臺灣博碩士論文加值系統

2011年開放陸客自由行，帶動台灣的餐飲業、旅遊業、運輸業、飯店業、航空業等相關行業的迅速發展，陸客來台人數已經超過608萬人次，驚人的購買能力也連帶影響台灣整體消費市場的成長，對台灣經濟相關產業具有相當的助益。現今以服務顧客為導向的趨勢下，顧客消費行為係企業確定市場定位、制定行銷策略組合的基礎及前提，在零售產業中更為明顯。本研究主要目的在探討大陸觀光客進入購物店時，是否會透過促銷策略、故事行銷、體驗行銷及服務品質等因素之影響，進而提升消費者購買意願，研究對象為來台大陸觀光客，共發放並回收500份問卷，其中有效問卷為456份，有效率為91%。本研究利用SPSS 19.0與AMOS19.0統計套裝軟體進行資料建檔與分析，研究結果顯示，知覺價值對於購買意願具有顯著影響，促銷策略及服務品質對知覺價值與購買意願具有調節效果；故事行銷及體驗行銷未具有調節效果。本研究推論陸客進入購物店時因時間有限較無法聽取完整介紹，甚至無法親自體驗以致較無明顯影響，研究結果除提供購物店之參考依據外，購物店業者也可參考一套行銷手法讓觀光客在短暫的停留也能對紀念品產生好奇提升購買意願。

In 2011 the government established a policy called ‘FREE TOUR FOR CHINESE TOURISTS’ to stimulate the Taiwanese restaurant business as well as travel, transportation, hotel, and airline businesses. It also benefited other economically related industries in Taiwan as the number of Chinese tourists in Taiwan increased to over 6.08 million. As a result, this strong purchasing ability has influenced the growth of overall consumption in the Taiwanese market. Per the current trend of customer service, the needs of customers have become the foundation and priority of an enterprise wanting to distinguish its market identity and develop its strategies. It’s even more critical for retailers.

The purpose of this research is to discuss whether Chinese tourists are influenced to increase their purchasing intention by promotional strategies, story-board marketing, experience marketing, and service quality while walking in the shops. The target of this research is Chinese tourists to Taiwan. There were 500 questionnaires released and collected, 456 of which were usable. As a result, the reliability was 91%. This research used statistical software to build the database and analysis.

According to the results of this research, perceived value had a great impact on customers’ purchase intention, and promotional strategy and service quality had regulated effects on perceived value and purchase intention; however, it ended up that there was no regulation effect for story-board marketing and experience marketing. I inferred from this, that the Chinese tourists couldn’t listen to all of the product introductions due to limited time, or even try out the products themselves. In conclusion, the results of this research were not only for a shop’s reference but also for the shopkeepers, who can use this information to reference marketing plans that arouse tourists’ interests in souvenirs during their short stays and increase their purchasing intentions.

摘要 II
A b s t r a c t III
目錄 V
圖目錄 VII
表目錄 VIII
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 6
第三節　研究目的 6
第四節　研究流程 7
第二章　文獻探討 8
第一節　知覺價值 8
第二節　促銷策略 9
第三節　購買意願 12
第四節　服務品質 13
第五節　故事行銷 14
第六節　體驗行銷 15

第三章　研究方法 21
第一節　研究架構 21
第二節　研究假說 21
第三節　研究工具 23
第四節　資料分析方法 25
第四章　研究結果 27
第一節　敘述性統計分析 27
第二節　信效度分析 30
第三節　相關分析 33
第四節　迴歸分析 34
第五節　階層迴歸分析 34
第五章　結論與建議 37
第一節　研究結論 37
第二節　管理意涵與貢獻 39
第三節　研究限制與後續研究建議 41
附錄ㄧ參考文獻 42
附錄二正式問卷 49

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