臺灣博碩士論文加值系統

澳門被列為世界遺產的古老歷史城區，2010年澳門的博弈產業成為全球最大博彩市場。本研究目的為探討澳門旅遊之核心產品、品牌價值與與知覺價值、顧客價值、顧客滿意度整合性關係架構，再進一步探討東西方旅客在各構面的差異。根據文獻內容回顧，建立研究模型與研究假說，再以AMOS統計軟體進行結構方程模式(SEM)，驗證模式的配適度與假設。
本研究之研究對象以在澳門旅遊之國際觀光客為主。共回收有效問卷568份。經實證分析後，研究結果發現：核心產品及品牌價值對知覺價值有正向影響；知覺價值對顧客價值有正向影響；顧客價值對顧客滿意度有正向影響。研究結果也顯示，品牌價值與核心產品在東西旅客呈現差異。依實證結果再提出管理意涵及後續研究建議，以供後續研究者參考。

This research attempted to understand the tourist behavior of Macau. It identified the elements of and issues associated with tourist behavior and combined these elements into a framework. The relationship among core product, brand value, consumer satisfaction, perceived value and customer value was investigated. Furthermore, this research examined the impact of culture on tourist behavior.
This research used a quantitative research method. Factor analysis, AMOS, T test, and Confirmatory factor analysis were employed. Comparisons between the two groups were done using t test and chi-square procedures. Using survey data of a sample of 568 tourists, the study results indicate all of the hypotheses in this study are supported. Those are that brand value and core products positively impacts perceived value, perceived value positively impacts customer value, customer value positively impacts customer satisfaction. This paper concludes with a discussion of the managerial and research implications.

目 錄
摘要
中文摘要 ……………………………………………………………………………………… I
Abstract ………………………………………………………………………………………… II
誌謝 …………………………………………………………………………………………… III
目錄
目錄 …………………………………………………………………………………………… IV
表目錄 ………………………………………………………………………………………… VI
圖目錄 ………………………………………………………………………………………… IX
第一章 緒論
第一節 研究背景與動機 ………………………………………………………… 01
第二節 研究目的 ………………………………………………………………… 05
第三節 研究流程 ………………………………………………………………… 06
第四節 研究結構 ………………………………………………………………… 06
第二章 文獻探討
第一節 核心產品 ………………………………………………………………… 08
第二節 品牌價值 ………………………………………………………………… 11
第三節 知覺價值 ………………………………………………………………… 22
第四節 顧客價值 ………………………………………………………………… 28
第五節 顧客滿意度 ……………………………………………………………… 46

第三章 研究設計與研究方法
第一節 研究模型與架構 ………………………………………………………… 61
第二節 研究變數及操作型定義 ………………………………………………… 62
第三節 研究假說 ………………………………………………………………… 68
第四節 問卷設計 ………………………………………………………………… 71
第五節 抽樣方法 ………………………………………………………………… 78
第六節 資料分析 ………………………………………………………………… 79
第四章 實證研究結果分析
第一節 整體信度分析與人口特性分析 ………………………………………… 88
第二節 項目分析………………………………………………………………… 93
第三節 驗證性因素分析 ………………………………………………………… 105
第四節 結構方程模式 …………………………………………………………… 113
第五章 研究結論與建議
第一節 研究結論 ………………………………………………………………… 124
第二節 管理意涵 ………………………………………………………………… 126
第三節 研究限制與後續研究建議 ……………………………………………… 127
參考文獻
中文文獻 ……………………………………………………………………………… 129
英文文獻 ……………………………………………………………………………… 132

附錄：本研究問卷
本研究問卷 (英文版) ………………………………………………………………… 146
本研究問卷 (中文版) ………………………………………………………………… 151

表 目 錄
表2-1 品牌價值之意涵 …………………………………………………………………… 14
表2-2 品牌價值與品牌權益之關係表 …………………………………………………… 20
表2-3 知覺價值之定義彙整表 …………………………………………………………… 23
表2-4 知覺價值衡量構面表 ……………………………………………………………… 25
表2-5 顧客價值之定義彙整表…………………………………………………………… 31
表2-6 Babin et al. (1994)之個人購物價值量表 ………………………………………… 36
表2-7 Sweeney & Soutar (2001)認知價值量表之構面 ………………………………… 40
表2-8 顧客價值之衡量構面彙整表……………………………………………………… 43
表2-9 顧客滿意度之定義彙整表………………………………………………………… 47
表2-10 顧客滿意度之衡量構面彙整表…………………………………………………… 55
表3-1 核心產品構面之操作型定義……………………………………………………… 62
表3-2 品牌價值構面之操作型定義……………………………………………………… 63
表3-3 知覺價值構面之操作型定義……………………………………………………… 64
表3-4 顧客價值構面之操作型定義……………………………………………………… 66
表3-5 顧客滿意度構面之操作型定義…………………………………………………… 67
表3-6 品牌價值之變數問項……………………………………………………………… 72
表3-7 知覺價值之變數問項……………………………………………………………… 73
表3-8 顧客價值之變數問項……………………………………………………………… 74
表3-9 顧客滿意度之變數問項…………………………………………………………… 74
表3-10 核心產品 歷史文化或古蹟之變數問項 ………………………………………… 75
表3-11 核心產品 娛樂之變數問項 ……………………………………………………… 76
表3-12 核心產品 購物之變數問項 ……………………………………………………… 77
表3-13 SEM 模式評鑑指標分析標準表 ………………………………………………… 84
表4-1 整體信度統計量…………………………………………………………………… 88
表4-2 樣本國籍別按洲別分類之分佈表………………………………………………… 89
表4-3 樣本國籍別按亞洲及亞洲以外分類之分佈表…………………………………… 89
表4-4 樣本國籍別按發放地點之分佈表………………………………………………… 90
表4-5 樣本性別分佈表…………………………………………………………………… 91
表4-6 樣本年齡分佈表…………………………………………………………………… 91
表4-7 樣本職業分佈表…………………………………………………………………… 92
表4-8 品牌價值問卷項目分析…………………………………………………………… 94
表4-9 品牌價值項目分析之群組分析…………………………………………………… 95
表4-10 知覺價值 問卷項目分析 ………………………………………………………… 96
表4-11 知覺價值項目分析之群組分析…………………………………………………… 97
表4-12 顧客價值 問卷項目分析 ………………………………………………………… 98
表4-13 顧客價值項目分析之群組分析…………………………………………………… 98
表4-14 顧客滿意度 問卷項目分析 ……………………………………………………… 100
表4-15 顧客滿意度項目分析之群組分析………………………………………………… 100
表4-16 核心產品之歷史文化或古蹟構面 問卷項目分析 ……………………………… 102
表4-17 核心產品之歷史文化或古蹟項目分析之群組分析……………………………… 102
表4-18 核心產品之娛樂構面 問卷項目分析 …………………………………………… 103
表4-19 核心產品之娛樂項目分析之群組分析…………………………………………… 103
表4-20 核心產品之購物構面 問卷項目分析 …………………………………………… 104
表4-21 核心產品之購物項目分析之群組分析…………………………………………… 104
表4-22 核心產品一階驗證性因素分析表………………………………………………… 106
表4-23 核心產品二階驗證性因素分析表………………………………………………… 107
表4-24 品牌價值、知覺價值與顧客價值一階驗證性因素分析表……………………… 108
表4-25 顧客滿意度 一階驗證性因素分析表 …………………………………………… 109
表4-26 區別效度檢驗表…………………………………………………………………… 112
表4-27 整體研究模式之配適度…………………………………………………………… 114
表4-28 構面與觀察變數的標準化參數估計值…………………………………………… 115
表4-29 研究假設驗證結果彚總表………………………………………………………… 119
表4-30 亞洲(東方)旅客群組1之研究假設驗證結果彚總表 …………………………… 121
表4-31 亞洲以外(西方)旅客群組2之研究假設驗證結果彚總表 ……………………… 123

圖 目 錄
圖1-1 研究流程圖 ………………………………………………………………………… 6
圖2-1 品牌價值之意涵 …………………………………………………………………… 13
圖2-2 Aaker之品牌權益模式……………………………………………………………… 19
圖2-3 顧客價值三因素 …………………………………………………………………… 30
圖2-4 Sheth et al. (1991)之顧客價值衡量模式…………………………………………… 34
圖2-5 顧客價值階層模式………………………………………………………………… 38
圖2-6 經驗價值類型……………………………………………………………………… 43
圖3-1 研究架構圖 ………………………………………………………………………… 61
圖4-1 整體結構方程式驗證圖 …………………………………………………………… 118
圖4-2 結構方程式驗證圖依亞洲(東方)旅客之樣本研究 ……………………………… 120
圖4-3 結構方程式驗證圖依亞洲以外(西方)旅客之樣本研究 ………………………… 122

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