本研究旨在瞭解高雄市婚紗旅遊之「決策影響因素」、「服務體驗」、「價值」、「滿意度」、「意象」與「行為意圖」的現況，並進而驗證此模式之關聯性，作為日後高雄市政府、婚紗旅遊業者及相關單位制定未來經營及行銷管理策略的參考依據。本研究主要從結婚新人觀點於2010年01月07日至2010年04月30日期間，委託高雄市共5家婚紗禮服公司進行問卷調查。研究問卷以結構式方式，内容包含社經背景、決策影響因素、服務體驗、價值、滿意度、意象及行為意圖等部份。問卷以便利樣方式發放450份，有效回收385份問卷，有效回收率約90 %。資料分析方法包含敘述性統計分析、項目分析、信度分析、集群分析、驗證性因素分析、卡方相關分析、獨立樣本 t 檢定、單因子變異數分析與結構方程模式分析。研究結果顯示：
1.經調查後發現本次受訪新人以女性、年齡在26~30歲，職業為服務業為最多，教育程度普遍仍以大學佔多數，個人月收入則以20,001~40,000元的佔多數，來訪的次數、停留天數以2次、2天居多且主要以住飯店/旅館佔多數，以及參與結婚套裝行程多半以40,001~60,000為主。資訊來源方面，親朋好友的比例佔多數，其次為店面，新人們最喜好的拍攝場景則以西子灣佔多數，其次為美術館。
2.受訪新人對服務體驗以「人員服務」(整體服務態度良好；整體服務品質良好)感受程度最高；價值以「此次行程價值符合整體服務品質」及「此次行程物超所值」之題項感受程度最高；滿意度以「產品品質」及「服務水準」之題項感受程度最高；意象以「婚紗產品意象」(婚紗行程是甜蜜的；婚紗行程是愉悅的)感受程度最高；行為意圖以「願意推薦親朋好友來高雄市旅遊」及「願意再次造訪高雄市」之題項感受程度最高；決策影響因素以「產品內容為主要考量因素」及「產品價格為主要考量因素」之題項感受程度最高。
3.本研究經集群分析將決策影響因素分為三個集群，分別為聽命型、中庸型、自主型。此三集群經由卡方相關分析結果顯示，不同集群與「居住地區」及「資訊來源」中的「店面」、「電視廣播」、「親朋好友」達顯著相關。另外不同集群與「您最喜好的拍攝場景」中的「光之穹頂」、「老舊眷村」、「橋頭糖廠」、「駁二藝術特區」間具有顯著關聯性。
4.不同職業類別與您此次婚紗套裝行程總消費金額之關聯性顯示，兩者達顯著相關；居住地區與在資訊來源的「店面」及「旅遊展覽」、您此次最喜愛的拍攝場景的「旗津」、「澄清湖」、「城市光廊」、「華納Motel」及「駁二藝術特區」之關聯性顯示具有顯著相關。
5.不同決策影響因素集群、居住地區及婚紗套裝行程總消費金額在服務體驗、價值、滿意度、意象及行為意圖皆有顯著差異。
6.本研究發現整體模式配適度良好，顯示結婚新人之「服務體驗」會正向影響「價值」及「滿意度」，「核心服務」、「人員服務」及「服務場景」三構面之關聯性都很強。「價值」對於「滿意度」也存在顯著正向影響。「滿意度」亦會正向影響「意象」及「行為意圖」。
本研究根據上述結果，另進行專家訪談，以提供高雄市政府婚紗產業發展與婚紗業者行銷推廣之參考。

The purpose of this study is to explore the decision making factors, service experience, value, satisfaction, image, and behavior intention of wedding travelers in Kaohsiung city. This study also tests if significant relationship among these variables exists as well, and linear structure relations through structural equation modeling. By convenient sampling during 2010/01/07 to 2010/04/30, 450 questionnearis were distributed and a total of 385 completed questionnaires were collected. The contents of this questionnaire include personal socio-demographics, decision making factors, service experience, value, satisfaction, image, and behavior intention. The data were analyzed by descriptive statistics, item analysis, reliability analysis, cluster analysis, confirmatory factor analysis, chi-square analysis, t-test, one-way ANOVA and structural equation modeling. The results are as follows:
1.Most of the interviewers are female and age mainly 26 to 30 years old, and the majority engage in services induction, and the education scale is bachelor degree, NT$20,001~40,000 revenue per month at the average income, past experience and stay times is concentrated in 2 days, and live in the hotel or hostel mainly, and the price to join the wedding package is from NT$20,001 to NT$80,000, and the resources of information come from friends and family and the wedding store, most new couples preferred to filmed in Sizihwan Bay, the followed is the Museum of Art.
2.The highest score of perceived mean value are “employee service” items that of “Overall a good service attitude; Overall a good service quality.”; value items that of “The trip value consistent with the overall service quality.” and “Value for money.”; satisfaction items that of “The product itself is satisfactory; Service is very satisfactory.”; the highest score of perceived mean value are “bridal travel image” items that of “Wedding travel is sweet; Wedding travel is enjoy.”; behavior intention items that of “Willingness to recommend.” and “To revisit the Kaohsiung City.”; decision making factor items that of “Product content.” and “Product price.”
3.The results showed that decision-making factors has classified into three segments include “namely to obey type”, “intermediate type” and “independent type”. The analysis showed that different clusters and “residence”, “information” in the “shop”, “broadcasting”, “friends” over a significant correlation. The different clusters and the “shoot your most favorite scene” in the “Dome of Light”, “old Military Community”, “Ciaotou Sugar Refinery”, “Pier-2 Art Center”, a significant correlation between.
4.The results found that the different category of career associate positively with wedding packages amount of total consumption. The finding of the study show that residence is significantly related to source of information “stores” and “travel exhibition”, the favorite film scenes “Cijin”, “Chengcing Lake”, “Urban Spotlight”, “Warner Motel” and “Pier-2 Art Center”.
5.There were significant differences in the different decision-making factors cluster, residence and wedding packages amount of total consumption among service experience, value, satisfaction, image, and behavior intentions.
6.This study found that a good overall model fit, indicating married couples “service experience” will positively affect the “value” and “satisfaction”, “core services”, “employee service” and “servicescape” three dimensions of relevance are strong. “Value” for “satisfaction” there are significant positive effects. “Satisfaction” will positively affect the “image” and “behavior intention”.
The results of this study could provide with wedding travelers’s information for Kaohsiung City Government wedding industry and wedding industry marketing development to manage or promote wedding travel.

摘要 V
Abstract VII
謝誌 IX
目錄 XI
表目錄 XIII
圖目錄 XVIII
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究範圍與限制 4
1.4研究流程 5
1.5詞彙定義 6
第二章 文獻回顧 9
2.1決策影響因素(decision making factor) 9
2.2服務體驗(service experience) 20
2.3價值(value) 31
2.4滿意度(satisfaction) 38
2.5意象(image) 44
2.6行為意圖(behavior intention) 52
2.7服務體驗、價值、滿意度、意象與行為意圖之關聯性 58
第三章 研究方法 61
3.1研究架構 61
3.2研究假設 61
3.3研究對象與資料搜集過程 63
3.4研究問卷設計 64
3.5問卷信度與項目分析 77
3.6專家訪談 83
3.7資料分析方法 83
第四章 資料分析 92
4.1受訪者之社經背景分析 92
4.2決策影響因素集群與社經背景之相關分析 99
4.3社經背景之卡方相關分析 105
4.4驗證性因素分析與敘述性統計分析 110
4.5決策影響因素集群與不同社經背景在各構面之差異性檢定 135
4.6結構方程模式分析(Structure Equation Modeling, SEM) 140
4.7假設驗證結果 146
第五章 結論與建議 148
5.1結論 148
5.2研究建議 151
5.3後續研究建議 157
參考文獻 158
附件一：問卷 169
附件二：訪談大綱 172
附件三：訪談對象與內容 173

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