臺灣博碩士論文加值系統

　　本研究使用手段與目的鏈(Means-End Chain, MEC)分析探討華語地區對於日本的旅遊意向，瞭解消費者前往日本旅遊的動機與行為。運用MEC理論衡量前往日本旅遊的產品屬性、使用結果以及所產生出的個人價值，以具體的內容分析法解釋台灣、香港及中國大陸對於日本旅遊的屬性(Attributes)、結果(Conquence)與價值(Value)，進行電子F商務網站平台的關鍵字資料探勘。本研究主要目的為探討兩岸三地的遊客對於日本地區的旅遊意向，以及從中挖掘不同城市中遊客前往日本旅遊所獲得的價值。
　　根據研究結果發現11個MEC組成因素，台灣的三個組成因素中確定了價值為「便利性」、「舒適生活」；香港的四個組成因素中產生的價值為「舒適生活」、「便利性」；中國大陸的四個組成因素中產生的價值為「便利性」、「安全感」、「樂趣」。研究結論根據價值階梯圖發現兩岸三地偏好的不同之處，屬性方面「名勝景點」為兩岸三地的共同旅遊首選，而台灣會偏好舒適放鬆的地點，在結果方面香港會偏好「節省時間」此因素，於最終的價值顯示中國大陸重視「樂趣」與「安全感」。

This study uses Means-End Chain (MEC) analysis to explore the Chinese-speaking intentions of the Chinese-speaking region and to understand the motivations and behaviors of consumers traveling to Japan. Using MEC theory to measure the product attributes, usage results and personal value generated by traveling to Japan, and explain the attributes, results and values of Japanese tourism in three cities of Taiwan, Hong Kong and mainland China by means of specific content analysis. Keyword data mining of the website platform. The main purpose of this study is to explore the tourist intentions of tourists from three cities in the Japanese region, and to explore the value of tourists from different cities to Japan.
According to the results of the study, 11 MEC components were found. Among the three components of Taiwan, the value was determined to be “convenience” and “comfortable life”. The value of the four components of Hong Kong was “comfortable life” and “convenience”. The value of the four components of mainland China is "convenience", "security" and "fun". The conclusions of the study are based on the value ladder diagram to find the differences between the preferences of the three cities. In terms of attributes, the “points of interest” are the first choice for the three cities, and Taiwan will prefer a place of comfort and relaxation. In terms of results, Hong Kong will prefer to save time. This factor, in the final value, shows that mainland China values "fun" and "security."

書名頁..................................................i
論文口試委員審定書......................................ii
中文摘要..............................................iii
英文摘要...............................................iv
誌謝...................................................v
目錄..................................................vi
表目錄...............................................vii
圖目錄..............................................viii
第一章 緒論.............................................1
第一節 研究背景.........................................1
第二節 研究動機與目的....................................3
第二章 文獻探討.........................................5
第一節 旅遊電子商務市場..................................5
第二節 日本旅遊意圖......................................6
第三節 日本旅遊意象定義..................................9
第四節 方法目的鏈架構(MEC)..............................12
第五節 目的地屬性(Destination Attributes)...............13
第六節 內容分析法.......................................16
第三章 研究方法.........................................18
第一節 研究架構.........................................18
第二節 資料蒐集方法.....................................19
第三節 研究資料定義.....................................19
第四節 資料分析方法.....................................20
第四章 研究結果.........................................26
第一節 資料蒐集與整理....................................26
第二節 各城市關鍵詞頻率..................................27
第三節 研究結果.........................................31
第四節 研究限制.........................................42
第五章 結論與建議.......................................43
第一節 研究結論.........................................43
第二節 研究建議.........................................46
第三節 未來展望.........................................47
參考文獻...............................................48
附錄一.................................................55
附錄二.................................................57

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