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研究生:劉羿妏
研究生(外文):Liu, Yi-wen
論文名稱:自我意象一致性對購買意願之影響-以海外婚禮旅遊產品為例
論文名稱(外文):Influences of Self- image Congruity on Purchase Intention: Evidence from Overseas Wedding
指導教授:戴有德戴有德引用關係
指導教授(外文):Dai, You-de
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:觀光休閒管理研究所
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:2010
畢業學年度:98
語文別:中文
中文關鍵詞:自我意象一致性購買意願海外婚禮
相關次數:
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近年來,國內消費者行為之研究漸漸從行為面、動機或滿意度轉往心理層面來加以探討其購買或選擇行為。而過去研究指出,消費者之購買行為常常會受到消費者內心之自我意象與產品意象之一致性所影響。同樣的,消費者在選擇旅遊目的地或購買旅遊產品時,驅使其購買的因素不僅受目的地之功能利益所影響,更會考慮到本身的自我概念是否與目的地之意象一致,也就是所謂的自我意象一致性。
隨著消費者興趣的多樣化,旅遊業者紛紛推出主題旅遊產品,以貼近不同遊客的個人需求。海外婚禮 (Overseas Wedding) 旅遊產品即是因應消費者不再滿足於國內制式的婚禮形式及場所而生的一種新興的主題旅遊產品。海外婚禮旅遊,顧名思義即為安排新人們至海外舉行婚禮的旅遊產品,除此之外,更會搭配海外婚紗攝影或海外蜜月行程形成一包套式的旅遊行程。而自我意象一致性對於此種日漸風行的主題旅遊是否會如同一般大眾旅遊產品般,對其購買意願造成影響為本研究目的。本研究亦加入消費者個人在先前經驗、涉入程度、知識及時間壓力不同的情況下,是否會影響消費者之自我意象一致性與購買意願間的關係,希望藉此以供與海外婚禮旅遊產品相關業者之行銷活動與旅遊產品設計之參考。

第一章 緒論....................... 1
  第一節 研究背景與動機.................. 1
  第二節 研究問題................ .... 4
  第三節 研究目的..................... 8
  第四節 重要名詞解釋.............. .... 9
第二章 文獻回顧................... .... 10
  第一節 海外婚禮..................... 10
  第二節 自我意象一致性.................. 12
  第三節 自我意象一致性與購買意願........ .... 17
第四節 先前經驗對自我意象一致性與購買意願之干擾果 .... 21
第五節 涉入對自我意象一致性與購買意願之干擾效果......23
第六節 知識對自我意象一致性與購買意願之干擾效果......29
第七節 時間壓力對自我意象一致性與購買意願之干擾效果....31
第三章 研究方法....................... 34
  第一節 研究架構......................34
  第二節 研究範圍......................35
第三節 研究抽樣設計................... 38
第四節 研究變數操作與衡量工具 ............. 39
第五節 資料分析方法................... 41
第四章 研究結果與分析.....................46
  第一節 敘述性統計分析...................46
  第二節 探索性因素分析與信度分析..............52
第三節 驗證性因素分析.................. 52
第四節 假設結構模型之配適度分析............ 55
第五節 假設結構模式之測試.................58
第六節 恆等性分析.....................59
第五章 結論與建議...................... 70
第一節 研究結論......................70
第二節 研究發現與實務建議.................72
第三節 研究限制與後續研究建議...............76
參考文獻 ...........................78
附錄一:正式問卷........................85





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