企業形象、知覺價值、知覺風險、從眾行為、產品涉入與旅遊產品購買意願之關係研究

Research About Relationship Between Corporate Image, Perceived Value, Perceived Risk, Conformity Behavior, Product Involvement, and Tourism Product Purchase Intention

張曉欽(Hsiao-Chin Chang) ； 黃鈺淳(Yu-Chun Huang)

《國立高雄科技大學學報》 3卷 (2021/07) Pp. 19-31

https://doi.org/10.6912/JNKUST.202107_3.0002

摘要

在新型冠狀病毒肺炎（簡稱新冠肺炎）發生的年代，臺灣旅遊產業面臨嚴重危機，臺灣旅遊產業只能專注經營國內旅遊業務；本研究建構「旅遊產品購買意願影響因素模型」以分析各種因素對消費者旅遊產品購買意願的影響力，研究分析結果顯示，在新冠肺炎嚴重流行的當下，知覺價值、知覺風險、從眾行為與產品涉入皆能有效影響國內旅遊產品購買意願，臺灣旅遊產業可從發展「防疫旅遊」、「團體旅遊」與「家族旅遊」等方式留住國內旅客以在旅遊產業生存。

關鍵字

企業形象 ； 知覺價值 ； 知覺風險 ； 從眾行為

並列摘要

In the era of coronavirus disease 2019 (COVID-19), Taiwan's tourism industry is facing a serious crisis and Taiwan's tourism industry can only focus on domestic tourism business. This study constructs ＂tourism product purchase intention influencing factor model＂ to analyze the influence ability of various factors on consumers' purchase intention in tourism products. The research results show that ＂perceived value,＂ ＂perceived risk,＂ ＂conformity behavior,＂ and ＂product involvement＂ can effectively affect the purchase intention of domestic tourism products in the current severe epidemic of COVID-19. Taiwan's tourism industry can start from the development of ＂epidemic tourism,＂ ＂group tourism,＂ and ＂family tourism＂ in order to retain domestic tourists for surviving in the tourism industry.

並列關鍵字

corporate image ； perceived value ； perceived risk ； conformity behavior