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研究生:陳昫如
研究生(外文):Hsu-JuChen
論文名稱:知覺評估對消費者購買意願之影響-以旅遊產品涉入程度為干擾變項
論文名稱(外文):The Study of Perceived Evaluation on Consumer Purchase Intention: The Moderating Effect on Travel Involvement
指導教授:王泰裕王泰裕引用關係
指導教授(外文):Tai-Yue Wang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:119
中文關鍵詞:知覺評估涉入程度購買意願部落格旅遊展論壇
外文關鍵詞:Perceived EvaluationInvolvementPurchase IntentionBlogTravel FairForum
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隨著網路與資訊科技的日新月異,消費者對於產品或服務有了更多選擇,此外觀光、休閒旅遊產業開始逐漸受到重視,業者也開始在旅遊業的大餅中努力開拓市場。對旅遊相關業者來說不但要留住現有的顧客,更重要的是創造新的客源。由於旅遊產品具有無形性、生產與消費同時發生的特質,消費者事前難以評估商品的優劣,所以消費者會藉由對產品的涉入程度來進行購買決策的評估,也就是會根據其對該旅遊產品的了解程度高低來去做判斷或是購買。本研究將以消費者之觀點並選擇三種媒介(旅遊展、旅遊部落格、旅遊論壇)作為研究問卷的考量點,最後利用SPSS和AMOS來分析問卷的結果。
研究結果發現(1)消費者對旅遊產品之看法在三種媒介的影響之下,在知覺評估方面三者的影響皆相同(知覺價格對知覺品質有正向之影響;知覺價格對知覺犧牲有正向之影響;知覺品質對知覺價值有正向之影響;知覺價值對購買意願有正向影響;而知覺犧牲對知覺價值為負面影響);(2)在不同的媒介中涉入程度對知覺價值與購買意願有不同結果。
在研究中同時可以發現消費者的涉入程度在旅展中對知覺價值與購買意願有顯著影響,因此在旅遊展的廠商可以更花心思吸引消費者前往參展。而以旅遊論壇消費者的涉入程度只對購買意願有顯著影響,可能原因為會去瀏覽旅遊論壇的消費者通常都有計畫性的旅遊,前往參考其他背包客分享的資訊。最後是旅遊部落格的涉入程度對知覺價值與購買意願沒有顯著的影響,原因可能是瀏覽部落格的部落客屬於隨興的參考,因為部落格的性質屬於日誌型,因此對於消費者來說涉入資訊的程度不高;但三者的調節效果皆為顯著,表示涉入程度與知覺價值的交互作用對購買意願有調節的作用,不論是旅展、部落格與論壇之消費者,若是對旅遊產品的涉入程度越高以及所產生的知覺價值越高,對旅遊產品的購買意願會相對提升。

Consumers are given more options for products or services as the development of internet and information technology changing day by day. The tourist industry is getting more and more attention and the tourist industry have begun invest more efforts on marketing. It’s important for the tourist industry to attract new customers and retain the existing customers. However, consumers usually value the products and make decision through the products’ involvement; because consumers couldn’t investigate and compare the products in advance. Therefore, this research will cope with consumer's view and choose three media, such as travel blog, travel fair and travel forum. Finally, SPSS and AMOS were need to analyze the conceptual relationship model based upon the related literature.
Some results are observed from this research. First, consumers have the same preceptions with travel products on the perceived evaluation in the three media. In addition, consumers feel the perceived price high as the perceived quality and perceived sacrifice are high. And, consumers feel the perceived quality high as the perceived value is high. As the perceived value is high, it will influence the consumer’s purchasing intention. However, consumers feel the perceived sacrifice high as the perceived value is low. Besides, considering different media, the ways of product involvements have influence on the perceived value and purchase intentions.
The firm should put more efforts to attract new customers to visit the travel fair, because the consumer’s product involvements have influences on perceived value and purchase intentions on travel fair. However, consumer’s product involvements have influences only on purchase intentions over travel forum. The consumers will browse the forum to refer the backpackers who share the informations. In fact, product involvements have no influences on perceived value and purchase intentions on travel blog. The bloggers are not interested to know the travel pruducts on travel blog. They just go through the travel blog as the daily diary. Finally, the moderating effect of traveling involvement and perceived value will have influence on the consumer’s purchasing intention in the three media.

摘要 I
Abstract II
致謝 IV
目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 2
第二節 研究目的 3
第三節 研究流程 3
第四節 本文架構 5
第二章 文獻探討 6
第一節 知覺評估(Perceived Evaluation) 6
第二節 購買意願(Purchase Intention) 12
第三節 產品涉入程度(Involvement) 14
第四節 媒介管道 18
第五節 小結 23
第三章 研究方法 24
第一節 研究架構 24
第二節 衡量構面與研究假設 24
第三節 研究變項之操作性定義與衡量 28
第四節 研究設計 30
第五節 問卷設計與前測 32
第六節 資料分析工具 38
第七節 小結 42
第四章 資料分析與結果 43
第一節 敘述性統計分析 43
第二節 信度分析 51
第三節 結構方程模式 52
第四節 調節效果的驗證 76
第五節 小結 79
第五章 結論與建議 80
第一節 研究結論 80
第二節 實務貢獻與意涵 82
第三節 研究限制與未來研究方向 83
參考文獻 86
附錄A 97
附錄B 103
附錄(一)旅遊展問卷 108
附錄(二)旅遊部落格問卷 112
附錄(三)旅遊論壇問卷 116



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三.網頁部分
Promo Magazine. (2010). 5 Trends to watch in 2011. Retrieved December 21, 2010, fromhttp://enews.penton.com/enews/promo/pmo_xtra_new/current#5_trends_watch_in_2011. (2011/11/16)
MBA智庫百科:http://wiki.mbalib.com/wiki/%E9%A6%96%E9%A1%B5 (2011/11/30)
自由時報電子報:http://www.libertytimes.com.tw/index.htm (2011/11/14)
艾普羅民調公司:http://blog.chinatimes.com/apollo (2011/11/14)
美國行銷協會:http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=S (2011/9/15)
美國促進行銷協會(Promotion Marketing Association):http://www.pmalink.org/ (2011/09/25)
資策會產業情報研究所:http://mic.iii.org.tw/aisp/ (2011/11/8)
旅遊行銷資訊網:http://b2b.travelrich.com.tw/print/Print.aspx?Second_classification_id=4&Subject_id=9642 (2011/5/29)
背包客棧論壇:http://www.backpackers.com.tw/forum/ (2012/4/11)

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