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  • 學位論文

新品渡假旅館旅遊票券網路購買決策行為之研究-以谷關某溫泉會館為例

The Research of Consumer Behavior of Online Shopping on Travel Coupons of New Hotel-An Example of A Hot Springs Hotel in Guguan

指導教授 : 林銘昌
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摘要


摘 要 本研究以新品渡假旅館之旅遊票券作為研究標的,利用消費者購買決策模式-EKB Model為基礎,加入生活型態作為區隔變數,探討消費者購買旅遊票券的網路購物行為,本研究主要之研究目的如下: 一、描述新品渡假旅館旅遊票券網路消費族群的人口特徵 二、探討不同生活型態之消費者,在資訊搜尋來源以及網路購買決策因素上之差異 三、探討人口統計、生活型態、資訊搜尋來源,對消費者購買決策因素之影響 本研究採用問卷調查的方式,總共回收有效問卷396份,並利用SPSS10.0統計軟體進行分析。使用的統計方法為描述性統計分析、因素分析、集群分析、單因子變異數分析,多元迴歸分析來驗證本論文之假說,而本研究主要之研究結果發現: 一、居住地位於中部以北之地區之消費者乃是此溫泉會館主要的網路票券消費市場。資訊生活群在網路旅遊票券消費者中所佔比例最高,是現階段旅遊票券主要的消費群。 二、資訊生活群最容易透過屬於網際次級以及網際官方搜尋旅遊票券的相關資訊,重視網路購物的個人偏好以及產品屬性決策因素,而保守精算群較容易透過網際官方構面搜集旅遊票券的相關資訊,且重視個人偏好購物因素。 三、透過網際次級通路來源者多為重視個人偏好購買決策因素,可利用通路商對客戶銷售的模式,以求達到網際次級通路的全面性佈局,非網際商業來源者則較為重視產品屬性的決策因素,針對此類客戶則採取旅館對客戶的直接銷售模式。

並列摘要


Abstract This research is based on EKB Model which is used to probe into behavior of online shopping on travel coupons.Used life style to be separate variable, new hotel’s travel coupons is research target. Research objective as follow: 1. To describe the demographic characteristic for the group of online shopping on travel coupons of the new hotel. 2. To discuss how the customers with different lifestyles to affect different decisions on online shopping and the resources of information. 3. To confer the influence of demographic statistics, life styles, and the origin of information resource with customers’ buying decisions. This research used the survey as a way to do the investigation. As a result, 396 useful surveys were obtained. In addition, we take SPSS10.0 which contains description analysis, factor analysis, cluster analysis, one way ANOVA, and Multiple Regression Analysis to perform the analyses. Consequently, the results of this research find out as follow: The market of the hot spring hotel online travel coupons is mainly composed of consumers living north of central Taiwan. Digital generations own the largest percentage among online coupons customers thus become the majority in the online coupons market. Digital generations are most likely to search for information regarding travel coupons through official and secondary websites. They cared about personal preferences as well as products characteristics while budget customers tended to collect information via official websites and emphasize personal preferences. Those who emphasized personal preferences were most likely to use secondary websites to search for information. Therefore, in order to achieve the overall popularity of internet channel, directly distribution to the customers from the agents is a good way to use. Customers who did not obtain the information through the internet but by non-internet commercial information put stress on characteristics of the products. Consequently, directly sales from the hotel can be applied to satisfy such customers.

參考文獻


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被引用紀錄


程平凡(2009)。消費者生活型態及人格特質對人壽保險購買決策影響之分析〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2009.00696
張以青(2015)。網拍加購商品呈設與價格呈現方式對購買行為之探討〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201500411
陳國榮(2008)。大坑地區溫泉旅館遊客旅遊消費行為之研究〔碩士論文,亞洲大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0118-0807200916275880
陳俊仁(2009)。溫泉療效認知對健康促進之影響-以谷關溫泉為例〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-1111200915521540

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