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研究生:賴璟鋒
研究生(外文):Lai Chin-Feng
論文名稱:以服務認知價值區隔國際觀光旅館市場之研究
論文名稱(外文):Segmenting Market of International Tourist Hotels by Perceived Value of Service
指導教授:曹勝雄曹勝雄引用關係
指導教授(外文):Tsaur Sheng-Hshiung
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光事業研究所
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:2005
畢業學年度:93
語文別:中文
論文頁數:115
中文關鍵詞:服務認知價值市場區隔行為意圖
外文關鍵詞:perceived value of servicemarket segmentationbehavior intention
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顧客對於認知價值之追求與需求,是有可能會產生偏好與認知上差異的,這些認知價值上的差異對於國際觀光旅館經理人而言就意涵著各個不同的潛在價值市場,本研究將以服務認知價值作為區隔變數,針對國際觀光旅館的顧客區隔隔出不同的價值追求群體。並以人口統計變數、住宿特性和資訊來源做為描述變數,來探討各群體之特質。同時希望藉由此研究瞭解國際觀光旅館顧客之行為,更進一步探討與比較區隔群體在行為意圖上之差異與特性。
It is possible that preference and perceive difference may be produced from customers’ seeking and need for perceived value. To international hotel managers, these differences existing among perceived values may denote various potential market values. Targeting on the customers segmentation of international hotels, this study intends to segment different value perceived groups by adopting service perceived value as segment variables. Furthermore, population statistic variables, boarding features and information source will be adopted as descriptive variables to explore features and characteristics existing among various groups. At the same time, we also wish to understand the behavior pattern of international hotel customers, and to have an in-depth exploration and comparison of the differences and features of customers’ intention among segmentation groups.
內 容 目 錄

中文摘要 ..................... i
英文摘要 ..................... ii
誌謝辭  ..................... iii
內容目錄 ..................... v
表目錄  ..................... vii
圖目錄  ..................... vx
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 3
第三節  研究範圍與對象............ 6
第四節  研究流程............... 6
第二章  文獻回顧................. 9
  第一節  市場區隔理論與資訊來源之探討..... 9
第二節  認知價值之探討............ 22
第三節  認知價值與行為意圖之探討....... 35
第三章  研究設計................. 41
第一節  研究架構............... 41
第二節  操作性定義.............. 42
第三節  問卷設計............... 43
第四節  抽樣設計............... 46
第五節  分析方法............... 48
第四章  研究結果................. 51
第一節  樣本資料描述............. 51
第二節  服務認知價值市場區隔分析....... 54
第三節  區隔群體差異性分析.......... 66
第五章  結論與建議................ 75
第一節  結論................. 75
第二節  建議................. 80
第三節  後續研究建議............. 87
參考文獻 ..................... 90
附錄A 中文研究問卷................ 102
附錄二 英文研究問卷................ 106
附錄三 日文研究問卷................ 111


表 目 錄

表 2- 1 Kotler對消費者市場的主要區隔........ 16
表 2- 2 國內外觀光市場區隔相關研究......... 18
表 3- 1 服務認知價值題項.............. 43
表 3- 2 行為意圖題項................ 45
表 3- 3 量表子構面信度分析............. 47
表 4- 1 人口統計資料表............... 52
表 4- 2 住宿特性資料表............... 53
表 4- 3 資料適當性檢定結果............. 54
表 4- 4 因素分析與信度分析結果........... 56
表 4- 5 各集群數目表................ 58
表 4- 6 各集群因子分數與顯著結果.......... 58
表 4- 7 分群正確率之檢定結果............ 59
表 4- 8 各集群之因子分數與因素定義說明....... 60
表 4- 9 各集群之價值認知程度............ 61
表 4-10 服務認知價值區隔市場行為特性........ 65
表 4-11 各集群之人口統計資料表與顯著結果...... 68
表 4-12 各集群之住宿特性資料表與顯著結果...... 70
表 4-13 各集群之資訊來源資料表........... 71
表 4-14 服務認知價值區隔市場樣本資料特性...... 71
表 4-15 行為意圖之差異顯著性與多重比較結果..... 73
表 4-16 區隔市場行為特性與行為意圖比較....... 74

圖 目 錄

圖 1-1 研究流程圖.................. 8
圖 2-1 市場區隔化、選擇目標市場及產品定位之步驟... 14
圖 2-2 功效-目的鏈模式............... 26
圖 2-3 認知價值形成模式............... 28
圖 2-4 認知價值的多階段模式............. 29
圖 2-5 認知價值的競爭模式.............. 30
圖 3-1 研究架構圖.................. 41
圖 4-1 集群一雷達圖................. 62
圖 4-2 集群二雷達圖................. 63
圖 4-3 集群三雷達圖................. 64
圖 4-4 集群四雷達圖................. 65
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