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研究生:陳世全
研究生(外文):Shih-Chuan Chen
論文名稱:由體驗學習探索顧客的再購意願與推薦意願:以國中生的隔宿露營為例
論文名稱(外文):A study of experiential learning affecting client's intention of repurchasing and recommendation:The case of overnight camping at junior high schools
指導教授:曾盛恕曾盛恕引用關係
指導教授(外文):Seng-Su Tsang
口試委員:曾盛恕
口試委員(外文):Seng-Su Tsang
口試日期:2015-05-28
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:69
中文關鍵詞:體驗式學習學習滿意度再購意願推薦意願
外文關鍵詞:experiential learninglearning satisfactionrepurchasing intentionrecommendation intention
相關次數:
  • 被引用被引用:1
  • 點閱點閱:154
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
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
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