．．．．．．．．．． 90
　　Data Pooling Decision．．．．．．．．．．．．．．．．．．．．．．．．．．． 90
　　Profile of Subjects．．．．．．．．．．．．．．．．．．．．．．．．．．． 95
　　Description of Variables．．．．．．．．．．．．．．．．．．．．．．．．． 100
　　Principal Component and Reliability Analysis．．．．．．．．．．．．．．．．． 103
　　Confirmatory Factor Analysis Procedure．．．．．．．．．．．．．．．．．．．． 108
Results of Respecification ．．．．．．．．．．．．．．．．．．．．．．．．．． 108
Results of Unidimensionality．．．．．．．．．．．．．．．．．．．．．．．．．．． 108
Results of Convergent Validity of Measurement Model．．．．．．．．．．．． 111
Results of Discriminant Validity of Measurement Model．．．．．．．．．．．． 111
　　Test Hypothesized Structural Model Analysis．．．．．．．．．．．．．．．．．．． 115
Testing the Hypothesized Structural Model．．．．．．．．．．．．．．．．．．． 115
Goodness-of-Fit of Hypothesized Structural Model．．．．．．．．．．．．． 115
　　Test Hypotheses in the Structural Model．．．．．．．．．．．．．．．．．．．． 116
　　Analysis of Total, Direct, and Indirect Effect．．．．．．．．．．．．．．．．．．．． 120
　　Summary of Hypotheses Test．．．．．．．．．．．．．．．．．．．．．．．．．．． 122

CHAPTER V CONCLUSION and SUGGESTION．．．．．．．．．．．． 125
　　Theoretical Implications and Contributions．．．．．．．．．．．．．．．．．．． 125
　　Managerial Implications and Contributions．．．．．．．．．．．．．．．．．．．． 127
　　Limitation of the Study ．．．．．．．．．．．．．．．．．．．．．．．．．． 130
　　Suggestions of Future Study．．．．．．．．．．．．．．．．．．．．．．． 131
Related study issue．．．．．．．．．．．．．．．．．．．．．．．．．．． 131
Research design．．．．．．．．．．．．．．．．．．．．．．．．．．． 132
Methodology．．．．．．．．．．．．．．．．．．．．．．．．．．．． 132
Increasing more valid variables．．．．．．．．．．．．．．．．．．．．．．． 133

REFERENCE．．．．．．．．．．．．．．．．．．．．．．．． 134
APPENDIX A．．．．．．．．．．．．．．．．．．．．．．．．．． 153
APPENDIX B．．．．．．．．．．．．．．．．．．．．．．．．．． 158

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