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研究生:黃芳琪
研究生(外文):Fang-chi Huang
論文名稱:應用二元常態分配建構旅遊產品之需求模式
論文名稱(外文):APPLYING BIVARIATE NORMAL DISTRIBUTION TO CONSTRUCT DEMAND MODEL FOR TRAVEL PRODUCT
指導教授:陳淼勝陳淼勝引用關係丁誌魰丁誌魰引用關係
指導教授(外文):Miao-sheng ChenChih-wen Ting
學位類別:博士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:71
中文關鍵詞:能付價格社會支持交易成本二元常態分配意願購買價格
外文關鍵詞:willing to paysocial supportbivariate normal distributiontransaction costaffordable price
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  本文嘗試建構一個考量消費者意願購買價格與交易成本的旅遊產品之二元常態分配需求模式,探討供應商與消費者所投入的交易成本比率對需求模式的影響。研究結果顯示,當生產者剩餘高於平均消費者負擔交易成本的二倍,消費者負擔交易成本的比例增加時,產品的需求將增加。當生產者剩餘低於平均消費者負擔交易成本的二倍,消費者負擔交易成本的比例增加時,產品的需求將減少。
 
  其次,本文另探討在所得差距擴大情況,供應商為獲得最大利潤時的價格策略。於建構有效需求模式時,將消費者能付價格納入考慮。研究結果顯示,當產品的每單位售價高於消費者平均能付價格時,並未帶給廠商更多的利潤。
 
  最後,需求模型之實證分析,驗證弱勢團體的能付能力或交易成本是否因社會支持的介入造成需求量的增加。實證結果顯示,社會支持會降低休閒阻礙對於弱勢團體重遊意願的影響,對於沒有接受社會支持的那些人,休閒阻礙對於重遊意願有顯著負向的影響。
  This study attempts to construct a demand model of bivariate normal distribution function to consider willing to pay and transaction cost for travel product. We discuss the ratio of transaction cost which is faced by supplier and consumer that has effect on demand model. The results indicated when the gain of supplier is above two times of the consumer surplus, the higher ratio of transaction cost faced by consumer, the higher demand of travel product would be.
 
  Meanwhile, we try to present the pricing strategies on growing income inequality. The consumer’s affordable price is included in the effective demand model. The numerical analysis demonstrates when the firms set unit selling price of product is higher than average value of consumer’s affordable price; the higher of unit selling price does not bring more beneficial to the firms. Finally, we discuss empirical results for the effects of social support on revisiting intention of people from minority groups.
目錄.…………………………………………………………………iii
表目錄.…………………………………………………………………v
圖目錄.…………………………………………………………………vi
 
第一章.緒論……………………………………………………………1
1.1.問題背景………………………………………………………1
1.2.研究動機與目的………………………………………………4
1.3.研究方法………………………………………………………6
1.4.研究流程………………………………………………………7
 
第二章.文獻探討………………………………………………………9
2.1.產品需求………………………………………………………9
2.2.意願購買價格……………………………………………………10
2.3.交易成本…………………………………………………………11
2.4.所得分配…………………………………………………………13
2.5.滿意度 …………………………………………………………15
2.6.重遊意願…………………………………………………………16
2.7.休閒阻礙…………………………………………………………16
2.8.社會支持…………………………………………………………17
 
第三章.考慮消費者交易成本下之旅遊產品需求模型……………19
3.1.消費者剩餘與供應商剩餘……………………………………19
3.2.意願購買價格與交易成本……………………………………20
3.3.模型符號與假設…………………………………………………22
3.4.旅遊產品之需求函數……………………………………………24
3.5.敏感度分析及其意涵……………………………………………25
3.5.1.供應商之每單位商品售價變動………………………………25
3.5.2.消費者意願購買價格之平均數變動………………………26
3.5.3.供應商與消費者投入交易成本比率變動…………………26
 
第四章.考慮所得不均之旅遊產品價格策略…………………………29
4.1.有效需求模型……………………………………………………29
4.2.模型符號與假設…………………………………………………30
4.3.價格策略模型……………………………………………………32
4.4.數值分析…………………………………………………………35
4.5.本章小結…………………………………………………………40
 
第五章.實證分析……………………………………………………41
5.1.研究設計………………………………………………………41
5.1.1.研究架構與假說……………………………………………42
5.1.2.操作型定義……………………………………………………43
5.1.3.問卷設計………………………………………………………44
5.1.4.抽樣設計……………………………………………………46
5.2.實證結果…………………………………………………………46
5.2.1.遊客基本資料分析……………………………………………47
5.2.2.構面的因素分析與信效度分析……………………………48
5.2.3.整體模式配適度………………………………………………50
5.2.4.結構模式與假說檢定…………………………………………51
 
第六章.結論與建議……………………………………………………55
6.1.結論………………………………………………………………55
6.2.建議………………………………………………………………57
6.3.研究限制………………………………………………58
 
參考文獻.……………………………………………………………59
中文文獻.……………………………………………………………59
英文文獻.………………………………………………………………60
 
附錄.正式問卷…………………………………………………………69
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