網路口碑行銷對遊客知覺價值與滿意度之影響

劉仁龍

doi:10.6844/NCKU.2015.01498

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網路口碑行銷對遊客知覺價值與滿意度之影響

Internet Word of Mouth Marketing Perception and the Value and Satisfaction of Tourists

劉仁龍 , Masters　　Advisor：利德江　　

繁體中文 DOI： 10.6844/NCKU.2015.01498

口碑行銷；知覺價值；滿意度；行銷策略；日本旅遊； word of mouth marketing ； perceived value ； satisfaction ； marketing strategy ； Japan travel

Abstract │ Reference (121) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Due to steady growth of China's economy, coupled with the implementation of the two-day weekend, the relative increase in national leisure time. Plus the rise of the Internet community has changed people's relationships, in addition to the people of today to establish their own relationships in the real life, even the life of an entity and then build relationships in the virtual world of. But after all of the virtual world and the real-life interpersonal relationships of its different mode of communication, marketing strategy will also change, so this study suggests that the travel industry's marketing strategy to develop the reputation of Taiwanese tourists to visit Japan for passenger satisfaction after the tour has its importance.
  Therefore, this study tour of Taiwan visitors to Japan as the main target, explore Japan travel information via the Internet word of mouth marketing for tourism satisfaction and perceived value of what the relevance of passengers, and learn more about internet marketing reputation passenger perception value and satisfaction.
  The results of the study found that in terms of word of mouth marketing, marital status, education level, years promoted, and will not affect the reputation of marketing, as well as age and gender have a significant impact on the reputation of marketing; in terms of perceived value, marital status and education level, and will not affect its perceived value, gender, age and annual income has a significant impact on the perceived value; Finally, satisfaction, sex, marital status, education level and annual income, and will not affect their satisfaction, only the age of satisfaction there is a significant degree of influence.
  In the word of mouth marketing, perceived value and satisfaction with the relationship model, the empirical results show that: word of mouth marketing has a significant impact on the perceived value; perceived value has a significant impact on satisfaction; significant direct effect of word of mouth marketing for satisfaction; perceived value in the mouth marketing on the relationship between satisfaction, and has some of the agency's effectiveness; front row expect no significant effect on satisfaction; practical experience have a significant positive impact on satisfaction; satisfaction has a significant positive impact on loyalty.

Reference ( 121 ) 〈TOP〉

吳武忠、鄭秀香(2002)。台北市咖啡連鎖店顧客滿意度之研究。觀光研究學報，8(2)，71-86。
連結：
吳萬益(2011)。企業研究方法。台北：華泰文化事業股份有限公司。
連結：
李奇勳、蘇瑞蓮(2008)。服務品質，知覺價值，滿意度及遊後行爲意圖關係之探討-以休閒旅遊業爲例。顧客滿意學刊，4(2)，1-26。
連結：
周秀蓉(2008)。遊憩吸引力和遊憩體驗對顧客滿意度及重遊意願之影響-以六福村主題樂園為例。明新學報，34(2)，267-288。
連結：
尚榮安、陳禹辰、周季穎(2007)。電腦中介傳播對消費者口碑行為的影響。電子商務學報，9(1)，27-48。
連結：

Times Cited (2) 〈TOP〉

Altmetrics

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