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研究生:蔣秀梅
研究生(外文):Hsiu-Mei Chiang
論文名稱:建構來台觀光陸客衝動性購買行為模式
論文名稱(外文):Modeling the Impulse Buying Behavior of Chinese Tourists in Taiwan
指導教授:賴淑慧賴淑慧引用關係王高樑
指導教授(外文):Shu-Hui LaiGao-Liang Wang
口試委員:時序時陳燕鑾
口試日期:2012-07-09
學位類別:碩士
校院名稱:德明財經科技大學
系所名稱:行銷管理系
學門:商業及管理學門
學類:行銷與流通學類
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:102
中文關鍵詞:衝動性購買衝動性特質情境因素從眾行為知覺風險
外文關鍵詞:Impulse BuyingImpulsivity TraitsSituational FactorsHerding BehaviorPerceived Risk
相關次數:
  • 被引用被引用:7
  • 點閱點閱:455
  • 評分評分:
  • 下載下載:28
  • 收藏至我的研究室書目清單書目收藏:1
觀光業被譽為二十一世紀的明星產業,在許多國家的經濟發展上扮演重要的角色,成為各國極力發展的產業之一。台灣在2008年正式開放大陸觀光客來台,於2010年陸客已成為來台觀光人數最多者,其在台主要活動,以購物比例最高。因此,研究來台觀光陸客的購買行為,已成重要課題。由於衝動性購買在消費者的購買決策中佔有很大的比重,故近期研究者多探討其影響因素,惜在來台觀光陸客的衝動性購買部份則尚未有較完整之影響模式。本研究目的在探討來台觀光陸客影響其衝動性購買行為之因素,並進一步建構出衝動性購買行為模式,藉以提供觀光相關業者、政府單位及後續研究者參考,以擬定更有效率的行銷及經營管理策略,刺激陸客的衝動性購買行為,提高其購物消費。本研究採便利抽樣之問卷調查方式進行,以信度分析、效度分析、敘述性統計分析及結構方程模式進行資料分析與建構模式。研究結果發現「行銷刺激」、消費者「衝動性特質」、購買時的「情境因素」、「從眾行為」皆會影響來台觀光陸客衝動性購買行為,而消費者「衝動性特質」、「行銷刺激」的影響力較大,「知覺風險」對模式具部分干擾效果。
The tourism industry known as the major industry in the 21st century plays a very important role on the economic development in many countries, which has become one of the industries that many countries are striving to develop. Since 2008, Chinese tourists were officially allowed to visit Taiwan; the number of Chinese tourists in 2010 has become the most among foreign tourists. Their main activity in Taiwan is shopping. Therefore, the study of purchase behavior of Chinese tourists has become a very important topic. Since the impulse buying occupies a big ratio in the consumer purchase decision, recently researchers had a lot discussion on the factors of its influence. However, there is no complete impact model in terms of impulse buying of Chinese tourists. The purpose of this study is to explore the factors of impacting Chinese tourists on impulse buying behavior and furthermore to build a model of impulse buying behavior. This study can be as references for tourism-related businesses, government agencies, and the follow-up researchers in order to develop more efficient marketing and management strategies to stimulate Chinese tourists’ impulse buying behavior and thus raise their purchase consumption. This study adopts a questionnaire survey of convenience sampling; using reliability analysis, validity analysis, descriptive statistical analysis and structural equation model to conduct data analysis and model building. The results of this study show that all of the marketing stimulus, impulsivity traits, and situational factors when purchasing, and herding behavior affect the impulse purchase behavior of Chinese tourists; and the perceived risk has interference effects on the model.
摘 要 i
ABSTRACT ii
目 次 iii
表 次 v
圖 次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第四節 研究範圍 7
第五節 研究流程 8
第二章 文獻回顧 9
第一節 來台觀光陸客現況及相關文獻 9
第二節 研究變項定義 18
第三節 衝動性購買的相關研究 27
第三章 研究方法 38
第一節 研究架構 38
第二節 研究假設 39
第三節 研究工具 40
第四節 資料分析方法 52
第四章 研究結果 55
第一節 樣本資料分析 55
第二節 整體模式衡量分析 61
第三節 研究假設驗證 65
第五章 結論與建議 76
第一節 研究結論 76
第二節 管理意涵 78
第三節 研究限制 84
參考文獻 85
附錄一 正式問卷 98

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World Travel & Tourisrn Council World Travel & Tourisrn Sowing The Seeds Of Growth ,The 2005 Travel &Tourisrn Economic Research, 15-33.

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