旅遊動機、知覺價值與知覺風險對購買決策的影響

The Study of Motivation, Perceived Value, and Perceived Risk on Decisions

邱璧珍(Pi-Chen Chiu)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500243

摘要

由於台灣生活水準和國民所得的提昇，自1979年開放國人出國觀，台灣的旅遊市場由單向觀光轉變成雙向觀光，也是觀光產業發展的成長階段。本研究在瞭解消費者海外旅遊動機、知覺價值、知覺風險、購後行為、旅遊意願之影響。研究架構由文獻探討與研究相關變數之關聯性。研究對象針對有二次以上海外旅遊經驗的消費者進行發放，共收集有效問卷237 份。依據研究分析之結果顯示，消費者之旅遊動機對知覺價值與知覺風險之關係有正向顯著的影響；知覺價值與知覺風險會影響購後行為；購後行為對於旅遊意願有正向顯著的影響。區分一般人與達人對知覺價值與知覺風險對購後行為之影響，整體分析結果知覺價值與購後行為有顯著之影響；一般人對知覺風險與購後行為有顯著之影響；達人對知覺價值與購後行為有顯著之影響。所以客觀地落實消費者之需求，也使旅行社可以隨時掌握公司運作狀況與整合消費者的需求，以做為觀光產業在未來規劃旅遊產品時，各種資訊整合之參考，才能快速反應環境及市場變動並維持旅行社長遠競爭優勢。

關鍵字

購買決策 ； 知覺風險 ； 知覺價值 ； 旅遊動機

並列摘要

Due to the enhancement of Taiwan's living standards and national income, The 1979 opened the door to allow foreigners from abroad to come to Taiwan for sightseeing. Tourism market in Taiwan has became a two-way tourism instead of the one-way tourism that it used to be, and it is also the growing stage of the tourism industry in Taiwan. The purpose of this study is to understand the relationship among travel motivation, perceived value, perceived risk, post-purchase behavior, as well as the intention of travel. The research framework is constructed from the related literature of research variables. The questionnaires survey was distributed to travellers who have joined the oversea trip with the help of a travel agency. The result of this study indicated that travel motivation will affect significantly with variable factors such as perceived value and perceived risk. Furthermore, customer’s perceived value and perceived risk will affect Post-purchase behavior. Finally, Post-purchase behavioural will affect customer’s intention to travel. Distinction between ordinary people and a professional traveler will have a different impact on the purchase behavior. The overall analysis of perceived value and purchase behavior have significant impact on the perceived value and perceived risk; most people have significant impact on the perceived risk and purchase behaviors. So if we objectively implement consumer demand, but also enabling the travel agents to keep track of the operating conditions and the integration of consumer demand, as this will apply to all the tourism products in the industry. All kinds of information integration of the mentioned can keep up to the rapid reaction environment and changes in the market travel and maintain long-term competitive advantage.

並列關鍵字

Perceived Risk ； Perceived Value ； Travel Motivation ； Buying Decision

參考文獻

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