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研究生:蕭信宇
研究生(外文):Hsiao, Hsin-Yu
論文名稱:獨特性目的地旅遊與活動、線上評論論述品質與促銷方式對消費者行為之影響
論文名稱(外文):The Effect of Unique Tours and Activities, Argument Quality of Online Reviews, and Promotional Strategies on Consumer Behavior
指導教授:林慧斐林慧斐引用關係
指導教授(外文):Lin, Hui-Fei
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:大眾傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
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:164
中文關鍵詞:目的地旅遊平台目的地旅遊與活動獨特性線上評論論述品質促銷方式推敲可能性模式感知價值
外文關鍵詞:Local tour platformTours and activitiesUniquenessOnline reviewsArgument qualityPromotional strategiesElaboration Likelihood ModelPerceived Value
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旅遊行程的獨特性及多樣性,成為了旅遊消費者給予業者的一大難題。近年來旅遊相關的線上平台愈來愈多,旅遊產品不再只是傳統旅行社所推出的套裝旅遊行程,而是變成單一且零碎的旅遊活動,消費者可以依照自己的興趣,拼湊成專屬自己獨一無二的旅遊行程。因此有業者以獨特性旅遊為賣點,設計出專門販售單一旅遊活動的「目的地旅遊平台」,本研究以該平台為研究背景,採2(目的地旅遊與活動類型:高度獨特屬性 vs. 低度獨特屬性)x 2(線上評論論述品質:強論述 vs. 弱論述)x 2(促銷方式:價格促銷 vs. 非價格促銷)三因子組間實驗設計,探討三者在目的地旅遊與活動平台的環境下,對於消費者行為與態度的影響,以及感知價值在自變項(目的地旅遊與活動類型、線上評論論述品質、促銷方式)與依變項(產品態度、購買意願、口碑推薦意願)之間的中介效果。
本研究結果證實:(1)相較於低度獨特屬性的目的地旅遊與活動,高度獨特屬性的目的地旅遊與活動會使消費者產生較佳的消費者行為;(2)線上評論中,相較於弱論述評論,強論述評論會使消費者產生較佳的消費者行為;(3)對瀏覽弱論述線上評論的消費者而言,採用價格促銷,消費者在產品態度與購買意願上會有較佳的行為;(4)對瀏覽強論述線上評論的消費者而言,低度獨特性的目的地旅遊與活動,採用價格促銷,消費者在產品態度與口碑推薦意願上會有較佳的行為;(5)感知價值在目的地旅遊與活動、促銷方式與消費者行為之間具有中介效果,在線上評論論述品質之間則無。
The uniqueness and diversity of tourism itineraries have become a major problem for consumers in the tourism industry. In recent years, tourism online platforms keep expanding rapidly. The travel products are no longer just travel itineraries package launched by conventional travel agencies but become a single and fragmented travel activity. The consumers can choose and combine their unique travel itineraries according to their interests. Consequently, some businesses use unique tourism as a selling point to design a "local tour platform" that specializes in selling single tourism activity. This research utilizes this platform as the research background with two (Tours and activities type: high-unique tours and activities vs. low-unique tours and activities) x two (Argument quality of online reviews: strong argument quality vs. weak argument quality) x two (Promotional strategies: price-oriented promotions vs. non-price-oriented promotions), these three factors between-subject of experimental design was conducted to observe if the compatibility among tours and activities type, argument quality of online reviews, and promotional strategies could affect consumer behavior and attitude. Besides, it also tends to examine if the perceived value arbitrates the relationship between tours and activities type with consumer behavior, argument quality of online reviews with consumer behavior, and promotional strategies with consumer behavior.
The result of this research shows that:(1) compared to the low-unique tours and activities, high-unique tours and activities leads to a better consumer behavior; (2) compared to the weak argument quality, strong argument quality in the online reviews leads to a better consumer behavior; (3) concerning weak argument quality in online reviews, the usage of price-oriented promotions will have better behaviors on product attitude and purchase intention; (4) with regard to high argument quality in online reviews and low-unique tours and activities, the usage of price-oriented promotions will have better behaviors on product attitude and word-of-mouth intention; (5) perceived value is a significant factor mediating the relationship between the tours and activities with the consumer behavior, so do the promotion strategies and the consumer behavior. However, there is no significant factor in resolving the relationship between the argument quality of online reviews with consumer behavior.
謝誌 i
摘要 iv
Abstract v
目錄 vii
表目錄 xii
圖目錄 xvi

第壹章 緒論 1
第一節、研究背景、動機與目的 1
第二節、研究問題 6

第貳章 文獻探討 7
第一節、線上旅遊平台 7
一、線上旅遊平台發展與定義 7
二、小結 10
第二節、目的地旅遊與活動 11
一、目的地旅遊與活動與線上平台 11
二、目的地旅遊與活動之獨特屬性定義 13
三、小結 17
第三節、推敲可能性模式 18
一、推敲可能性模式之發展與定義 18
二、小結:推敲可能性模式與目的地旅遊與活動平台 20
第四節、論述品質 21
一、論述品質之發展與定義 21
二、小結 23
第五節、促銷方式 24
一、促銷之定義與分類 24
二、促銷方式與旅遊產品 27
三、小結 28
第六節、感知價值 29
一、感知價值之定義 29
二、感知價值之衡量方式 31
三、小結 33
第七節、假設推導 34
一、獨特屬性和產品態度、購買意願、口碑推薦意願的關係 34
二、論述品質和產品態度、購買意願、口碑推薦意願的關係 35
三、促銷方式和產品態度、購買意願、口碑推薦意願的關係 37
四、獨特屬性與論述品質的交互關係 39
五、獨特屬性與促銷方式的交互關係 40
六、論述品質與促銷方式的交互關係 42
七、獨特屬性、論述品質與促銷方式的交互關係 43
八、感知價值之中介效果 44

第參章 研究方法 47
第一節、研究架構 47
第二節、實驗設計與刺激物 48
一、實驗設計 48
二、自變項的定義與操弄 49
第三節、前測:自變項操弄檢定 52
一、自變項測量問項 52
二、第一次前測 54
三、修正:第一次前測刺激物 63
四、第二次前測 65
五、修正:第二次前測刺激物與問卷內容 75
第四節、依變項與中介變項測量 77
一、依變項 77
二、中介變項 79
第五節、主實驗刺激物呈現與實驗程序 80
一、主實驗刺激物之呈現 80
二、實驗程序 82

第肆章 研究結果 83
第一節、樣本結構與敘述統計 83
第二節、信度分析 87
第三節、正式實驗之操弄檢定 88
一、目的地旅遊與活動類型操弄檢定結果 88
二、線上評論論述品質操弄檢定結果 89
三、促銷方式操弄檢定結果 89
第四節、研究假設之驗證 91
一、目的地旅遊與活動類型對消費者行為之影響 93
二、線上評論論述品質對消費者行為之影響 94
三、促銷方式對消費者行為之影響 95
四、目的地旅遊與活動類型、線上評論論述品質對消費者行為之影響 96
五、目的地旅遊與活動類型、促銷方式對消費者行為之影響 97
六、線上評論論述品質、促銷方式對消費者行為之影響 98
七、目的地旅遊與活動類型、線上評論論述品質及促銷方式對消費者行為之影響 99
八、中介效果 101
第五節、研究假設檢定結果 118

第伍章 結論與建議 122
第一節、研究發現與討論 122
一、高度獨特屬性的目的地旅遊與活動,對消費者行為有較佳的影響 122
二、線上評論當中,「強論述」評論相較於「弱論述」評論會使消費者產生較佳的消費者行為 123
三、目的地旅遊與活動類型、線上評論論述品質對消費者行為的影響 124
四、不論哪種目的地旅遊與活動類型,搭配「價格促銷」或「非價格促銷」,對消費者行為皆不會產生影響 125
五、對瀏覽弱論述線上評論的消費者而言,搭配價格促銷會產生較正面的產品態度與較強的購買意願 126
六、目的地旅遊與活動類型、線上評論論述品質與促銷方式,對消費者行為的交互作用影響 128
七、感知價值在「目的地旅遊與活動類型」及「促銷方式」對消費者行為的影響中具有中介效果,但在「線上評論論述品質」之中則無 129
第二節、學術貢獻與實務建議 131
一、學術貢獻 131
二、實務建議 131
第三節、研究限制 133
一、旅遊產品設定之限制 133
二、產品價格設定之限制 133
三、論述品質強弱之限制 134
第四節、未來研究方向與建議 135
一、線上評論設定之建議 135
二、探討其他線上評論操弄方式是否會有不同影響 135
三、在獨特性目的地旅遊與活動中,加入社群相關元素進行探討 136
四、嘗試以其他類別去探討獨特性目的地旅遊與活動 137

參考文獻 138
英文文獻 138
中文文獻 155
附錄一:前測問卷(修正後) 159
附錄二:主實驗問卷 161
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