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研究生:戴嘉甫
研究生(外文):Chia-Fu Tai
論文名稱:以類社會臨場感之觀點探究消費者旅遊網站之購買意圖
論文名稱(外文):Exploring the Consumers’ Purchase Intention toward Travel Site with the view of Para-Social Presence
指導教授:陳岳陽陳岳陽引用關係
指導教授(外文):Yue-Yang Chen
學位類別:碩士
校院名稱:義守大學
系所名稱:企業管理學系
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:50
中文關鍵詞:社會臨場感類社會臨場感購買意圖旅遊網站
外文關鍵詞:Social PresencePara-Social PresencePurchasing IntentionsTravel Site
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隨著科技的進步,利用網路進行消費已經成為現代人最主要的消費方式之一,而消費者能透過網站的方式,即時了解產品及重要的資訊,並進行比較,對於旅遊業營運的影響扮演重要的一環。本研究即以網路購物消費者為研究對象,以類社會臨場感理論所揭示的「親密感」、「理解感」、「主宰感」、「参與感」與「正面觀」等五個構面,探究消費者所認知的類社會臨場感五構面是否會正向影響其旅遊網站購買行程之意圖。研究結果顯示,「主宰感」、「參與感」與「正面觀」對於旅遊網站購買行程之態度有顯著的影響,而旅遊購買行程之態度亦對旅遊網站購買行程之意圖有顯著的效果。
With the progress of science and technology, the use of Internet in consumption has become one of the most important means for modern people, and consumers can through the site, instantly understand the product and important information, and compare the impact of the tourism industry. Drawing on the theory of Para-Social Present, this present study examines the effects of “Intimacy”, “Sense of Understanding”, “Dominance”, “Involvement”, and “Positive” on the buying intention towards travel sites for their trips. The results showed that the “sense of dominance”, “participation” and “positive view” have significant impact upon the buying attitude toward travel site, which in turn affects the intention of the purchase of the travel site.
第一章 前言………………………………………………………………………………………………………………1
第一節 研究背景與動機………………………………………………………………………………………1
第二節 研究目的……………………………………………………………………………………………………3
第三節 研究流程……………………………………………………………………………………………………4
第二章 文獻探討………………………………………………………………………………………………………5
第一節 類社會臨場感理論…………………………………………………………………………………5
第二節 計畫行為理論………………………………………………………………………………………12
第三節 研究假說…………………………………………………………………………………………………15
第三章 研究方法……………………………………………………………………………………………………18
第一節 研究模式……………………………………………………………………………………………………18
第二節 操作型定義………………………………………………………………………………………………18
第三節 量表施測……………………………………………………………………………………………………19
第四節 資料分析法………………………………………………………………………………………………22
第四章 資料分析果……………………………………………………………………………………………23
第一節 樣本分析……………………………………………………………………………………………………23
第二節 信度分析……………………………………………………………………………………………………24
第三節 描述性統計資料分析………………………………………………………………………………24
第四節 假說檢定……………………………………………………………………………………………………25
第五章 結論與建議………………………………………………………………………………………………28
第一節 研究結論……………………………………………………………………………………………………28
第二節 理論與實務意涵………………………………………………………………………………………30
第三節 研究限制與建議………………………………………………………………………………………32
參考文獻
中文部分……………………………………………………………………………………………………………………33
英文部分……………………………………………………………………………………………………………………33
附錄
附錄A…………………………………………………………………………………………………………………………37
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