臺灣博碩士論文加值系統

我國近年來台灣夜市逐漸成為旅客造訪台灣各地的必備行程，隨處可見的夜市除了特色的地方小吃以外，還結合了逛街、購物、玩遊戲等生活樂趣，每個地方夜市都有其不同的特殊代表，不管是美食或是不同的擺攤方式，主要消費者有的是當地居民，有的則是以觀光旅客為主，夜市可以是在地人休閒、社交的場所，旅客享受美食的目標也可以在夜市獲得滿足。
因此，本研究透過期望失驗理論與態度理論來探討旅客在夜市意象的期望與實際表現上對於滿意度以及消費者態度所產生的行為意圖之間的關係，將旅客對夜市意象的期望與夜市意象表現和滿意度對消費者態度融合並一同探討，針對台灣夜市的特殊旅遊文化做一整合討論。本研究的研究期間為2013年3月1日起至5月1日止，研究對象士林夜市各大出入口與劍潭捷運站出入口的旅客。
主要發現為：(1)夜市意象表現正向影響夜市意象確認；(2)夜市意象期望不顯著影響夜市意象確認；(3)夜市意象確認正向影響滿意度；(4)滿意度正向影響消費者態度。

Taiwan night market has gradually become essential travel for travelers to visit all parts of Taiwan in recent years. You can see the night market in addition to the characteristics of the local snacks, but also combines the joys of life such as shopping, shopping, playing games. Each local night market has its special representative, whether it is food or stall. The major consumers of some local residents, some based leisure travelers. The night market can be the people casual, social place and travelers can also enjoy the food at the target to be met at the night market.
Therefore, we through the expectation confirmation theory and the consumer attitude to explore the tourist at the night market expectations and night market performance for satisfaction as well as on consumer attitudes arising from the relationship between behavioral intentions. The image of night market expectations and night market performance on tourists join in the discussion with satisfaction and consumer attitudes converge. This study period from March 1, 2013 until May 1, 2013, the target is the tourist who around the exit of night market or metro.
We found that (1)there is positive effect on the image of night market performance to night market confirmed; (2)there is no effect on the image of night market expectations to night market confirmed; (3)there is positive effect on the image of night market confirmed to satisfaction; (4)there is positive effect on the satisfaction to consumer attitudes.

目錄 I
圖目錄 III
表目錄 IV
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研究流程 4
第二章 文獻探討 5
2.1意象 5
2.2期望、表現與確認 8
2.3滿意度 11
2.4消費者態度 12
第三章 研究方法 14
3.1研究架構 14
3.2研究假說 15
3.3變數之操作性定義 17
3.4抽樣方法與資料收集 19
3.5問卷設計 20
3.6資料分析方法 24
第四章 資料分析與研究發現 26
4.1問卷統計與樣本描述 26
4.2因素分析、信度與效度分析 30
4.3線性結構關係模式 39
第五章 結論與建議 44
5.1研究結果與發現 44
5.2實務意涵 45
5.3研究限制與後續研究建議 45
參考文獻 47

英文文獻
1.Akama, J. S. & Kieti, D. M. (2003). Measuring Tourist Aatisfaction with Kenya''s Wildlife Safari: A Case Study of Tsavo West National Park. Tourism Management, 24(1), 73-81.
2.Anastasi, A. (1982). Psychological Testing. (5th ed.). New York: Macmillan.
3.Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion a New Product. Journal of Marketing Research, 4(16), 291-295.
4.Anderson, E. W & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms, Marketing Science, 12(2), 125-143.
5.Baker, D. A. & Crompton, J. L. (2000). Quality, Satisfaction and Behavioral Intention. Annals of Tourism Research, 27 (3), 785-804.
6.Baloglu, S, & McCleary, K. W. (1999). A Model of Destination Image Formation. Annals of Tourism Research, 26(4), 868-897.
7.Baloglu, S. (2001). Image Variations of Turkey by Familiarity Index: Informational and Experiential Dimensions. Tourism Management, 22(2), 127-133.
8.Basala, S. & Klenosky, D. (2001). Travel Style Preferences for Visiting a Novel Destination: A Conjoint Investigation Across the Novelty Familiarity Continuum. Journal of Travel Research, 40(2), 172-183.
9.Beerli, A. & Martin, J. D. (2004). Factors Influencing Destination Image. Annals of Tourism Research, 31(3), 657-681.
10.Best, A. & Andreasen, A. R. (1977). Consumer Response to Unsatisfactory Purchases: A Survey of Perceiving Defects, Voicing Complaints, and Obtaining Redress. Law & Society Review, 11(4), 701-742.
11.Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism Image, Evaluation Variables and After Purchase Behavior: Inter-Relationship. Tourism Management, 22(6), 607-616.
12.Birgit, L. (2001). Image Segmentation: The Case of a Tourism Destination. Journal of services marketing, 15(1), 49-66.
13.Boulding, K. E. (1956). The Image：Knowledge and Life in Society. Ann Arbor MI:University of Michigan Press.
14.Byrne, D. & Nelson, D. (1965). Attraction as a Linear Function of Proportion of Positive Reinforcements. Journal of Personality and Social Psychology, 1(6), 659-663.
15.Charlotte, M., Echtner, C. M., & Ritchie, J. R. B. (1993). The Measurement of Destination Image: An Empirical Assement. Journal of Travel Research, 31(4), 3-13.
16.Churchill, G. A. & Surprenant, C. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, 19(4), 491-504.
17.Crompton, J. L. (1979). An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location upon that Image. Journal of Travel Research, 14(4), 18-23.
18.Csikszentmihalyi, M. & Rathunde, K. (1992). The Measurement of Flow in Everyday Life: Toward a Theory of Emergent Motivation. Nebraska Symposium on Motivation, 40, 57-97.
19.Dann, G. M. S. (1996). Tourists’ Images of a Destination - an Alternative Analysis. Journal of Travel & Tourism Marketing, 5(1/2), 41-55.
20.Day, R. L., Grabicke, K., Schaetzle, T., & Staubach, F. (1981). The Hidden Agenda of Consumer Complaining. Journal of Retailing, 57(3), 86-106.
21.Den, B. L. (2007). The Experiences of Long Distance Walking: A Case Sudy of the West Highland Way in Scotland. Tourism Management, 28(6), 1417-1427.
22.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
23.Eagly, A. H. & Chaiken, S. (1993). The psychology of attitudes. Orlando: Harcourt Brace College Publishers.
24.Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). Chicago Dryden Press.
25.Enrique, B. J., Isabel, S. M., & Javier, S. (2001). Tourism Image, Evaluation Variables and After Purchase Behavior: Inter-Relationship. Tourism Management, 22(6), 607-616.
26.Fakeye, P. & Crompton, J. L. (1991). Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10-16.
27.Farh, J. L., Tsui, A. S., Xin, K., & Cheng, B. S. (1998). The Influence of Relational Demography and Guanxi: The Chinese Case. Organization Science, 9(4), 471-489.
28.Fishbein, M. & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addision-Wesley.
29.Ghemawat, P. (2001). Distance Still Matters. The Hard Reality of Global Expansion. Harvard Business Review, 79(8), 137-147.
30.Gitelson, R. J. & Crompton, J. L. (1984). Insights into the Repeat Vacation Phenomenon. Annals of Tourism Research, 11(2), 199-217.
31.Goodrich, J. N. (1978). The Relationship between Preferences for and Perceptions of Vacation Destination. Journal of Travel Research, 17(2), 8-13.
32.Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences. Total Quality Management, 11(4/5&6), 509-514.
33.Gunn, C. A. (1972). Vacationscape: Designing Tourist Regions. Austin: Bureau of Business Research, University of Texas.
34.Han, P. C. (1997). An Investigation of Intercultural Effectiveness of International University Students with Implications for Human Resource Development. Unpublished doctoral dissertation.
35.Herrmann, A. & Heitmann, M. (2006). Providing More or Providing Less? Accounting for Cultural Differences in Consumers'' Preference for Variety. International Marketing Review, 23(1), 7-24.
36.Hofstede, G. & Hofstede, G. J. (2005). Cultures and organizations: Software of the mind (2nd ed.). New York: McGraw-Hill.
37.Hunt, J. D. (1975). Image as a factor in Tourism Development. Journal of Travel Research, 13(3), 1-7.
38.Hurley, S., Moutinho, L., & Witt, S. F. (1989). Genetic Algorithms for Tourism Marketing. Annals of Tourism Research, 25(2), 498-514.
39.Kim, H. & Richardson, S. R. (2003). Motion Picture Impacts on Destination Images. Annals of Tourism Research, 30(1), 216-238.
40.Jacoby, J. & Jaccard, J. J. (1981). The Sources and Validity of Consumer Complaining Behavior: A Psychological Review. Journal of Retailing, 57, 4-24.
41.Joseph, S. C. (2001). A Case Study of Korean Outbound Travelers'' Destination Images by using Correspondence Analysis. Tourism Management, 22(4), 345-350.
42.Kotler, P. (1996). Marketing for Hosipitality and Tourism. Upper saddle river, New Jersey: Prentice-hall.
43.Kotler, P. (2000). Marketing Management: Analysis, Planning, Implementation, and Control. Journal of Marketing Management, 7(4), 426-427.
44.Kozak, M. (2001). Repeaters Behavior at Two Distinct Destination. Annals of Tourism Research, 28 (3), 784-807.
45.Kozak, M. (2002). Comparative Analysis of Tourist Motivations by Nationality and Destinations. Tourism Management, 23(3), 221-232.
46.Kristensen, K., Martensen, A., & Gronholdt, L. (2000). Customer Satisfaction Measurement at Post Demark: Results of Application of the European Customer Satisfaction Index Methodology. Total Quality Management, 11(7), 1007-1015.
47.Lee, C., Lee, Y., & Lee, B. (2005). Korea’s Destination Image Formed by the 2002 World cup. Annals of Tourism Research, 32(4), 839-858.
48.Lee, S., Jeon, S., & Kim, D. (2011). The Impact of Tour Quality and Tourist Satisfaction on Tourist Loyalty: The Case of Chinese Tourists in Korea. Tourism Management, 32(5), 1115-1124.
49.Lepp, A. & Gibson, H. (2003). Tourist Roles, Perceived Risk and International Tourism. Annals of Tourism Research, 30(3), 606-624.
50.Loudon, D. L. & Albert, J. D. (1988). Consumer Behavior-Concepts and Applications (3rd ed.). New York: Mc-Graw Hill.
51.Mansfeld, Y. (1992). From Motivation to Actual Travel. Annals of Tourism Research, 19(3), 399-419.
52.San Martin, H., Collado, J., & Rodriguez Del Bosque, I. (2008). A New Approach to Tourist Service Satisfaction with Alternative Comparison Standards. Journal of Travel and Tourism Research, 9(1), 1-16.
53.Milman, A. & Pizam, A. (1995). The Role of Awareness and Familiarity with the Destination: the Central Florida Case. Journal of Travel Research, 33(3), 21-27.
54.Moutinho, L. (1987). Consumer Behavior in Tourism. European Journal of Marketing, 21(10), 5-44.
55.Narayandas, N. (1996). The link between customer satisfaction and customer loyalty: An empirical investigation. Working paper, 97-117. Harvard Business School.
56.O’Reilly, C. A., Caldwell, D. F., & Barnett, W. P. (1989). Work Group Demography, Social Integration, and Turnover. Administrative Science Quarterly, 4(1), 21-38.
57.Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460- 469.
58.Oliver, R. L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(3), 418-430.
59.Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
60.Oskamp, S. (1977), Attitudes and Opinions. Englewood Cliffs, NJ: Prentice-Hall.
61.Parasuraman, A., Zeithaml V. A., & Berry L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
62.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1996). The Behavior Alconsequences of Service Quality. Journal of marking, 60(2), 31-46.
63.Pearce, P. L. (1982). Perceived Changes in Holiday Destinations. Annals of Tourism Research, 9(2), 145-164.
64.Petrick, J. F. & Backman, S. J. (2001). An Examination of Golf Travelers'' Satisfaction, Perceived Value, Loyalty, and Intentions to Revisit. Tourism Analysis, 6(3/4), 223-237.
65.Pine, B. J. & Gilmore, J. H. (1999). The experience economy, Work is theatre & every business a stage. Boston, Massachusetts: Harvard Business School Press.
66.Prayag, G. (2008). Image, Satisfaction and Loyalty-the Case of Cape Town. An International Journal of Tourism and Hospitality Research, 19 (2), 205-224.
67.Raquel, C., Jaume, G., & Jordi, C. (2009). Managing Induced Tourism Image: Relational Patterns and the Life Cycle. Tourism: An International Interdisciplinary Journal, 57(3), 241-258.
68.Reynolds, W. H. (1965). The Role of the Consumer in Image Building. California Management Review, 7(3), 69-76.
69.Rokeach, M. (1968). Belief, Attitude and Value. San Francisco: Jossey-Ball.
70.Rosenberg, M. J. & Hanland, C. I. (1960). Cogntive, Affective, and Behavior Components of Attitude, in Attitude Organization and Change: An Analysis of Consistency among Attitude Components. Eds. M. J. Rosenberg et al. New Haven, CT: Yale University Press.
71.Royo-Vela, M. (2008). Rural-Cultural Excursion Conceptualization: A Local Tourism Marketing Management Model Based on Tourist Destination Image Measurement. Tourism Management, 30(3), 419-428.
72.Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behavior (7th ed.). New Jersey: Prentice Hall.
73.Schwarz, N. & Gerd, B. (2007). The Construction of Attitudes. Social Cognition, 5(25), 638-656.
74.Silverman, G. (1997). How to Harness the Awesome Power of Word of Mouth. Direct Marketing, 60(7), 32-37.
75.Singh, J. (1988). Consumer ComplaintIntentions and Behavior: Definitional and Taxonomical Issues. Journal of Marketing, 52(1), 93-107.
76.Soderlund, M. (1998). Customer Satisfaction and Its Consequences of Customer Behavior Revisited. The Impact of Different Levels of Satisfaction on Word of Mouth, Feedback to the Supplier and Loyalty. International Journal of Service Industry Management, 9(2), 169-188.
77.Spradley, J. P. & Philips, M. (1972). Culture and Stress: A Quantitative Analysis. American Anthropologist, 74, 518-529.
78.Theng, Y. L., Wanzhen, L., Zhiqiang, L., Robert, C., & Pallavi, R. (2011). Investigation of the Antecedents and Consequences of Gamer Satisfaction: An Individual Perspective. Computers in Entertainment, 9(3), 15.
79.Vespestad, M. K. & Mehmetoglu, M. (2010). The Relationship Between Tourist Nationality, Cultural Orientation and Nature-Based Tourism Experiences. European Journal of Tourism Research, 3(2), 87-104.
80.Weber, K. (1997). The Assessment of Tourist Satisfaction Using the Expectancy Disconfirmation Theory: A Study of the German Travel Market in Australia. Pacific Tourism Review, 1(1), 35-45.
81.Woodside, A. G. & Lysonski, S. (1990). A General Model of Traveler Destination Choice. Annals of Tourism Research, 27(4), 8-14.
82.Wang, C. & Qu, H. (2013). Empirical Study on Relationships of Travel Motivation, Destination Image and Tourist Expectation. Tourism Tribune. 28(6), 26-37.
83.Yuan, J., Morrison, A. M., Cai, L. A., & Linton, S. (2008). A Model of Wine Tourist Behavior: A Festival Approach. International Journal of Tourism Research, 10(3), 207-219.
84.Zeithaml, V. A. (1988). Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
85.Zimbardo, P. G. (1988). Psychological and Life (12th Ed.). Stanford, CA: Harper Collins.
中文文獻
1.吳佳華（2011）。夜市觀光意象、體驗滿意度與體驗後行為關聯性研究－以高雄六合觀光夜市遊客為例。商業現代化學刊，6（2）59-74。
2.侯錦雄、林宗賢（1996）。日月潭風景區目標，市場定位策略中之旅遊意象度量探討。戶外遊憩研究，9（1），57-77。
3.翁翠陽、盧惠敏（2012）。遊客對瑞豐夜市之服務品質、滿意度與忠誠度之研究。休閒觀光與運動健康學報，2（2），132-146。
4.張淑娟（2009，9月）。世界文化遺產旅遊經驗暨旅遊學習之探究。國立台灣師範大學社會教育研究所博士論文，未出版，台北。
5.曹勝雄（2001）。觀光行銷學。台北：揚智文化事業有限公司。
6.蕭至惠、蔡進發、郭依儒（2011）。自我建構與自我複雜度對共品牌評價的影響。管理學報，28（3），267-287。
7.賴其勛、邴傑民、李雅雯（2001）。服務品質與購後行為意圖關係之研究－以台中百貨業為例。企業管理學報，49期，135-158。
8.謝淑芬（2000）。消費者之旅遊知識、經驗對旅遊風險知覺程度影響之研究。觀光研究學報，6（2），67-89。
9.蘇瑞蓮、金喆（2008）。旅遊意象、知覺價值、服務品質、知覺風險對遊後行為意圖的影響─以苗栗縣西湖渡假村為例。聯大學報，5（1），181-200。