本研究旨在暸解大陸觀光客購物動機與知覺價值之關係研究,目地為一.暸解大陸觀光客購物動機與知覺價值現況二.探討大陸觀光客社經背景對購物動機與知覺價值之差異情形三.分析大陸觀光客購物動機與知覺價值之關聯性。透過問卷調查的方式,共獲得有效問卷384份,結果發現大陸觀光客購物消費者男性居多,年齡層多集中在青、壯年族群,教育程度最多為專科以上,婚姻狀況已婚占多數,職業以商人居多,月平均收入以中、高收入居多。在購物動機方面有「預期效用」、「角色制定」、「口碑驅使」、「選擇最佳化」、「聯繫」、「權力」及「刺激」等七部分,經現況分析以「權力」平均數最高,最低為「刺激」。在知覺價值方面有「情感價值」、「社會價值」、「知識價值」、「價格功能價值」、「品質功能價值」、及等五部分,經現況分析以「價格功能價值」平均數最高,最低為「知識價值」。相關統計分析結果發現不同社經背景職業及教育程度兩項在購物動機方面具有顯著差異。不同社經背景年齡及婚姻兩項在知覺價值方面具有顯著差異。分析得知大陸觀光客購物動機對知覺價值有正向影響關係。本研究有助於購物主管機關(交通部觀光局) 在訂定相關管理、執行、監督辦法及購物業者擬定相關經營策略、方針的參考依據。 關鍵字:大陸觀光客 購物動機 知覺價值
This research is for the purpose of understanding the China Travelers Purchase Motivation and Perceived Value. The purpose of this study were: (1)to understanding the China Travelers Purchase Motivation and Perceived Value condition of now. (2)discusses demographical differences among Purchase Motivation and Perceived Value. (3)analyzes the China Travelers Purchase Motivation to influence of the Perceived Value. The penetration questionnaire survey way altogether obtains effective questionnaire 384. Result discovery China Travelers man is in the majority. The age is situated between 31-60 years old. China Travelers Purchase Motivation have anticipated utility. role enactment .word-of-mouth .choice optimization .affiliation power and authority stimulation. seven parts at all. China Travelers Perceived Value have Emotional Value. Social Value. Epistemic Value. Price Functional Value. Quality Functional Value. five parts at all. After the related statistical result discovered that demographical differences China Travelers Purchase Motivation in the occupation and education level will create difference of the Purchase Motivation and the age . the married will create difference of the Perceived Value .in the linear regression analysis knew the Purchase Motivation has the forward correlation on Perceived Value. The findings discovered the China Travelers Purchase Motivation on the anticipated utility and the Perceived Value on the Price Functional Value. this research is helpful in the China Travelers understood that Purchase Motivation and Perceived Value to purchase unit and purchase company or factor will do for the future plan reference. Keyword: China Travelers Purchase Motivation Perceived Value