臺灣博碩士論文加值系統

郵輪旅遊的發展從繁榮成熟的歐美市場，逐漸東移至亞洲新興市場。而臺灣處於東北亞與東南亞交會點，為海上客運與貨運航線之樞紐，極具發展郵輪市場潛力，加上國內民眾對郵輪旅遊接受度逐漸提高，使得搭乘飛機與火車等不再是旅客唯一可選擇的交通工具。本研究透過相關文獻蒐集與現況分析，並使用結構方程模型(SEM)與尖點劇變模型(CCM)進行問卷分析。假設情境了解旅客選擇搭乘郵輪或飛機之行為，並對郵輪服務品質、滿意度、知覺價值、知覺行為控制與行為意向之關係。此外，若郵輪旅遊結合以大數據建構之行動應用程式(APP)，進行探討其知覺風險、知覺有用性與使用態度之關係。本文研究主要發現如下：
1. 影響遊客評估郵輪服務品質最重要的兩項因素為活動及娛樂。在滿意度分析方面，搭乘郵輪次數超過兩次以上的受訪者對於餐飲、活動的滿意度比第一次搭乘郵輪的族群為高。根據結構方程模型發現，知覺行為控制、滿意度及服務價值會對行為意向具有直接影響。
2. 以尖點劇變模型分析，屬於知覺風險較低的客群對於任何服務改善或行銷刺激較為敏感，開發該APP服務的業者較有機會藉由服務品質改善或其他行銷活動等策略來影響其選擇行為，但若行銷活動結束，受訪者極為容易回到原本傾向的選擇狀態。而針對知覺風險較高的族群，以最少資源達到最高效率的策略，可試圖先降低其知覺風險，例如提供更簡便的操作業面等；而當降低知覺風險策略奏效後，再設法藉由服務品質的提升強化其知覺有用性，進而有效達到轉換選擇使用該APP服務之目的。

The development of cruise travel from the prosperous and mature European and American markets gradually moved eastward to emerging Asian markets. While Taiwan is at the intersection of Northeast Asia and Southeast Asia, it is a hub for sea passenger and cargo routes, which greatly develops the potential of the cruise ship market. Coupled with the gradual increase in the acceptance of cruise tourism by Taiwanese, it is no longer the only way for passengers to travel by airplanes and trains. This study was conducted through the collection of relevant literature and analysis of current situation, and the use of Structural Equation Model (SEM) and Cusp Catastrophe Model (CCM) for questionnaire analysis. Assume that the situation understands the behavior of passengers choosing to take the cruise or airplane, and the relationship between cruise service quality, satisfaction, perceived value, perceived behavioral control, and behavioral intentions. In addition, if cruise tourism incorporates a mobile application (APP) built with big data, it explores the relationship between perceived risk, perceived usefulness, and use attitude. The main findings of this study are as follows:
1. The two most important factors affecting tourists assess the cruise service quality are activities and entertainment. In terms of satisfaction analysis, respondents who had taken more than two times of cruise travels were more satisfied with catering and activities than those who took the cruise ship for the first time. According to the structural equation model, perceived behavioral control, satisfaction, and service value have a direct impact on behavioral intentions.
2. Using the Cusp Catastrophe Model analysis, customers belonging to the group with lower perceived risk are more sensitive to any service improvement or marketing incentives. Developers developing the APP service are more likely to be affected by strategies such as service quality improvement or other marketing activities. Its choice of behavior, but if marketing activities end, respondents are extremely easy to return to the original tendency of choice. For the group with higher perceived risk, the strategy of achieving the highest efficiency with the least resources can try to reduce its perceived risk first. For example, to provide a more convenient operation, etc.; and when the strategy of reducing perceived risk is effective, it tries to improve the service quality, and enhances its perceived usefulness. Thus effectively achieves the purpose of switching to use the APP.

謝辭 I
摘要 II
Abstract III
圖目錄 VI
表目錄 VII

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 4
1.3 研究內容與方法 4
1.4 研究流程與架構 5

第二章 文獻回顧與評析 8
2.1 郵輪市場現況與服務設施 8
2.2 郵輪旅遊相關研究 10
2.3 服務場景與行為意向相關研究 11
2.4 大數據相關文獻 14
2.5 綜合評析 16

第三章 研究方法 17
3.1 研究方法選取 17
3.2 結構方程模型 17
3.3 劇變模型 19

第四章 郵輪服務分析 25
4.1 各項構面建立 25
4.2 基本資料蒐集與統計分析 26
4.3 結構方程模型分析 28
4.4 劇變模型分析 29
4.5 本章小結 34

第五章 郵輪大數據建設應用分析 35
5.1 各項構面建立 35
5.2 基本資料蒐集與統計分析 37
5.3 劇變模型建構與分析 38
5.4 本章小結 43

第六章 結論與建議 44
6.1 結論 44
6.2 建議 45

參考文獻 47

附錄 51
附錄一 郵輪旅客滿意度與行為意向問卷 51
附錄二 郵輪使用應用軟體之行為意向問卷 53

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