行銷通路服務與品牌評價對國外團體旅遊購買意願之影響

Effect of Marketing Channel Service and Brand Evaluation on Group Overseas Travel Purchase Intention

王瑞琪(Jui-Chi Wang) ； 林素綉(Su-Hsiu Lin) ； 黃廼珍(Nan-Chen Huang)

《休閒產業管理學刊》 14卷1期 (2021/03) Pp. 1-24

https://doi.org/10.6213/JLRIM.202103_14(1).0001

摘要

本文探討反展廳趨勢下臺灣消費者的旅遊特性及行銷通路服務對品牌評價的認知與購買意願間之關聯性影響。以購買國外團體旅遊套裝產品的潛在客戶為研究對象。透過主要旅行社之虛實通路以電子問卷進行調查，共回收有效問卷754份。應用結構方程模型驗證假說，並以拔靴法Bootstrap檢測品牌評價之中介效果。實證結果為（1）行銷通路服務中的產品資訊及品牌評價中的知覺品質為最重要的潛在變數；（2）行銷通路服務對品牌評價及品牌評價對購買意願皆具正向顯著影響；（3）行銷通路服務對購買意願卻呈現負向不顯著影響；（4）品牌評價則具備完全中介效果。臺灣消費者雖會受到社群媒體貼文吸引，但卻傾向透過具有人際互動交流的管道獲取旅遊參考資料，且超過66.8%的消費者會選擇實體通路進行購買，提供建議予旅行社業者於拓展各式通路及制定行銷策略時，如何形塑最大價值及最小風險的商品以提升消費者的購買意願。

關鍵字

行銷通路服務 ； 品牌評價 ； 購買意願 ； 反展廳現象 ； 國外團體旅遊

並列摘要

This research mainly investigates the travel characteristics of Taiwanese consumers in the trend of webrooming; and also the relationship between marketing channel service, brand evaluation, and purchase intention. Potential consumers who will purchase the group overseas travel package product are the research subjects. A total of 754 valid samples were collected through e-questionnaires by travel agency's online and offline marketing channels. We apply the SEM and Bootstrap to verify the research hypothesis and the mediating effect of brand evaluation. The results are (1) The most important latent variable is product information for marketing channel service and perceived quality for brand evaluation, respectively. (2) Marketing channel service has a significant positive effect on brand evaluation; brand evaluation also has a significant positive effect on purchase intention. (3) Marketing channel has a negative and nonsignificant effect on purchase intention. (4) Brand evaluation plays a fully mediating role. Taiwanese consumers tend to obtain tourism references through the channels that have interpersonal interaction and communication, even though posts on social media can attract consumers. Over 66.8% of consumers choose offline purchases. We suggest that when expanding the various channels and developing marketing strategies, the travel agency should learn how to shape the greatest values and the least risk product to increase consumer's purchase intention.

並列關鍵字

marketing channel service ； brand evaluation ； purchase intention ； webrooming ； group overseas travel

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