以從眾行為理論探討大陸網民來臺觀光意象、知覺價值及行為意圖之研究

臺灣旅遊資源豐富，人文風貌和美食多元化。對於陸客來說，臺灣具有重要的意義。然而，近年來，陸客來臺人數銳減，是什麼影響了他們的來臺意願呢？本研究運用從眾行為理論探討大陸網民來臺觀光之消費行為。利用網路問卷便利抽樣法，選擇大陸網民進行問卷施測，共回收有效問卷404份，以SPSS21及LISREL852進行統計資料分析。研究結果顯示：1、透過因素分析，從眾行為可分為規範性行為和資訊性行為兩個因素構面。觀光意象可分為環境友善、人文美景及美食民宿三個因素構面。知覺價值可分為期望價值、美食美景價值及物超所值三個因素構面；2、以規範性行為和資訊性行為為區隔變數進行集群分析，發現高從眾行為者具有高觀光意象、高知覺價值及高行為意圖；3、從眾行為正向影響觀光意象，觀光意象正向影響知覺價值、行為意圖，知覺價值正向影響行為意圖，觀光意象在從眾行為與行為意圖之間扮演中介效果。本研究結果，可以提供未來推廣臺灣觀光行銷策略之參考方向。

關鍵字

陸客；從眾行為；觀光意象；知覺價值；行為意圖

並列摘要

Taiwan is rich in tourism resources, cultural and food diversification. For mainland china tourist, Taiwan has an important significance. However, in recent years, the number of mainland china tourist coming to Taiwan has dropped sharply. What has affected their willingness to visit Taiwan? This study uses the herd behavior theory to explore the consumption behavior of netizens from mainland China when they visiting Taiwan. Using the online questionnaire convenient sampling method, A total of 404 valid questionnaires were retrieved and SPSS21 and LISREL852 were used for statistical analysis. The research results show that: 1. Through factors analysis, herd behavior can be divided into normative behavior and information behavior. Tourism image can be divided into environmental friendliness, cultural beauty, food and beverage. Perceived value can be divided into expectation value, delicious food value, and value for money; 2. Cluster analysis based on normative behavior and informational behavior for segmentation variables. It is found that high herd behavior have high tourism image and high perceived values and high behavior intentions; 3. Herd behaviors positively influence tourism images, tourism images positively affect perceived values, behavior intentions, perceived values positively influence behavior intentions, and tourism images play an mediator role between herd behaviors and behavior intentions. Finally, this research can be taken for reference to the strategic promotion of traveling to Taiwan in the future.