旅遊產品知覺風險對其購買意願之研究-以台灣休閒農場趴趴走套票?例

Relationship between Perceived Risk and Purchase Intentions of Travel Products-A Case of Taiwan Leisure Farm Papago Package Product

蔡海玲(Hoi-leng Chai)

指導教授 ： 黃有傑

朝陽科技大學/管理學院/休閒事業管理系碩士在職專班/碩士(2011年)

摘要

台灣經濟蓬勃發展，生活型態也隨著改變，台灣民?都趁周休二日往郊外參與戶外活動，而休閒農場旅遊已逐漸成?大?化的社會活動。休閒農場相關業者也因應整體的休閒趨勢開發了許多套裝旅遊行程的方案。相對的，民眾在購買套裝旅遊產品時也會產生許多的疑慮。其中，「台灣休閒農場趴趴走」已成?休閒農場套裝旅遊產品的代表，因此本研究以「台灣休閒農場趴趴走」為對象。?此，本研究探討受訪者在購買台灣休閒農場趴趴走套裝旅遊產品時所知覺到的風險對購買意願之影響關係。
本研究採問卷調查方式，並且以系統抽樣方式進行調查，一共回收有效問卷318份。本研究在資料分析部分採用信度分析、描述性統計、獨立樣本t檢定和單因子變異數分析等方法來分析受訪者對知覺風險與購買意願等構面間之現況，並且以逐步迴歸分析方法探討知覺風險對購買意願影響模式。根據本研究之研究結果顯示受訪者背景變項不同，「婚姻狀況」在知覺風險有顯著差異，其他背景變項則無顯著差異；受訪者在購買台灣休閒農場趴趴走套裝旅遊產品財務風險與時間風險對購買意願有負向影響。
因此，上述結果本研究建議降低消費者之知覺風險以及突顯台灣休閒農場趴趴走套裝產品特色，本研究建議相關單位應加強宣傳方式來增加民眾對「台灣休閒農場趴趴走」的認知，並強化其特色及功能以期降低民眾對「台灣休閒農場趴趴走」之知覺風險，來增加其購買意願。

關鍵字

購買意願 ； 知覺風險 ； 休閒農場 ； 套裝旅遊產品

並列摘要

The economics of Taiwan was growth with vigorous, and the lifestyle also been influenced, therefore, Taiwanese are like to spent their weekend in outdoor activities, farm tour traveling is slowly become one of the popular social activity for them. The businessman of farm tour traveling had also invented a lot of traveling packages due to the overall leisure trend. Relatively, publics may also have their concerns in order to choose their preferences. Among most of them, “Taiwan Farm Tour Papago” is become a representative product of the packages in the market, therefore, the research of “Taiwan Farm Tour Papago” as an object. For this research, it studies the affect relationship of the candidates who purchased the package of “Taiwan Farm Tour Papago”.
The method of this research was questionnaire survey, and also using systematic sampling for investigation, the total valid questionnaires are 318 copies. In this study, Cronbach Alpha Analysis, Descriptive Analysis, Independent-Samples t-test and One-way ANOVA were used as the data analysis in order to analyze the constructive situations between the characteristics of survey candidates; it adopted the multiple-regression analysis discussed between the perceived risk and purchase intention of the survey candidates. According to the results of this study, the background of every candidates are different, besides, “marital status” of them are also differ in perceived risk concern, perhaps the other background variables become not in sense of significant; due to this, the negative impacts occurred when candidates purchased the financial risk and the time risk products of “Taiwan Farm Tour Papago”; in the other hand, the positive impacts occurred when candidates purchased the physical risk products of “Taiwan Farm Tour Papago”
Therefore, this study suggested that to reduce the perceived risk of the consumers, and highlights the characteristics of “Taiwan Farm Tour Papago”. Furthermore, this study also suggested that the relevant units should be responsible to strengthen the propaganda that allowed publics to aware of the “Taiwan Farm Tour Papago”, by enhancing the features and functionality of it in order to reduce the perceived risk of the consumers, at the same time to increase the purchase intensions of consumers.

並列關鍵字

Package Travel Products ； Leisure Farm ； Purchase Intentions ； Perceived Risk

參考文獻

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謝淑芬（2006）。消費者旅遊知識、經驗對旅遊風險知覺程度影響之研究。

行政院農業委員會（2010年12月08日）。農業發展條例【網路資料】取自http://law.coa.gov.tw/GLRSnews/EngLawContent.aspx?Type=C&id=14