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研究生:陳家琦
研究生(外文):Chia-Chi Chen
論文名稱:運用跨層次分析探討影響旅遊網站品牌投入對購買意圖之研究
論文名稱(外文):A Cross Level Analysis of Brand Engagement on Purchase Intention in Travel agency Web Site
指導教授:呂慈恩呂慈恩引用關係
指導教授(外文):Tzu-En Lu 
學位類別:碩士
校院名稱:健行科技大學
系所名稱:國際企業經營系碩士班
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:2017
畢業學年度:105
語文別:中文
論文頁數:78
中文關鍵詞:網站互動性品牌投入價值共創顧客知覺支持購買意圖
外文關鍵詞:Website interactivityBrand engagementValue Co-creationPerceived support for customersPurchase intention
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隨著網路資訊的透明化,旅遊網站成為規劃旅遊行程與搜集旅遊資訊的重要平台。顧客透過與旅遊網站的互動,不僅能獲得想要的資訊,亦能與旅遊網站共創價值。因此旅遊網站如何與消費者建立良好的互動性,使顧客願意投入網站中,進而購買旅遊商品是旅遊平台業者經營的一大課題。
本研究主要探討旅遊網站互動性、品牌投入及購買意圖的影響。從業者與消費者兩個層面,分別探討顧客知覺支持與共創價值對旅遊網站互動性與品牌投入的影響,進一步瞭解品牌投入對購買意圖的影響關係。以問卷統計調查來分析結果,共計發放350份問卷,回收293份有效問卷,有效問卷回收率為83.71%。研究結果顯示如下:
一、在旅遊網站互動性方面,系統互動與人際社會互動對於品牌投入皆具有顯著影響。
二、品牌投入對於購買意圖具有顯著影響。
三、在顧客層級方面,價值共創對於系統互動與品牌投入具有調節效果。
四、在旅遊網站組織層級方面,顧客知覺支持對於系統互動與品牌投入具有調節效果。
With the rise of online information transparency, travel websites have become important platforms for planning itineraries and searching for travel information. When interacting with travel websites, users can not only obtain the information they are searching for but also participate in cocreation. Therefore, how travel websites can interact favorably with users, causing users to engage and to purchase tourism products, is a major operational concern for the travel platform industry.
This study mainly examined the influence of travel website interactivity, brand engagement, and purchase intention. The effects of perceived support for customers and cocreation value on travel website interaction and brand engagement were considered from the perspectives of operators and consumers. This allowed for a deeper understanding of the effects of brand engagement on purchase intention. A total of 350 questionnaires were distributed and 293 were collected, for a valid response rate of 83.71%. The findings of this study are as follows:
一、Regarding travel website interactivity, control and two-way interaction both significantly affected brand engagement.
二、Brand engagement significantly affected purchase intention.
三、Regarding customer tiers, the Value Co-creation moderated the relationship between control and brand engagement.
四、Regarding the organizational levels of travel websites, perceived support for customers moderated the relationship between control and brand engagement.
摘  要 i
英文摘要 ii
誌  謝 iii
目  錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 4
第二章 文獻探討 6
2.1 互動理論 6
2.2 社會交換理論(Social Exchange Theory) 6
2.3 網站互動 7
2.4 品牌投入 10
2.5 購買意圖 12
2.6 價值共創 13
2.7 顧客知覺支持 14
第三章 研究方法 16
3.1 研究架構 16
3.2 研究假說推導 17
3.3 變數的操作型定義與衡量 20
3.4 抽樣方法 24
3.5 研究對象 25
3.6 問卷設計 25
3.7 控制變數 26
3.8 統計分析方法 26
第四章 實證資料分析 30
4.1 敘述性統計分析 30
4.2 相關分析 32
4.3 信度分析 32
4.4 建構效度分析 33
4.5 共同方法變異(CMV) 37
4.6 變數之組內與組間變異成份分析 37
4.7 階層線性模型(HLM) 39
第五章 結論 56
5.1 研究結論 56
5.2 管理意涵 59
5.3 研究限制與建議 61
參考文獻 62
附錄-問卷(雄獅) 74
簡歷 78
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