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研究生:李玉婷
研究生(外文):Yu-Ting Li
論文名稱:消費者線上購買套裝旅遊產品之意圖研究
論文名稱(外文):A Study of Consumer Purchase Intention for Tour Package Products in Online Shopping
指導教授:郭如秀郭如秀引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
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
論文頁數:71
中文關鍵詞:套裝旅遊產品解構計畫行為理論知覺享受產品涉入程度結構方程模式
外文關鍵詞:Tour Package ProductsDecomposed Theory of Planning BehaviorPerceived EnjoymentProduct InvolvementStructural Equation Modeling
相關次數:
  • 被引用被引用:7
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
網路的蓬勃發展與進步,不僅讓現代人在溝通上零時差,也因為現代人的忙碌生活,使得上街購物的時間相對減短,因此利用網路在線上購買商品的趨勢已成為新興購物模式。依據資策會調查顯示,2009年台灣在網路購物銷售內容方面,以旅遊產品占最大宗,而旅遊產品又以套裝旅遊產品為主。
本研究之目的為探討消費者在網路上購買套裝旅遊產品的實際行為及其影響因素,藉由Taylor and Todd(1995)所提出的解構計畫行為理論為基礎架構,並在態度的影響因素加入知覺享受及產品涉入二變項,以及將主觀規範解構為人際影響及外部影響,以求發展出更完整的研究架構來進行探討。
本研究以曾經在網路上購買套裝旅遊產品之消費者為調查對象,回收 457 份問卷,而有效問卷為395份,以結構方程模式為分析方法,檢定整個模式之適配度與各構面間之關係。
根據資料分析結果發現,態度受到知覺易用性、相容性、知覺享受、產品涉入程度正面顯著的影響,並且以產品涉入程度影響為最大;主觀規範受到人際影響、外部影響正面顯著的影響,並且以人際影響影響為最大;知覺行為控制受到自我效能、助益環境正面顯著的影響,並且以自我效能影響為最大;購買意圖受到態度、主觀規範、知覺行為控制正面顯著的影響,並且以態度影響為最大;實際行為受到購買意圖正面顯著的影響。本研究從消費者面向分析線上購買套裝旅遊產品之影響因素,此結果可做為旅遊業者在經營網路銷售平台一個參考之依據。


The rising and flourishing development of the Internet rules out the inconvenience caused by time difference on communication. And the time of going shopping on the street has been reduced due to modern busy life. Therefore, online shopping via the Internet has become an emerging shopping manner. According to the survey by the Market Intelligence & Consulting Institute, tour products accounted for the most part of the online shopping products in Taiwan in 2009 and tour package products were the major tour products.
The objective of this study was to investigate the consumer purchase actual behavior for tour package products in online shopping. The based structure was the decomposed theory of planned behavior proposed by Taylor and Todd (1995). Two variables - perceived enjoyment and product involvement were added to the influence factors on attitude. The subjective norm was decomposed to interpersonal influence and external influence to develop a more intact research structure for investigation.
The consumers that used to purchase tour package products via the Internet were the target of the survey for this study. 457 questionnaires were collected and 395 ones were effective. The structural equation modeling was used as the analysis method to test the fit of the whole model and the relationships among the variables.
The research results found that the perceived ease of use, compatibility, perceived enjoyment and product involvement have a positive relationship with the attitude. Out of these, product involvement has the most influence. The interpersonal influence and external influence have a positive relationship with the subjective norm. Out of these, interpersonal influence has the most influence. The self-efficacy and facilitating conditions have a positive relationship with the perceived behavioral control. Out of these, self-efficacy has the most influence. The attitude, subjective norm, and perceived behavioral control have a positive relationship with the purchase intention. Out of these, attitude has the most influence. The purchase intention have a positive relationship with the actual behavior.
This study analyzed the influence factors on the online shopping of tour package products in the aspect of the consumers. The result can be taken as a basis for reference of tour business in running online shopping affairs.


目錄
第一章 緒論…………………………………………………………………1
第一節 研究背景與動機……………………………………………………1
第二節 研究問題與目的……………………………………………………4
第三節 研究範圍與研究流程………………………………………………4
第二章 文獻探討……………………………………………………………6
第一節 解構計畫行為理論…………………………………………………6
第二節 知覺享受…………………………………………………………..13
第三節 產品涉入程度……………………………………………………..14
第四節 套裝旅遊產品……………………………………………………..18
第三章 研究方法…………………………………………………………..21
第一節 研究架構…………………………………………………………..21
第二節 研究假設…………………………………………………………..23
第三節 操作性定義與衡量………………………………………………..27
第四節 問卷設計…………………………………………………………..33
第五節 資料分析方法……………………………………………………..35
第四章 實證研究結果……………………………………………………..41
第一節 敘述性統計分析…………………………………………………..41
第二節 信度與效度分析…………………………………………………..43
第三節 模型品質評估……………………………………………………..46
第四節 效果分析…………………………………………………………..53
第五章 結論與建議………………………………………………………..55
第一節 研究結論…………………………………………………………..55
第二節 管理意涵…………………………………………………………..57
第三節 研究貢獻…………………………………………………………..59
第四節 研究限制與未來研究建議………………………………………..59
參考文獻……………………………………………………………………..60
附錄 問卷………………………………………………………………..68

表目錄
表 3-1 各變項衡量量表………………….…………………………………31
表 3-2 產品涉入衡量量表………………………………………………….33
表 3-3 前測問卷之各變項信度分析……………………………………….34
表 3-4 觀察外生變項之模型變數1………………………………………..38
表 3-5 觀察外生變項之模型變數2………………………………………..38
表 3-6 觀察內生變項之模型變數……………………….…………………38
表 3-7 各種配適度指標的比較…………………………………………….39
表 4-1 樣本性別分佈……………………………………………………….41
表 4-2 樣本年齡分佈……………………………………………………….41
表 4-3 樣本教育程度分佈………………………………………………….42
表 4-4 樣本職業分佈……………………………………………………….42
表 4-5 本研究變數之信度分析…………………………………………….43
表 4-6 各潛在變數之相關分析表………………………………………….45
表 4-7 研究模型的適配度分析…………………………………………….46
表 4-8 Y 變項測量模型之檢定結果……………………………………..47
表 4-9 X 變項測量模型之檢定結果……………………………………..48
表 4-10 結構方程式參數檢定結果………………………………...………50
表 4-11 假說檢定之結果………………………………………………...…52
表 4-12 研究模型的間接、直接、整體效果……………….……………..53

圖目錄
圖 1-1 研究流程圖……………………………….……………….………….5
圖 2-1 理性行為理論……………………………………………….………..6
圖 2-2 計畫行為理論………………………………………….……………..8
圖 2-3 科技接受模型………………………………………….……………..9
圖 2-4 解構計畫行為理論………………………………………...………..10
圖 3-1 本研究架構…………………………………………...……………..22
圖 3-2 本研究路徑圖…………………………………………...…………..40
圖 4-1 研究變項關係圖…………………………………………………….51


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三、網路資料
1.資策會資訊市場情報中心:
http://mic.iii.org.tw/
2. 台灣網路資訊中心:
http://www.twnic.net.tw/


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