旅遊資訊來源、涉入程度與口碑行銷對購買決策之影響-以高雄市國中教師為例

The Effects of Travel Information Sources, Involvement and Word-of-Mouth Marketing on Purchasing Decisions: Evidence from Junior High School Teachers in Kaohsiung

陳雅芳(Ya-Fang Chen)

指導教授 ： 葉上葆

共同指導教授 ： 蕭宏金(Hung-Chin Hsiao)

義守大學/管理學院/管理碩博士班/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00004

摘要

近年來台灣民眾的觀光活動興盛，但民眾在旅遊決策時會受到各種因素的影響；另一方面，由於教師的工作因素，多只能在寒、暑假在國內外旅遊，這對於旅遊業者來說是龐大的商機。
因此，本研究以國中教師為對象，採實證方式驗證，教師之旅遊決策是否會受到平面、電子或親友所提供的資訊來源及其口碑的影響。此外，也驗證涉入程度對旅遊決策之影響；最後，上述之旅遊資訊來源、涉入程度及口碑行銷是否終將會影響最後的購買決策。
本研究採用問卷調查的方式以高雄市國中教師為對象，共計回收333份有效問卷，以SPSS for Windows 19.0進行統計資料分析，使用的統計方法包括描述性分析、信度與因素分析及階層迴歸分析。研究結果發現旅遊決策、涉入程度及口碑行銷對購買決策的關係為顯著正相關；另一方面，涉入程度對旅遊決策的關係，以及口碑行銷對涉入程度或旅遊決策的關係亦皆為顯著正相關。

關鍵字

旅遊資訊來源 ； 涉入程度 ； 口碑行銷 ； 購買決策

並列摘要

In recent years, the prosperity of the people on Taiwan tours, but the people at the time of travel decisions are affected by various factors; on the other hand, as a result of factors of teachers, mostly only in winter and summer tourism at home and abroad, which are concerned for the tourism industry is a huge opportunity.
Therefore, the empirical tests was adopted in this study to explore whether the travel decisions of junior high school teachers will be affected by the information or word of mouth experience from flat or electronic media and their relatives. Besides, the study also explored how Involvement affected travel information source and finally explored whether travel information source, involvement and word-of-mouth marketing affected purchasing decisions.
The main research objects of this study were junior high school teachers in Kaohsiung. The method of questionnaire survey was employed in this study. There were 333 valid questionnaires collected in total. The data were analyzed by SPSS for Windows 19.0,and processed by descriptive statistics, reliability analysis, factor analysis, and hierarchical regression. Study found that travel decisions, and word of mouth marketing involvement extent of the relationship is significantly positive buying decision related; on the other hand, the degree of involvement of the relationship between tourism decisions, as well as word of mouth marketing or tourism degree of involvement of the relationship are all significant decisions positive correlation.

並列關鍵字

Travel Information Source ； Involvement ； Word-of-Mouth Marketing ； Purchasing Decisions

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