- 期刊
主題遊樂園促銷知覺、知覺價值與購後行為之研究－以劍湖山世界為例
The Study on Relationship among Theme Park Promotion Framing, Perceived Value and Behavioral Intention-A Case Study of Janfusun Theme Park
摘要
本研究以消費者行為基礎，旨在了解主題樂園遊客購後行為之模式，進而探討主題樂園遊客對促銷的知覺及遊客對主題樂園的知覺價值。本研究以劍湖山世界主題遊樂園為研究範圍，使用「促銷知覺量表、知覺價值量表、購後行為量表」以參與活動調查法進行調查，並以立意抽樣抽取現場120名遊客為研究的對象，於2008年11月份進行問卷的發放，在資料分析方面，以描述性統計、皮爾遜積差相關、逐步回歸等統計方法進行資料分析處理。分析結果如下：一、研究分析顯示，遊客們在知覺價值構面以金錢性的促銷較為關注；其知覺價值中感受最低且偏負向的構面為價格與餐飲；在購後行為的資料分析顯示出遊客較不會想購買相關的產品。二、研究分析顯示，促銷知覺、知覺價值、購後行為三者間具有顯著相關。三、本研究以線性迴歸模式進行因果影響關係檢定，發現主題樂園促銷知覺、知覺價值對購後行為具有預測能力。
並列摘要
This research tourist of take the Janfusun Theme Park as an object, discusses the travelers to the Promotion Framing, Perceived Value and its degree of Behavioral Intentions situation. After the review the related Theme Park ”Promotion” the related research, really little concentrated in the past in ”the Promotion Framing”, but Promotion Framing to consumer behavior and not allow to neglect; Therefore, this research conceives from the consumer behavior angle cuts into, discusses the Promotion Framing, Perceived Value and to influence of the degree of Behavioral Intention. The investigation method picks the Purposive sampling method, total provides 120 questionnaire, is more solid much questionnaire 101. The meter establishment use ”the Promotion Framing Scale” and ”Perceived Value Intention Scale” and ”Behavioral Intention Scale”, and by Independent Samples t Test and Pearson product-moment correlation, regression analysis. The results of the research are as follows: The Promotion Framing, and the degree of Perceived Value and Behavioral Intention have the forward relations, and the Promotion Framing and Perceived Value may forecast the degree of Behavioral Intention effectively.This research besides explains showing to the obtained analysis result, also analyzes to findings' application discusses, and puts forward some proposals to the following research.