旅遊服務業消費者行為之研究

To Explore the Consumer Behavior in Tourism

李英柔(Ying-Rou Li)

指導教授 ： 鄭正豐

亞洲大學/管理學院/國際企業學系碩士班/碩士(2011年)

摘要

本研究旨在探究旅遊服務業消費者行為，根據過去學者的相關理論為基礎剖析服務品質、吸引力與人格特質對購買意圖的影響效果。並分析知覺風險與知覺價值於研究架構所產生的中介影響效果。研究對象針對旅遊公司的消費族群，主要以具有參與旅遊公司行程之消費者為主要調查對象，並依據相關理論為基礎延伸推導問卷題項之內容。問卷發放採用透過my3q
網路平台及e-mail 發放的網路問卷與於機場及觀光景點進行調查紙本問卷兩種方式。實證分析方法著重於問卷調查法，多變量分析主要運用敘述性統計分析、因素分析、信度分析、典型相關分析與線性結構關係模式等方法。實證分析結果顯示，服務品質對於知覺風險、知覺價值及購買意圖均有顯著的影響效果。吸引力對於知覺風險與知覺價值皆有顯著的影響效果。人格特質對於知覺價值存在顯著的影響效果，但對於知覺風險及購買意圖則不存在顯著影響效果。此外，旅遊業服務品質與吸引力皆會透過知覺價值與知覺風險對於顧客購買意圖產生影響效果。人格特質則僅能透過知覺價值對於顧客購買意圖產生影響效果。

關鍵字

旅遊業 ； 服務品質 ； 吸引力 ； 人格特質 ； 知覺風險 ； 知覺價值 ； 購買意圖

並列摘要

This study develops a conceptual framework to extend the knowledge of consumer behavior in tourism. First of all, this study investigates the impacts of service quality, attraction, and personality on tourist behavior, respectively. In addition, we further explore the intermediary roles of perceived risk and perceived value on the relationships among service quality, attraction, personality, and customer purchase intention. The primary data was collected from tourists who have experience in relation to tour or travel by virtue of online survey and questionnaire survey. Accordingly, this study employs the statistical techniques containing descriptive statistics, factor analysis, reliability analysis, canonical correlation analysis, and structural equation modeling.
The results of structural equation modeling indicate that service quality of tourism has significant effects on tourist’s perceived value, perceived risk, and purchase intention. Higher attraction can enhance tourist’s perceived value and reduce perceived risk. Tourist’s personality only has significant effect on his/her perceived value. Furthermore, both service quality and attraction of tourism can improve tourist’s purchase intention through tourist’s perceived value and perceived risk. However, Tourist’s personality can affect purchase intention only through tourist’s perceived value.

並列關鍵字

Tourism ； Service quality ； Attraction ； Personality ； Perceived risk ； Perceived value ； Purchase intention

參考文獻

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