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研究生:孟祥民
研究生(外文):Shiang-Min Meng
論文名稱:台灣郵輪遊客之郵輪意象、知覺價值、滿意度與購後行為意圖之關聯性研究
論文名稱(外文):The Relationships among Cruise Image, Perceived Value, Satisfaction, and Post-Purchase Behavioral Intention of Taiwanese Tourists
指導教授:梁金樹梁金樹引用關係
指導教授(外文):Gin-Shuh Liang
學位類別:博士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:107
中文關鍵詞:郵輪意象知覺價值購後行為意圖麗星郵輪德非法結構方程式
外文關鍵詞:Cruise imageperceived valuesatisfactionpost-purchase behavioral intentionDelphi methodStructural Equation Modeling
相關次數:
  • 被引用被引用:25
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摘要
數十年來郵輪觀光已成為國際上旅遊的重要標的,而遊客會藉由意象來對於郵輪旅遊的評估與選擇。為了瞭解遊客的動機,本研究試著將遊客行為經文獻探索演繹出郵輪意象,再經過旅遊歷程產生知覺價值、滿意度與購後行為意圖共四構面因素。
本研究為建立一套符合科學精神並深入探索遊客心理反應的構面關聯,從觀光與遊憩相關文獻中發現遊客的郵輪意象、知覺價值、滿意度與購後行為意圖具有關聯性,以德非法檢驗問卷項目來提升題項間的內容效度;嘗試透過德非法反覆驗證的題項具有量化分析的標準後,佐以結構方程式對遊客之問卷資料進行統計關聯性分析。
本研究以麗星郵輪遊客為研究對象,回收有效問卷906份,以線性結構方程式模型分析變項間之關係,研究結果發現:1. 遊客的郵輪意象顯著影響滿意度與知覺價值,2. 遊客的知覺價值顯著影響滿意度與購後行為意圖,3. 遊客的滿意度顯著影響購後行為意圖,以及4. 遊客的郵輪意象沒有直接影響購後行為意圖,但滿意度與知覺價值在二者之間具有中介的效果。
關鍵詞:郵輪意象、知覺價值、滿意度、購後行為意圖、麗星郵輪、德非法、結構方程式。

Abstract
Cruises have played a significant role in tourism over the past decades and the image of the cruise has been demonstrated to have an important influence on choice of resort mode. In an attempt to understand the motivations of the tourist, in this study we have undertaken a review of previous studies in order to generate a conceptual framework of cruise image, perceived value, satisfaction, and post-purchase behavioral intention.
This research describes the concept of the mental responses of tourists, together with methodological and statistical procedures for measuring tourist motivation in order to provide the reader with an overall picture of this phenomenon. Delphi and SEM methods were applied to the formulation of the questionnaire and to the data analysis used to examine these factors.
Tourists traveling on Star Cruises were asked to complete a questionnaire survey and the results of the 906 questionnaires thus obtained were used to explore the relationships among cruise image, perceived value, satisfaction and post-purchase behavioral intention. The results show that cruise image has a positive effect on the tourist’s perception of value and satisfaction. In addition, the cruise image does not play a significant role in post-purchase behavioral intention. Perceived value influences tourist satisfaction in a positive manner. Both perceived value and satisfaction are positively influence the post-purchase behavioral intention of tourists. The empirical findings suggest that perceived value and satisfaction along with cruise image play a mediating role in explaining post-purchase behavioral intention.
Keywords: Cruise image, perceived value, satisfaction, post-purchase behavioral intention, Delphi method, Structural Equation Modeling.

Content
Acknowledgement (in Chinese) ii
Abstract (in Chinese) iv
Abstract v
Content vi
List of Tables ix
List of Figures ix
Chapter 1 Introduction 1
1.1 Research background 1
1.2 Research motivations 5
1.3 Research purposes 7
1.4 Organization of this study 8
Chapter 2 Literature review 10
2.1 Cruise image 10
2.2 Perceived value 12
2.3 Satisfaction 14
2.4 Post-purchase behavioral intention 16
2.5 Cruise image in terms of perceived value, satisfaction and post-purchase behavioral intention 18
2.6 Perceived value and satisfaction 20
2.7 Perceived value and post-purchase behavioral intention 21
2.8 Satisfaction and post-purchase behavioral intention 22
Chapter 3 Global cruises industries 23
3.1 The history and development between passenger and cruise ships 23
3.2 The organizations on cruise ships 25
3.2.1 On-board facilities 25
3.2.2 On board security 26
3.2.3 On board dinning 26
3.2.4 Crews and service employees 27
3.2.5 Additional utilization for cruise ship 27
3.3 Royal Caribbean International 28
3.4 Carnival Corporation 29
3.5 Star Cruises/Norwegian Cruise Lines 31
3.6 Cruise regional economy in North America, Baltic, and Asia-Pacific 33
Chapter 4 Research design 35
4.1 Conceptual framework 35
4.2 Research hypotheses 36
4.3 Sampling survey 37
4.3.1 Questionnaire design 37
4.3.2 Process of questionnaire design 41
4.3.3 Data collection 43
4.4 Delphi method 43
4.4.1 Structuring of information flow 44
4.4.2 Regular feedback 45
4.4.3 Role of the researcher 45
4.4.4 Acceptance 45
4.5 Structural equation modeling 46
4.5.1 Model specification 47
4.5.2 Estimation of free parameters 49
4.5.3 Assessment of fit 49
4.5.4 Confirmatory factor analysis 50
4.5.5 Degrees of freedom 50
4.5.6 Chi-square 51
4.5.7 Goodness-of-fit index 52
4.5.8 Root mean square error of approximation 52
4.5.9 Tucker-Lewis index 53
4.5.10 Comparative fit index 53
4.5.11 Model modification 54
4.5.12 Sample size 54
4.6 Data analysis 55
Chapter 5 Analysis and results 56
5.1 Respondents’ demographic and travel characteristic profile 56
5.2 Measurement model 59
5.3 Convergent and discriminant validity 63
5.4 Structure model 64
Chapter 6 Conclusions and suggestions 66
6.1 Theoretical and methodological application on proposed model 66
6.2 Interpretations of findings 69
6.3 Managerial implications 72
6.4 Research contributions 76
6.5 Limitations and future research directions 78
References 80
Appendix 104

List of Tables
Table 5.1 Demographic profile of the respondents 57
Table 5.2 Travel characteristic profile of the respondents 58
Table 5.3 Standardized loadings, Cronbach’s , CR and AVE of the model 61
Table 5.4 AVE and correlation estimates 64
Table 5.5 Chi-square test results to discriminant validity of estimated constructs 64
Table 5.6 Standardized path coefficients and results of the hypothesis testing 65

List of Figures
Figure 1.1 Research flow chart 9
Figure 4.1 Conceptual framework 35
Figure 5.1 Results of proposed model 65


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