當今民眾普遍人手一支手機，搭配手機進行軟體運作的行動應用程式(mobile applications)遂越來越重要，因而亦促成民眾旅遊時使用旅遊Apps的習性。鑒於此，本研究分為二大部份探討旅遊Apps關係知覺鏈之建構與其關聯內涵。在study I 中，本研究結合Kano二維品質模式(Kano model)及方法目的鏈理論(means-end chains; MECs)，輔以內容分析法與結構式問卷等資料蒐集方式，共計發放520份並回收500份問卷，扣除未填寫完整之無效問卷後，有效樣本數為495份，有效樣本回收率為95.19%，藉以收集使用者對旅遊資訊之偏好，且同時將建構關係建立、維持和依戀三階段的使用者階層價值圖。經由階層價值圖之分析，描繪使用者最深層的認知結構與其對旅遊Apps的「屬性-結果-價值鏈」(A-C-V chains)之偏好。再者，以Kano品質分類模式分析各關係階段受訪者的首選屬性；study II 則採結構方程模式(structural equation modeling; SEM)，總共發放600份樣本數，共計回收591份結構式問卷，最終藉由528份有效回收問卷建構關係行銷模型，回收率為88.00%，藉此制定旅遊Apps行銷策略。本研究旨在：1)、確認旅遊Apps關係建立、維持、依戀的變數內容；2)、建構關係建立、維持、依戀三階段使用者之認知結構，以探討使用者對旅遊Apps的各項評價與其所可推論之產品、廣告、推廣等行銷策略內容，3)、應用結構方程模式建構關係建立、維持、依戀與績效之因果關連模型，以利探討關係行銷三階段與關係績效間的因果關連。本研究結果可有效助益觀光行銷理論之擴展與實務之應用，供行銷人員與Apps業者擬定旅遊Apps行銷策略時之參照。

　　Mobile apps, which work with mobile phones for software, are becoming increasingly important, thus also contributing to the habit of using travel apps when traveling. In view of this, this study is divided into two parts to explore the construction of the means-end chain of travel apps and its related connotation. In study I, this part combines Kano model with means-end chain (MECs), supplemented by content analysis and structured questionnaires and other information collection methods. This study distributed 520 copies of questionnaires. A total of 500 questionnaires were retrieved. After eliminating 5 invalid samples, there were 495 valid samples, a valid return rate of 95.19%. In order to collect users' preferences for travel apps, this study built users’ hierarchical value maps in three stages including relationship building, relationship maintenance and relationship attachment. Through the analysis of the hierarchical value maps, the deepest cognitive structure of the users and its preference for the "attribute-consequence-value chain" of the travel apps are described. Furthermore, the preferred attributes of the respondents for each relationship stages were analyzed in the Kano model. In study II, 600 samples were distributed, and a total of 591 structural questionnaires were retrieved. After deducting invalid sample, the valid return rate is 88.00%. There were 528 valid samples used to build a relationship marketing model by the structural equation modeling (SEM), so as to develop a travel apps marketing strategy. The purposes of this study are: 1). To confirm the variable content of travel apps relationship building, relationship maintenance, and relationship attachment; 2). To construct the cognitive structure of the users in the three stages of relationship building, maintenance and attachment to explore the user's evaluation of travel apps and the marketing strategy content of products, advertisements, and promotions; 3). Applying SEM to construct the causal relationship model of relationship building, maintenance, attachment and performance, in order to explore the causal relationship between the three stages of relationship marketing and relationship performance. The results of this study will be effective in helping to expand the application of tourism marketing theory and practice.

誌謝　I
摘要　II
Abstract　III
目錄　IV
表目錄　VI
圖目錄　VII

第壹章、緒論　1
　第一節、研究背景與動機　1
　第二節、研究目的　3
第貳章、文獻探討　4
　第一節、應用程式(applications; apps)與行動應用程式(mobile applications)　4
　第二節、旅遊Apps　5
　第三節、自助服務科技(selfservice technologies; SSTs)　7
　第四節、方法目的鏈(meansend chains; MECs)與階梯法(laddering technique)　8
　　一、方法目的鏈　8
　　二、階梯法　11
　第五節、關係建立、維持、依戀與績效(relationship building, maintenance, attachment, and performance)　12
　第六節、Kano二維品質模式　15
第參章、研究方法　18
　第一節、研究架構與研究假設　18
　　一、研究架構　18
　　二、研究假設　19
　第二節、研究變數來源與萃取方式　21
　　一、方法目的鏈之屬性－結果－價值變數　21
　　二、關係行銷三階段與關係績效評估之變數　24
　第三節、樣本與資料蒐集　26
　第四節、分析方法　26
　　一、內容分析法(content analysis)　26
　　二、關聯矩陣(implication matrix)與階層價值圖(hierarchical value map; HVM)　27
　　三、Kano二維品質分類　28
　　四、結構方程模式(structural equation modeling; SEM)　29
　　五、多變量分析(multivariate analysis)　29
第肆章、研究結果與分析　30
　第一節、關係行銷三階段樣本分類與study I樣本結構分析　30
　第二節、關係各階段階層價值知覺分析　36
　　一、總體知覺分析　36
　　　(一)、受訪者總體ACV偏好　36
　　　(二)、總體階層價值圖的取捨值(cutoff value)與解釋率　38
　　　(三)、受訪者總體屬性之階層價值圖　39
　　二、關係各階段知覺分析　41
　　　(一)、受訪者各階段ACV偏好　41
　　　(二)、受訪者各階段階層價值圖的取捨值與解釋率　44
　　　(三)、受訪者各關係行銷階段之階層價值圖　45
　第三節、關係行銷三階段之屬性功能品質偏好　47
　　一、Kano二維品質評價歸屬　47
　　二、Kano滿意度係數分析　52
　第四節、study II樣本結構分析與關係行銷三階段樣本分類　61
　第五節、結構方程模式之分析結果　63
　　一、驗證性因素分析(confirmatory factor analysis; CFA)　63
　　二、路徑分析(path analysis; PA)　67
第伍章、結論與建議　70
　第一節、研究結論　70
　　一、study I樣本特性與使用行為　70
　　二、旅遊Apps關係各階段ACV知覺偏好分析　71
　　三、旅遊Apps服務特性品質歸類之探討　74
　　四、study II關係行銷三階段評價與其績效關聯　77
　第二節、管理意涵與建議　78
　　一、理論意涵　78
　　二、實務應用與建議　78
　第三節、研究限制與未來展望　80
參考文獻　81
　中文文獻　81
　英文文獻　82
　網路資料　86
附錄　88
圖附錄　88
表附錄　91

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