臺灣博碩士論文加值系統

體驗行銷對觀光產品而言是相當重要的工具。當我們決定旅遊時總是希望看到或體驗到不一樣的感覺，也期望獲得快樂體驗，這是遊客會願意繼續再從事同樣活動的重要原因。而虛擬實境影像技術可以帶給體驗者身歷其境的感受，若再加入互動性，能讓使用者有更有深刻的體驗感受，達到體驗行銷的目的。因此，本研究藉由虛擬實境影像的導入，進一步探討消費者在執行旅遊決策前，用以預測旅客行為意圖的影響因素。
研究結果顯示，遠距臨場感對於目的地意像及體驗價值有顯著正向影響，同時對於跟團旅遊的態度及行為知覺控制有顯著正向影響；體驗價值會顯著正向影響態度及行為知覺控制；目的地意象對於主觀規範有顯著正向影響；同時，計畫行為理論中的態度、主觀規範及行為知覺控制皆顯著正向影響行為意圖。總結來說，虛擬實境影像的導入，會由遠距臨場感影響消費者對於目的地意象及體驗價值的認知，同時影響遊客對跟團旅遊的態度、主觀規範及行為知覺控制，進而影響遊客對跟團旅遊的行為意圖。

Experience marketing is a very important tool for sightseeing products. When we decide to travel, we always want to see or experience different feelings, and we also hope to have a happy experience. This is an important reason why visitors will be willing to continue to do the same activities. The virtual reality image technology can bring the experience of the experience to the experience. If you add the interaction, you can let the user have a deeper experience and experience the purpose of marketing. Therefore, this study further explores the influencing factors of consumers' behavioral intentions before implementing tourism decision-making through the introduction of virtual reality images.
The results show that Telepresence has a significant positive impact on Destination 戈Image and Experience Value, and has a significant positive impact on the Attitude and Perceived Behavior Control of Group Package Touring. Experience value will significantly positively affect Attitude and Perceived Behavior Control. Destination Image has a significant positive impact on Subjective Norms. At the same time, Attitudes, Subjective norms and Perceived Behavior Control in planning behavior theory significantly positively influence Behavioral Intentions. Therefore, the introduction of Virtual Reality images will affect consumers' perception of destination image and experience value, and affect tourists' attitudes toward group package touring, subjective norms and perceived behavioral control, thus affecting the intention of the behavior of group package touring by tourists.

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
1. 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
2. 文獻回顧 4
2.1 虛擬實境 4
2.2計畫行為理論 5
2.3遠距臨場感 7
2.4目的地意象 8
2.5體驗價值 9
3. 研究設計與方法 10
3.1研究架構與假設 10
3.2. 問卷內容設計 13
3.3. 抽樣設計方式 15
3.4. 統計分析方法 15
3.4.1. 敘述性統計分析 15
3.4.2. 信度分析 16
3.4.3. 效度分析 16
3.4.4. 結構方程模型分析 16
4. 研究分析與結果 18
4.1樣本特性分析 18
4.2 信度分析及相關分析 20
4.3效度分析 22
4.3.1 收斂效度 22
4.3.2區辨效度 24
4.4 結構模型分析 24
5. 結論 27
5.1結論 27
5.2管理意涵 28
5.3未來研究建議及限制 28
參考文獻 29
附錄 31

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