遊學代辦機構的服務品質、知覺犧牲、知覺價值與行為意向之關係研究

A Study of the relationship among the Service Quality, Perceived Sacrifice, Perceived Value and Behavioral Intention in study tour agency

黃綉惠(Xiu-Hui Huang)

指導教授 ： 李汶娟

長榮大學/管理學院/經營管理研究所/碩士(2009年)

https://doi.org/10.6833/CJCU.2009.00168

摘要

根據交通部觀光局(2008)統計2007年國人出國目的包括觀光旅遊、商務、探訪親友與短期遊學與求學的資料顯示，以短期遊學或求學為目的人數約超過14萬人，且每人每次平均消費支出超過十萬元為最高，因此，國人藉由出國遊學的方式不僅能培養個人國際觀同時創造極大的商機。
本研究藉由問卷調查，探討遊學代辦機構的服務品質、知覺犧牲、知覺價值與行為意向之關係，同時利用人口統計變數與遊學相關問題對各構面的影響程度進行分析。本研究分析結果發現：服務品質對知覺價值與行為意向有顯著正向影響；服務品質對知覺犧牲有顯著負向影響；知覺犧牲對知覺價值與行為意向亦具顯著負向影響；知覺價值對行為意向具顯著正向影響。
鑒於上述之結果，本研究建議在遊學市場的環境下，業者若能提供完善的服務品質、降低消費者的知覺犧牲並提高消費者知覺價值，不僅能影響消費者的行為意向，對於遊學代辦機構而言亦能藉此得到消費者的信任，建立長期的競爭優勢。

關鍵字

遊學 ； 服務品質 ； 知覺犧牲 ； 知覺價值 ； 行為意向

並列摘要

According to the statistics of Tourism Bureau(2008), the purpose of R.O.C. Citizens’ Outbound Travel includes sightseeing recreation, vacation, business, visiting friends or relatives and short-term learning or study. In 2007, short-term learning or study average expenditure per person trip more than 100,000 dollars was the highest. Hence, Study Tour has become internationalization best domain and to creates the enormous business.
This study utilizes questionnaire to explore the relationship between the study tour agencys’ Service Quality, Perceived Sacrifice, Perceived Value and Behavioral Intention and to analysis the influence of demographic, the related question about Study Tour. The results of the study were as follow: Service Quality has significantly positively affects on Perceived Sacrifice and Behavioral Intention; Service Quality has significantly negatively affects on Perceived Sacrifice; Perceived Sacrifice has significantly negatively affects on Perceived Value and Behavioral Intention; Perceived Value has significantly positively affects on Behavioral Intention.
According to the result, this study suggests that under the environment of study tour market, in addition to providing a perfect service quality, also need to promote the perceived value of customers. Not only influencing the Behavior Intention of customers, but for the study tour agency can also obtains customer's trust and to establishes long-term competitive advantage.

並列關鍵字

Study Tour ； Service Quality ； Perceived Sacrifice ； Perceived Value ； Behavioral Intention

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