自助旅遊購買動機、購買涉入與購買意願關係之研究-以大陸旅遊為例

FIT Motivation Involvement and Purchase Intention-A study of Traveling to Mainland China

黃東政(Tung-Cheng Huang)

指導教授 ： 劉立倫

中原大學/商學院/企業管理研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500267

摘要

中文摘要
本研究在此希望對消費者，以自助旅遊或旅行的經驗，來評估消費者購買意願，以及潛在的顧客，對自助旅遊購買行為的分析研究。有關於具體的研究目的如下：一、自助旅遊購買涉入不同，會不會導致購買意願的不同？二、購買動機不同，會不會影響購買意願？三、自助旅遊購買涉入與購買動機的不同，是否會影響購買意願？四、消費者社會經濟特性不同，是否會影響購買涉入、購買動機與購買意願之間的關係？
本研究一共發放850份問卷，總計有效問卷共504份，總有效回收率59%。並以敘述性統計、信度分析、集群分析及和單因子、二因子及三因子變異數分析等方法進行資料分析，茲將本研究之結果如下列所述：
一, 旅遊動機不同，會影響大陸自助旅遊的購買意願。有顯著影響並以全方位旅遊動機集群為最高其中以文化動機與生理動機為主要的動機因素。
二, 購買涉入不同，會影響大陸自助旅遊的購買意願。有顯著的影響，其中以高購買涉入程度集群，最具有自助旅遊的意願。
三, 旅遊動機與購買涉入的交互作用，會影響大陸自助旅遊的購買意願。有顯著的影響，其中以全方位旅遊動機集群與低購買涉入程度交互作用，產生的自助旅遊的意願最高，旅遊生活化動機集群與低購買涉入則最低。
四、旅遊的偏好不同，會影響大陸自助旅遊的購買意願。在旅遊偏好，旅遊動機與購買涉入集群，對購買意願的三因子變異數分析上，沒有顯著的影響到購買意願，但在旅遊偏好集群與購買意願單因子變異數分析上，則具顯著影響。
五、旅行社品質不同，會影響大陸自助旅遊的購買意願。旅行社品質、旅遊動機與旅遊偏好，三因子交互作用均具顯著的影響，在旅行社品質對旅遊偏好型態及旅遊動機兩者，在二因子交互作用也均具顯著的影響，於此如何針對旅遊消費者的旅遊動機及偏好旅遊類型，量身定製出適宜的旅遊產品或服務，這是未來旅行業者努力的方向。
在競爭激烈的環境下，幾乎旅遊業者或多或少皆已實行價格策略，但旅遊業的成本與旅遊品質息息相關，故對於旅遊消費者權益的保護，及旅遊業永續的經營， 是應該在瞭解消費者行為及購買意願，再去開發新的旅遊產品及區隔市場後再創造出利基，是本研究對自助旅遊的研究的期許，並可供業界經營策略的參考。
關鍵字：購買動機、購買涉入、購買意願

關鍵字

購買動機 ； 購買意願 ； 購買涉入

並列摘要

Abstract

This study wants to the consumer, with the experience of FIT (free individual tour) or traveling, evaluate the consumer purchase intention, and potential customer, travel analytical study of the purchase behavior versus the FIT. Concern the concrete study object as follows: First, the FIT purchase involvement is different, could cause purchase intention different? Second, the purchase motivation is different, could affect the purchase intention? Third, the FIT purchase involvement and purchase motivation different, whether would affect the purchase intention? Fourth, the consumer social economy property is different, whether would affect the relation between purchase involvement, purchase motivation and purchase intention?
This study issues 850 questionnaires totally, aggregating to run questionnaire total 504, total and valid 59% of rate of recovery. Also with Descriptive statistics analysis , Reliability analysis , cluster analysis and one- way ANOVA, two-way ANOVA and three-way ANOVA dissociations several analyses etc. the system advance analyses the effect that study the origin is as follows:
First, the traveling motivation is different, will affect the purchase intention of the mainland china FIT .There is significance influence also regard all-directions traveling motivation cluster as the paramount among them regard cultural motivation and physiology motivations as the principal motivation factor.
Second, the purchase involvement is different, will affect the purchase intention of the mainland china FIT .There is significance influence, among them with high purchase involvement cluster, have most the animus of the FIT.
Third, the reciprocity of the traveling motivation and purchase involvement, will affect the purchase intention of the mainland china FIT .There is significant influence, among them get involved with the” all-directions traveling motivation cluster” and low involved reciprocity, the intention that the FIT result is highest, “traveling the subsistence” to turn the motivation cluster and low purchase the involvement then lowest.
Fourth, the hobby of the traveling is different, will affect the purchase intention of the mainland china FIT .At travel the hobby, the traveling motivation and purchase get involved cluster, analyses versus the three-way ANOVA of the purchase intention, did not significance affect the purchase intention distinctively, but in traveling the hobby cluster and purchase intention one-way ANOVA, then have the significance influence.
Fifth, the tourist agent quality is different, will affect the purchase intention of the mainland china FIT .Tourist agent quality, traveling motivation and traveling hobby, the three-factor reciprocities have the significance influence, at tourist agent quality versus traveling hobby style and traveling motivations both, also have the significance influence in the two - factor reciprocity, here by how to aim at the traveling motivation and hobbies tourism type of traveling the consumer, make to order the suitable product of traveling or services, this is the travel agent diligent direction of future.
While competing the atmosphere of the thrust, almost travel the operator more and few have practiced the price strategy, but the cost and tourism qualities of the traveling are related, the protection of the past in traveling consumer equity, and the operation of the lasting of traveling, is should understand the consumer behavior and purchase intention, then develop to create again the niche after the new product of traveling and the market of segments, that is this study FIT to expect , and can be provided as Tourist agent to make the strategic reference.
Keywords： Purchase motivation, Purchase involvement, Purchase intention,

並列關鍵字

Purchase intention ； Purchase involvement ； Purchase motivation

參考文獻

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