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研究生:張憶萍
研究生(外文):Yi-ping Chang
論文名稱:遊客人格特質、從眾行為與旅遊紀念品消費決策型態關係之研究
論文名稱(外文):A STUDY ON RELATIONSHIPS AMONG PERSONALITY, CONFORMITY AND CONSUMER DECISION-MAKING PATTERNS FOR SOUVENIRS OF TOURISTS
指導教授:丁誌魰丁誌魰引用關係
指導教授(外文):Chih-wen Ting
學位類別:碩士
校院名稱:南華大學
系所名稱:旅遊管理學系旅遊管理碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:85
中文關鍵詞:從眾行為消費決策型態紀念品人格特質
外文關鍵詞:consumer decision-makingconformitypersonalitysouvenir
相關次數:
  • 被引用被引用:59
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  • 下載下載:745
  • 收藏至我的研究室書目清單書目收藏:3
  在旅遊過程中,遊客總是希望能買到值得自己紀念收藏以及饋贈親友的紀念品,也能保存旅遊中美好的回憶。因此,旅遊時購買紀念品已是遊客必然的消費行為。本研究旨在探討遊客的人格特質、從眾行為與旅遊紀念品消費決策型態之關係。以便利及滾雪球抽樣方法,針對有購買過旅遊紀念品的遊客進行問卷調查,發出問卷500份,回收434份有效問卷。所得資料以驗證性因素分析查證各構面的構成成分,並使用路徑/迴歸分析來驗證各構面之間的關係。
 
  研究結果顯示:(1)友善性人格特質對從眾行為有正向顯著影響;(2)開放性人格特質對「新穎流行型」、「休閒購物型」與「物超所值型」消費決策型態有正向顯著影響;(3)情緒穩定性與嚴謹性人格特質對「困擾型」消費決策型態有負向顯著影響;(4)從眾行為對消費決策型態有正向顯著影響。依研究結果建議:販售紀念品業者可針對不同人格特質研發新穎有特色、流行多樣性以及物超所值的高品質旅遊紀念品,設計多元且具吸引力的行銷宣傳,提供遊客紀念品相關資訊,進而引發遊客從眾行為的氛圍,提升各類型旅遊紀念品消費決策型態的銷售量,以增進旅遊地的觀光產值與經濟發展。
  While traveling, tourists always want to buy souvenirs worthy of commemoration, collection, and presenting to relatives and friends. So that they can recall the wonderful moments of travel. Therefore, purchasing souvenirs is an inevitable consumer behavior of tourists. The purpose of this study is to find out the relations among personality, conformity and consumer decision-making patterns for souvenirs of tourists. In this study, we use the convenience and snowball sampling methods to conduct a survey for tourists who have bought souvenirs before. Of 500 issued questionnaires, there are 434 valid ones. We also use confirmatory factor analysis to check the components of each aspect based on data, and use path/regression analysis to verify the relations between various aspects.
 
  The results revealed: (1) Agreeable personality has a positive significant effect on conformity. (2) Openness to Experience personality has a positive significant effect on “Novelty-Fashion Conscious Consumer”, “Recreational, Hedonistic Consumer”, “Price Conscious , Value-for-Money Consumer” among consumer decision-making patterns. (3) Emotional Stability personality and Conscientiousness personality have a negative substantial effect on “Confused by Overchoice Consumer” among consumer decision-making patterns. (4) Conformity has a positive significant effect on consumer decision-making patterns. According to the results of this study, for people with different personality, souvenir industry can develop high-quality souvenirs with innovative, fashionable-diversity and well-worth-its-value features. People of the industry of souvenirs can launch a marketing promotion with diversity, attraction, and provide souvenir information to tourists, and provoke conformity atmosphere among them as well. In these ways, they can enhance the sales of types of travel souvenirs in variety, and also improve output value, economic development of the tourism.
中文摘要................................................................................................ i
英文摘要................................................................................................ ii
目錄........................................................................................................ iv
表目錄.................................................................................................... vii
圖目錄.................................................................................................... ix
 
第一章 緒論.......................................................................................... 1
1.1 研究背景與動機............................................................................. 1
1.2 研究目的......................................................................................... 3
1.3 研究對象與範圍............................................................................. 3
1.4 研究流程......................................................................................... 3
1.5 研究內容......................................................................................... 5
 
第二章 文獻探討.................................................................................. 7
2.1 紀念品的意涵................................................................................. 7
2.2 人格特質......................................................................................... 8
2.2.1 人格特質的定義.......................................................................... 8
2.2.2 人格特質的構面.......................................................................... 9
2.2.3 五大人格特質............................................................................. 12
2.3 從眾行為........................................................................................ 13
2.3.1 從眾行為的定義......................................................................... 13
2.3.2 從眾行為的構面.......................................................................... 15
2.4 消費決策型態................................................................................ 18
2.4.1 消費決策型態的定義................................................................. 18
2.4.2 消費決策型態的構面................................................................. 18
2.5 人格特質、從眾行為與消費決策型態之相互關係...................... 20
2.5.1 人格特質與從眾行為................................................................... 20
2.5.2 人格特質與消費決策型態........................................................... 21
2.5.3 從眾行為與消費決策型態........................................................... 22
 
第三章 研究設計................................................................................... 23
3.1 研究架構.......................................................................................... 23
3.2 研究假說.......................................................................................... 24
3.3 研究變數的衡量............................................................................... 24
3.3.1 人格特質........................................................................................ 24
3.3.2 從眾行為......................................................................................... 25
3.3.3 消費決策型態................................................................................. 26
3.4 問卷調查........................................................................................... 27
3.4.1 研究對象..................................................................................... 27
3.4.2 抽樣方法..................................................................................... 27
3.4.3 樣本大小..................................................................................... 28
3.5 資料分析方法................................................................................ 28
3.6 前測預試結果................................................................................ 32
 
第四章 研究結果與討論..................................................................... 36
4.1 樣本基本屬性分析........................................................................ 36
4.1.1 個人背景資料分析..................................................................... 36
4.1.2 旅遊型態與旅遊頻率分析......................................................... 37
4.2 敘述性統計分析............................................................................. 38
4.2.1 人格特質分析.............................................................................. 39
4.2.2 從眾行為分析.............................................................................. 40
4.2.3 消費決策型態的分析.................................................................. 41
4.3 信效度分析..................................................................................... 43
4.3.1 人格特質因素分析....................................................................... 43
4.3.2 從眾行為因素分析....................................................................... 45
4.3.3 消費決策型態因素分析............................................................... 46
4.4 測量及路徑模型分析....................................................................... 50
4.4.1 檢驗違犯估計................................................................................ 51
4.4.2 模式配適度評鑑............................................................................ 53
4.4.3 模式內在結構配適度評鑑............................................................ 54
4.4.4 路徑/迴歸分析............................................................................... 59
4.5 研究假說之檢定............................................................................... 64
 
第五章 結論與建議................................................................................ 69
5.1 研究結論........................................................................................... 69
5.2 研究建議.......................................................................................... 72
5.3 後續研究議...................................................................................... 73
 
參考文獻.................................................................................................. 74
 
附錄一 正式問卷.................................................................................. 82
 
表目錄
表3.1 人格特質構面與問項...................................................................25
表3.2 從眾行為構面與問項.................................................................. 26
表3.3 消費決策型態構面與問項.......................................................... 27
表3.4 整體模式配適度評鑑表............................................................... 31
表3.5 人格特質前測因素分析表........................................................... 33
表3.6 從眾行為前測因素分析表........................................................... 34
表3.7 消費決策型態前測因素分析表................................................... 34
表4.1 個人背景資料分析....................................................................... 37
表4.2 旅遊型態與旅遊頻率分析........................................................... 38
表4.3 人格特質變數敘述性統計分析表............................................... 40
表4.4 從眾行為變數敘述性統計分析表............................................... 41
表4.5 消費決策型態變數敘述性統計分析表....................................... 42
表4.6 人格特質因素分析表................................................................... 45
表4.7 從眾行為因素分析表................................................................... 47
表4.8 消費決策型態因素分析表........................................................... 49
表4.9 人格特質參數估計表................................................................... 52
表4.10 從眾行為參數估計表................................................................. 52
表4.11 消費決策型態參數估計表......................................................... 53
表4.12 模式配適度評鑑表..................................................................... 54
表4.13 人格特質驗證性分析表............................................................. 55
表4.14 從眾行為一階驗證性分析表..................................................... 56
表4.15 從眾行為二階驗證性分析表..................................................... 56
表4.16 消費決策型態驗證性分析表..................................................... 56
表4.17 區別效度檢定表......................................................................... 58
表4.18 人格特質變數對從眾行為之迴歸分析表................................. 59
表4.19人格特質與從眾行為變數對完美主義型消費決策之迴歸分析表..60
表4.20人格特質與從眾行為變數對品牌意識型消費決策之迴歸分析表..60
表4.21人格特質與從眾行為變數對新穎流行型消費決策之迴歸分析表..61
表4.22人格特質與從眾行為變數對休閒購物型消費決策之迴歸分析表..62
表4.23人格特質與從眾行為變數對物超所值型消費決策之迴歸分析表..62
表4.24人格特質與從眾行為變數對衝動型消費決策之迴歸分析表......... 63
表4.25人格特質與從眾行為變數對困擾型消費決策之迴歸分析表......... 64
表4.26人格特質與從眾行為變數對習慣型消費決策之迴歸分析表......... 64
表4.27 人格特質對從眾行為路徑關係檢定表........................................... 66
表4.28 人格特質對消費決策型態路徑關係檢定表................................... 67
表4.29 從眾行為對消費決策型態路徑關係檢定表................................... 68
 
圖目錄
圖1.1 研究流程圖........................................................................................... 5
圖2.1 從眾行為的模型................................................................................. 17
圖3.1 研究架構............................................................................................. 23
圖4.1 研究結構模式概念圖......................................................................... 51
圖4.2 研究結構模式路徑圖......................................................................... 65
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