大學生遊學產品意象、知覺價值、滿意度及購後行爲意圖關係之研究

A Study on the Relationship between Image, Perceived Value, Satisfaction and Post-Purchase Behavioral Intention of Study Tour for University Students

陳勁甫(Ching-Fu Chen) ； 陳威亞(Wei-Ya Chen)

《戶外遊憩研究》 18卷1期 (2005/03) Pp. 23-46

https://doi.org/10.6130/JORS.2005.18(1)2

摘要

旅遊產品具有無形性、生產與消費同時發生等特性，消費者難以事先觀察、比較產品的優劣，因此消費者常藉由旅遊產品之意象來進行評估與決策。故在旅遊過程中，消費者的體驗會與先前的意象進行比較，而決定其對產品之滿意度，並進而影響其未來的行爲意圖。本文主要在探討大學生遊學產品意象、知覺價值、滿意度與購後行爲意圖間之關係，依回顧之文獻建立研究之關係架構，利用網路問卷的方式對有海外遊學經驗之大學生調查，回收有效樣本363份，以線性結構方程模型分析上述變項間之關係。研究結果發現：遊學產品意象會正向影響知覺價值，並透過知覺價值間接影響消費者的購後行爲意圖；而知覺價值可作爲滿意度之前因。

關鍵字

遊學 ； 意象 ； 知覺價值 ； 滿意度 ； 購後行爲意圖

並列摘要

Due to the characteristics of intangibility and inseparability of tourism products, consumers couldn't investigate and compare the products in advance. Therefore, consumers usually value the products and make decision through the products' images. In turn, product images will then influence consumers' perceived value, satisfaction and post-purchase behavioral intentions. This study investigated the relationship among image, perceived value, satisfaction, and post-purchase behavioral intentions. We collected samples from university students who have had the experience of joining study tours abroad through an internet questionnaire survey, and obtained 363 effective samples. SEM was applied to analyze the conceptual relationship model based upon the relative literature. The main findings of the study showed that image is a direct antecedent of perceived value; and subsequently will influence post-purchase behavioral intentions indirectly. Perceived value is a direct antecedent of satisfaction.

並列關鍵字

Study tour ； image ； perceived value ； satisfaction ； post-purchase behavioral Intention

參考文獻

王馨雯(2001)。海外遊學選擇偏好行爲之研究－以新竹縣市爲例。中國文化大學觀光事業研究所。

林若慧、邱新雅、范文嘉、曹勝雄()。

吳宗瓊、鄭秀怡(1998)。台灣遊學市場特質之研究。觀光研究學報。3(2)，35-45。

徐雅慧、董振鳳、王瑞華、林蕙如()。,未出版。

侯錦雄、林宗賢(1996)。日月潭風景區目標市場定位策略中之旅遊意象度量探討。戶外遊憩研究。9(1)，57-77。