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研究生:徐芳
研究生(外文):Hsu, Fang
論文名稱:國家形象與網路口碑對旅遊臺灣意願的影響:以目的地信任為中介變項
論文名稱(外文):The Effects of Country Image and eWoM on Traveling Taiwan Intention: Destination Trust as a Mediator
指導教授:林宜霓林宜霓引用關係
指導教授(外文):Lin, Yi-Ni
學位類別:碩士
校院名稱:國立臺北商業大學
系所名稱:國際商務系(所)
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:42
中文關鍵詞:國家形象網路口碑目的地信任旅遊意願
外文關鍵詞:Country imageeWoMDestination trustTravel intention
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本研究旨在探討國家形象、網路口碑、目的地信任是否會影響遊客旅遊臺灣的意願,並且以目的地信任為中介變項。研究中以曾旅遊臺灣的遊客做為主要的研究對象,透過網路問卷調查的方式進行資料收集,總計回收430份問卷,有效問卷共420份,有效問卷率為97.7%。經由分析結果顯示,國家形象、目的地信任皆會直接正向的影響遊客旅遊臺灣的意願;且國家形象、網路口碑會透過目的地信任的中介而間接的影響遊客旅遊臺灣的意願。本研究將據以提出對應的管理意涵,供相關單位作為實務上運營的參考。
The aim of this study is to explore whether country image, electronic word-of-mouth and destination trust would have a positive impact on tourists’ travel intention when traveling Taiwan. And destination trust is considered as a mediator. The research object in this study focuses on those who have traveled Taiwan before. The data was collected through online survey which received 430 samples, of which 420 samples were valid, and the effective response rate was 97.7%. The research results show that country image and destination trust would directly affect tourists’ travel intention when traveling Taiwan. Further, country image and electronic word-of-mouth would affect tourists’ travel intention indirectly through destination trust. At last, this research provides the related agencies with corresponding managerial implications for practical operations.
誌 謝 ii
摘 要 iii
ABSTRACT iv
目錄 vi
圖目錄 viii
表目錄 ix
第壹章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 5
1.4 研究流程 6
第貳章 文獻回顧 7
2.1 國家形象 7
2.2 網路口碑 8
2.3 目的地信任 10
2.4 旅遊意願 11
第參章 研究方法 12
3.1 研究架構 12
3.2 研究假說 13
3.2.1 國家形象之相關假說 13
3.2.2 網路口碑之相關假說 13
3.2.3 目的地信任之相關假說 14
3.3 研究設計與方法 14
3.3.1 變項設定與操作型定義 14
3.3.2 研究設計與問卷問項 16
3.3.3 研究對象與資料搜集 18
3.3.4 前測分析 18
3.4 資料分析法 18
3.4.1 敘述性統計分析 18
3.4.2 驗證性因素分析 19
3.4.3 徑路分析 19
3.4.4 多元迴歸分析 19
3.4.5 Sobel Test 19
第肆章 實證結果 20
4.1 樣本結構分析 20
4.2 信度與效度分析 22
4.3 結構方程模型分析 23
4.3.1 整體結構模型驗證 24
4.3.2 研究模型之徑路分析 25
4.3.3 研究模型之多元迴歸分析 26
4.4 中介效果分析 27
第伍章 結論與建議 28
5.1 結論 28
5.2 建議 29
5.2.1 直接效果 29
5.2.2 中介效果 30
5.3 研究限制 31
5.4 未來研究方向 31
參考文獻 32
英文文獻
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11.蔡長清、高淑娟. (2011). 觀光工廠遊客之涉入程度, 態度, 主觀規範, 知覺行為控制與旅遊意願之相關研究-以高雄橋頭糖廠為例. 商業現代化學刊, 6(2), 255-274.
碩博士論文
1.李永彬. (2018). 來臺旅客對臺灣的文化認同、國家印象對旅遊動機的影響之研究-以馬來西亞觀光客為例. (碩士). 國立臺灣師範大學, 台北市. Retrieved from https://hdl.handle.net/11296/ay6wc5
2.李佳恩. (2017). 部落格電子口碑可信度與目的地意象對渡假旅遊意願之影響-以渡假生活型態為區隔變數. (碩士). 中原大學, 桃園縣. Retrieved from https://hdl.handle.net/11296/dk5gny
3.李明貴. (2009). 企業形象及來源國形象與信任間關係之研究. (碩士). 國立中正大學, 嘉義縣. Retrieved from https://hdl.handle.net/11296/fg5v73
4.李思潔. (2017). 網路口碑行銷對於旅遊意圖的影響:以日本節慶旅遊為例. (碩士). 國立中興大學, 台中市. Retrieved from https://hdl.handle.net/11296/2wr776
5.邢逸玲. (2002). 預測與解釋國立東華大學學生從事跑步, 唱 KTV, 上網咖三種休閒行為-計畫行為理論的應用. 未出版碩士論文, 國立東華大學, 花蓮縣.
6.林志鈞、戴瑞芬. (2016). 臺灣民宿顧客住宿動機, 住宿體驗與網路口碑之關係-以 Airbnb 為例. 15-40 頁.
7.林佳嬋. (2014). 連鎖速食業來源國形象、品牌信任與品牌權益之關聯性研究─以麥當勞為例. (碩士). 國立高雄餐旅大學, 高雄市. Retrieved from https://hdl.handle.net/11296/twat3t
8.林鴻欣. (2016). 來源國形象與部落格信任對國外旅遊意願之影響-旅遊方式之調節效果. (碩士). 亞洲大學, 台中市. Retrieved from https://hdl.handle.net/11296/3ukemb
9.林鴻銘. (2001). 來源國印象對品牌定位之影響-台北市大學生手機消費行為之實證研究. (碩士). 銘傳大學, 台北市. Retrieved from https://hdl.handle.net/11296/zf4t78
10.金宰成. (2016). 旅遊訊息, 旅遊意象對旅遊意願之研究: 20 到 40 歲潛在的來臺韓國旅客為例. fu ren da xue can lu guan li xue yan jiu suo,
11.張雅惠. (2017). 女性自助旅行者旅遊動機與重遊意願之研究~ 以韓國旅遊為例.
12.陳沛庭. (2012). Facebook 社群使用者旅遊動機, 旅遊型態, 旅遊涉入與旅遊效益關係模式之研究-以國民旅遊為例. 高雄餐旅大學旅遊管理研究所學位論文, 1-146.
13.陳怡均. (2008). 旅遊目的地熟悉感與旅遊意願之關係研究. 高雄餐旅學院旅遊管理研究所學位論文, 1-111.
14.陳欽雨、張書豪、張卿儀. (2013). 網路口碑, 社群認同與知覺利益對網購意願之影響: 以臺灣區 Facebook 粉絲專頁為例. Electronic Commerce Studies, 11(4), 403-429.
15.鄭婉婷. (2017). 網路口碑對讀者閱讀意願、購買意願的影響,以涉入為干擾變項—桃園市國中學生為例. (碩士). 健行科技大學, 桃園縣. Retrieved from https://hdl.handle.net/11296/9mqhkv
專書
1.黃俊英. (2000). 多變量分析: 中國經濟企業研究所出版.
網站資料
1.Y世代旅遊行為大調查 亞洲年輕人最哈韓。上報。2017 年 03 月 01 日,取自:https://www.upmedia.mg/news_info.php?SerialNo=12976
2.臺灣人愛辭職去旅行?台港韓年輕族群旅遊習慣大調查。旅遊滔客。2015 年 10 月 30 日,取自:https://travel.talk.tw/Article.aspx?ClassID=1&Article_ID=938
3.行政資訊網交通部觀光局觀光統計資料(2019)。來臺資料。
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5.新世代不買房不買車,如何期待經濟復甦?。科技新報。2016 年 08 月 02 日,取自:https://finance.technews.tw/2016/08/02/new-generation-consumption-and-economy/
6.新加坡旅遊局2018成績亮眼 臺灣觀光人次逾42萬。臺灣英文新聞。2019 年 02 月 24 日,取自:https://www.taiwannews.com.tw/ch/news/3645090
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