臺灣博碩士論文加值系統

活動即教育，「隔宿露營」是國中八年級學生在自然環境下體驗學習，而其課程活動設計，配合老師來統籌旅行社專業規劃，才能彰顯「隔宿露營」的主題，並展現出「隔宿露營」的教育價值。本研究旨在由體驗學習探索學習滿意度、再購意願與推薦意願，建構有效的量測方法，以北部三所國中生為測試對象，於其參與隔宿露營體驗式學習後，以紙本發放770份問卷，回收有效問卷649份(86%)，分別以敘述性統計以及線性結構方程模式(Partial Least Squares, PLS)驗證模型。結果顯示：首先旅行社提供課程之豐富與否顯著影響學習知覺進而影響學習滿意度。其次顧客的再購意願顯著地受到中介者亦即領隊的服務品質影響。最後顧客的推薦意願受到推薦者本身的利他傾向與內在滿足度的影響。

Activities as a part of the education, overnight camping serves this purpose well for the eighth year junior high school students in experiencing learning at natural environment. That activity is achieved with the collaboration of curriculum design of teachers and the travel agents for execution. This collaboration is assumed to achieve the values of education via camping. This study aims to investigate the factors affecting learning satisfaction, intentions of repurchasing and recommendation through the constructed measures of questionnaire. To test the validity, 770 surveys were conducted with paper questionnaire. 649 valid surveys (86%) were collected. Descriptive statistical analysis and structure equation modeling (partial least squares) were adopt to test the drawn models. The results show firstly that the learning cognition is affected by the richness of curricula as a result the satisfaction. Secondly, the repurchasing intention is positively affected by the service quality of the middle agent, that is the team leaders. Finally, the recommendation intention is mainly attributed to the recommender’s altruism and internal satisfaction with respect to helping others.

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻探討 4
2.1 旅行業產業概況 4
2.1.1.旅行業分類及營業範圍 5
2.1.2.個案公司介紹 8
2.1.3.校外教學活動 10
2.1.4.隔宿露營活動 11
2.2 體驗式學習 12
2.2.1.學習知覺 14
2.2.2.學習滿意度 15
2.3 再購意願 15
2.3.1.領隊服務品質 15
2.3.2.顧客忠誠度的定義 18
2.4 口碑推薦 19
2.4.1口碑 19
2.4.2口碑傳遞動機 19
第三章 研究方法 24
3.1 研究架構與假說 24
3.2 研究構面與問卷題項 28
3.3 研究分析方法 32
第四章 研究分析與結果 33
4.1 敘述性統計分析 33
4.2 信度與效度分析 34
4.3 PLS路徑模型 39
第五章 結論與建議 43
5.1 結論 43
5.2 管理意涵 46
5.3 建議 49
第六章 文獻來源 50
附錄一 政府採購法 53
附錄二 問卷 67

Bhote, K. R. (1996). Beyond customer satisfaction to customer loyalty: AMA.
Brown, A. H., & Webster, G. C. (1953). The influence of light on the rate of respiration of the blue-green alga Anabaena. American Journal of Botany, 753-758.
Cronin Jr, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. The Journal of Marketing, 125-131.
De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.
Deci, E. (1975). Intrinsic motivation. New York and London: Plenum Press.
Dichter, E. (1966a). How word-of-mouth advertising works. Harvard Business Review, 44(6), 147-160.
Dichter, E. (1966b). {How word-of-mouth advertising works}. Harvard business review, 44(6), 147-160.
Dimock, H. S. (1948). Administration of the modern camp: Association Press.
Engel, James E., Blackwell, Roger D., Miniard, & W, P. (1993). Consumer behavior, 7 Th Ed. Chicago: Dryden Press
Fecikova, I. (2004). An index method for measurement of customer satisfaction. The TQM magazine, 16(1), 57-66.
Fujita-Starck, P. J., & Thompson, J. A. (1994). The Effects of Motivation and Classroom Environment on the Satisfaction of Noncredit Continuing Education Students. AIR 1994 Annual Forum Paper.
Gershoff, A. D., & Johar, G. V. (2006). Do you know me? Consumer calibration of friends’ knowledge. Journal of Consumer Research, 32(4), 496-503.
Gilmore, J., & Pine, J. (1999). The Experience Economy: work is theatre and every business a stage: Paris, Harvar Business School Press.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560.
Griffin, A. (1997). The effect of project and process characteristics on product development cycle time. Journal of Marketing Research, 24-35.
Hamner, W. C., & Foster, L. W. (1975). Are intrinsic and extrinsic rewards additive: A test of Deci's cognitive evaluation theory of task motivation. Organizational Behavior and Human Performance, 14(3), 398-415.
Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Holt, J. (2009). How children learn: Da Capo Press.
Kotler, P. (2000). Marketing management: The millennium edition: Prentice-Hall Upper Saddle River, NJ.
Leszinski, R., & Marn, M. V. (1997). Setting value, not price. The McKinsey Quarterly, 1, 99-115.
Maslow, A. H. (1972). The farther reaches of human nature: Maurice Bassett.
Okazaki, S., & Hirose, M. (2009). Does gender affect media choice in travel information search? On the use of mobile Internet. Tourism Management, 30(6), 794-804.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual. Journal of retailing, 64(1), 12-40.
Rust, R. T., & Oliver, R. L. (1993). Service quality: New directions in theory and practice: Sage Publications.
Scanlin, M. (2001). What Is Camp about? Campers Share Their Opinions. Camping Magazine, 74(1), 29-31.
Silverman, D. (2010). Qualitative research: Sage.
Stum, D. L., & Thiry, A. (1991). Building customer loyalty. Training and development Journal, 45(4), 34-36.
Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-mouth communications: a motivational analysis. Advances in Consumer Research, 25(1), 527-531.
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 258-270.
Wu, W.-Y., & Sukoco, B. M. (2010). WHY SHOULD I SHARE? EXAMINING CONSUMERS'MOTIVES AND TRUST ON KNOWLEDGE SHARING. Journal of Computer Information Systems, 50(4), 11-19.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.
何英奇. (2001). 學習困難的診斷與補救教學. 學習輔導 (223~ 274). 台北: 心理出版社.
吳清山. (2003). 體驗學習的理念與策略. 教師天地, 27, 14-22.
李文慈. (2014). 服務體驗與價值共創-以旅遊產業為例.
沈六. (1997). 台灣省各級學校校外教學參考手冊. 台灣省政府教育廳. 台中, 1-46.
胡德旺. (2014). 青少年參與露營休閒活動之學習成效、活動滿意度與活動忠誠度. 碩士論文,南華大學旅遊管理學系旅遊管理碩士班.
烜之. (2007). 認知心理學: 五南圖書出版股份有限公司.
高雄市政府教育局. 體驗學習之源起及意義. Retrieved 5/16, 2015, from http://www.kh.edu.tw/
張春興. (1997). 張春興 (1993), 心理學, 台北: 東華書局: 黃英忠.
嵇慶生. (2004). 文教行政人員參與回流教育碩士在職進修專班學習滿意度之調查研究 (碩士論文). 取自臺灣博碩士論文系統. 系統編號 92NKNU1142021.
鄧潤娟. (2010). 國中生隔宿露營活動體驗內容, 體驗效益對體驗滿意度之影響. 臺灣師範大學體育學系在職進修碩士班學位論文, 1-94.
賴欣釧. (1998). 國小高年級團體旅遊環境體驗差異之研究. 碩士論文, 逢甲大學建築及都市計畫研究所.