臺灣博碩士論文加值系統

本研究旨在探討臺灣國際觀光旅展的非計畫性購買行為前置因素（服務氣候、旅展吸引力、店內因素、店外因素）、非計畫性購買行為以及再購意願之關係，並以購物價值（實用型購物、享樂型購物）當作非計畫性購買行為前置因素與非計畫性購買行為之調節變項；以服務補償當作非計畫性購買行為與再購意願之調節變項。本研究至國際觀光旅展現場發放紙本問卷，共計回收446份研究問卷，經結構方程模型分析發現：（1）服務氣候、店內因素以及店外因素均可正向影響非計畫性購買行為；（2）享樂型購物價值顯著強化「店外因素與非計畫性購買行為」之正向關係；（3）實用型購物價值顯著強化「服務氣候與非計畫性購買行為」、「旅展吸引力與非計畫性購買行為」、「店內因素與非計畫性購買行為」之正向關係；（4）服務補償顯著強化「非計畫購買行為與再購意願」之正向關係。最後本研究提出具體實務建議給未來籌辦國際觀光旅展之單位，期望有助於增進臺灣國際觀光旅展的蓬勃發展。

The study examined the relationship among antecedents of unplanned purchase behavior (service climate, travel attraction, in-store factors, out-of-store factors), unplanned purchase behavior, and repurchase intention in international travel fair. Shopping value (utilitarian shopping, hedonic shopping) was chosen as the aforementioned behavior and moderator variable of unplanned purchase behavior; service recovery was chosen as moderator variable of unplanned purchase behavior and repurchase intention. Questionnaires were distributed to at an international travel fair. A total of 446 valid samples collected . It was found through analysis of the structural equation model that: (1) service climate, in-store factors, and out-of-store factors can positively affect unplanned purchase behavior; (2) the value of hedonistic shopping significantly strengthens the positive relationship between “out-of-store factors and unplanned purchasing behavior”; (3) the value of utilitarian shopping significantly strengthens the positive relationship between “service climate and unplanned purchasing behavior”, “travel attraction and unplanned purchase behavior", and "in-store factors and unplanned purchase behavior"; (4) service recovery significantly strengthens the positive relationship between "unplanned purchase behavior and repurchase intention ". Finally, this study proposed practical advice for conducting unit planning and international travel fair in the future, and it is expected to help promote the vigorous development of Taiwan international travel fair .

謝　詞 I
ABSTRACT III
目　錄 IV
表　次 VI
圖　次 VIII
第一章 緒　論 1
第一節　研究背景與動機 1
第二節　研究目的 7
第三節　研究範圍 7
第四節　名詞定義 8
第二章 文獻探討 9
第一節　服務環境之前置因素 9
第二節　購物價值 13
第三節 服務補償 15
第四節　非計劃性購買行為及再購意願 16
第五節　變數間的相關實證研究 19
第三章 研究方法 33
第一節　研究架構 33
第二節　研究假設 34
第三節 研究工具 37
第四節　抽樣設計 45
第五節　資料分析方法 46
第四章 研究結果 51
第一節　樣本結構分析 51
第二節　問卷描述性統計分析 52
第三節　結構方程模型分析 57
第五章 結論與建議 71
第一節　結論 71
第二節 建議 75
第三節 研究限制與未來方向 76
參考文獻 78
附錄一　研究問卷 94
著作權聲明 101

一、中文參考文獻
王凱、張震元(2012)。整合實用性、享樂性與社群認同性建構社群網站態度衡量模型之研究。資訊管理學報，19(2)，275-313。
余一鳴(2007)。我國軍種文化差異之研究－以Hofstede的文化測量為架構。復興崗學報，90，1-36。
吳基逞、汪秩仁、郭怡君(2010)。衝動性購買行為之購後情緒研究。中山管理評論，18(3)，647-683。
吳萬益、陳淑惠、張曼玲、李家瑩(2007)。享樂主義與體驗行銷對消費者之品質與價值知覺之影響：網站訴求之評估。交大管理學報，27(2)，141-167。
吳齊殷、張明宜、陳怡蒨(2008)。尋找機制與過程：長期追蹤研究的功用。αβγ量化研究學刊，2(1)，1-26。
呂淑華(2015)。中國來澳個人遊客衝動購買行為研究(未出版之碩士論文)。澳門科技大學，澳門市。
宋玉麒(2008)。衝動性購買刺激因素、購買傾向與消費滿意度之關係(未出版之博士論文)。中國文化大學，台北市。
李美芬、謝宗恒、王俞淵、李彥希(2015)。從真實性與觀光吸引力觀點探討阿里山達邦鄒族部落觀光發展及文化保存。戶外遊憩研究，28(3)，1-35。
李家瑩、方郁惠、吳柏勳(2013)。以期望理論及公平理論探討線上服務失誤補救。電子商務學報，15(3)，367-388。
李海清(2014)。臺灣遊艇運動觀光吸引力之研究(未出版之博士論文)。國立嘉義大學，嘉義縣。
李素馨(1997)。都市女性休閒類型和休閒阻礙。戶外遊憩研究，10(1)，43-68。
李福恩、潘寶石、謝漢唐、吳勤榮(2008)。大專院校學生壁球運動參與阻礙因素之量表編製。嘉大體育健康休閒期刊，7(3)，112-120。
沈永正、朱家賢、姜哲祺、黃河明(2010)。影響網路非計畫性購買之個人與情境的前置因素探討。電子商務學報，12(3)，457-482。
林妙雀、溫福星、商懿勻(2011)。影響團購部落格網友購買意願因素之跨層次研究－以主購者特性與商品品牌形象為調解變數。資訊管理學報，18(4)，21-42。
林建煌、莊世杰、龔昶元、賴志松(2005)。消費者行為中衝動性購買的前因與後果之模型探討。商管科技季刊，6(1)，47-68。
林娟娟、陳文彥(2009)。從資訊搜尋觀點探討影響網站使用行為之因素－以體驗導向與目標導向網路活動為比較之研究。資訊管理學報，16(4)，21-48。
林素吟(2005)。服務品質、滿意度與購買意圖關係之研究：層級干擾迴歸分析之應用。管理評論，24(2)，1-17。
姚舜(2017年10月31日)。ITF旅展閉幕 業績強強滾。中時電子報。取自http://www.chinatimes.com/
洪郁雯、鄭光廷、許惠媚(2015)。從心理契約違背觀點探討消費者在網路服務補救後的心理認知與後續行為。資訊管理學報，22(2)，199-23。
紀乃文、陳建丞(2011)。分店服務氣候、正向團隊情感氛圍、服務人員正向情緒表達與顧客購買決策關聯性之探討。組織與管理，4(1)，129-162。
胡昕昀(2012)。計畫下的非計畫行為－功能性商品的衝動購買行為探討(未出版之博士論文)。國立中央大學，桃園市。
胡凱傑、任維廉、陳建元(2009)。服務保證與知覺等候經驗對旅客滿意度與再購意願之影響：以臺鐵為例。運輸學刊，21(4)，355-383。
胡凱傑、杜家妤(2014)。航空公司服務失誤與服務補救之類型分析：應用服務藍圖與關鍵事件技術。運輸計劃季刊，43(2)，205-236。
胡凱傑、卓可涵(2015)。高速公路服務區場景與商店氣氛對體驗價值與用路人惠顧意願之影響。運輸學刊，27(4)，471-506。
凌儀玲(2005)。服務補救二次滿意之研究。管理學報，22(4)，449-465。
孫思源、潘豐泉、林重均(2011)。大學行政服務品質初探：領導行為、服務氣候及組織公民行為的效果。人力資源管理學報，11(4)，1-22。
徐淑如、董和昇、羅雅嬪(2008)。網路購物服務失誤、服務補救與顧客滿意度－期望不一致與知覺公平觀點。管理評論，27(1)，1-24。
徐蕙萍(2012)。第二次服務失誤和補救的效果。交大管理學報，32(1)，29-59。
耿慶瑞、廖子賢(2012)。以縱貫性研究探討購後失調之後果變數。創新與管理，7(2)，19-39。
張心馨、張重昭、林祝英(2010)。忠誠度方案門檻、貨幣成本與消費正當性對消費者獎酬偏好之影響。臺大管理論叢，20(2)，1-17。
張景弘、徐世同(2015)。冠名贊助運動賽會吸引力與熟悉度對賽會情感依附與忠誠之影響。體育學報，48(4)，399-415。
張蘭芳、林雲燦(2011)。民宿產業住宿安全衛生現況之研究。運動休閒餐旅研究，6(2)，108-125。
陳勁甫、吳劍秋(2005)。銀髮族海外旅遊動機與市場區隔之研究。旅遊管理研究，1，1-16。
陳建中、林麗華(2015)。帶點朦朧美：中式婚宴菜餚中度隱喻命名提升吸引力及購買意願。觀光休閒學報，21(3)，281-308。
陳建中、廖淯菘(2017)。物盡其用：以利益焦點轉移策略提升餐飲消費價值。觀光休閒學報，23(2)，157-188。
陳淑玲、鄭雅任、陳文惠(2014)。情緒勞動對服務品質之影響：團隊服務氣候及情緒能力之調節角色。人力資源管理學報，14(2)，27-54。
陳銘慧(2002)。溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響(未出版之博士論文)。國立台灣大學，台北市。
陳薇薇(2010)。非計畫性購買決策對情緒與後續購買意願之影響(未出版之博士論文)。國立成功大學，台南市。
陸洛(2011)。現代華人的雙文化自我與雙重陷落。本土心理學研究，36，155-168。
曾景瀚、雷立芬、官俊榮、黃聖茹(2017)。臺北市消費者於傳統市場購買意願之研究。農業經濟叢刊，23(1)，45-74。
黃吉村、渥頓、李奇勳、劉宗其(2004)。服務失誤之補償效果：跨文化服務接觸的檢視。管理評論，23(3)，23-52。
黃延聰、林奕辰(2014)。遊客的綠色購買行為：以旅遊當地農產品為例。觀光休閒學報，20(1)，51-80。
黃明新、黃麗君(2011)。重新探討零售業顧客滿意度：比較享樂型與功能型購物價值之差異。管理評論，30(1)，59-76。
黃欣怡、陳宜棻(2013)。部落格的傳播魔力：探討旅遊部落格訊息對購買意願之影響力。中華傳播學刊，24，243-279。
黃識銘、方世榮(2008)。服務補救策略的研究－關係行銷的觀點。管理與系統，15(1)，1-31。
楊濱燦、林少龍、黎哲愷(2015)。服務氣候、組織認同與服務導向公民行為之研究。樹德科技大學學報，17(1)，1-20。
葉惠仁、呂季芳(2014)。顧客滿意度、服務品質及外在因素對消費者再宿意願之探討—以寶來地區觀光溫泉旅館為例。觀光與休閒管理期刊，2(2)，155-172。
廖淑伶、沈永正、朱家賢(2008)。提醒式衝動購買決策－特性及促銷、產品與人格因子的影響。交大管理學報，28(2)，131-162。
劉文雪(2018)。合唱團員休閒參與動機與休閒阻礙之探究(未出版之碩士論文)。亞洲大學，台中市。
劉宗其、李奇勳、黃吉村、渥頓(2001)。服務失誤類型、補償措施與再惠顧率之探索性研究－以CIT法應用於餐飲業為例。管理評論。20(1)，65-97。
劉信賢、邱玉葉(2012)。增量、升級或折扣？促銷框架對成本配置及相對偏好的影響。臺大管理論叢，23(1)，269-296。
劉從國、盧俊宏(2003)。運動競賽成敗結果、歸因、以及情緒之關研究：驗證Weiner(1985)成就動機和情緒的歸因理論。體育學報，35，127-141。
蔡佳靜、劉建志(2015)。服務補救人員的外表吸引力重要嗎？－蠻橫顧客不當行為類型與服務補救策略之影響。管理與系統，22(4)，381-406。
蔡明達、劉宇傑(2013)。網路品牌社群認同與投入對消費者行為之影響。電子商務學報，15(2)，295-317。
蔡東峻(2007)。非理性購買行為之前因與後果探討(未出版之碩士論文)。國立成功大學，台南市。
蔡維奇、吳姮憓(2001)。組織服務氣候對服務品質的影響：以員工正面情緒表達為中介變項。臺大管理論叢，12(1)，149-169。
鄭家宜(2010)。金融服務業顧客滿意與再購意願之關係研究：分析產品知識的效果。中山管理評論，18(2)，325-372。
蕭至惠、蔡進發、陳乃妤(2017)。發生食安負面報導餐廳真能毫髮無傷？檢視負面報導嚴重程度、公司信譽、知覺風險與再購意願之關係。觀光休閒學報，23(2)，211-238。
嚴秀茹、林育理、戴淑賢(2004)。服務氣候對服務導向公民行為之影響歷程探討－心理授權與角色界定之中介模式。管理評論，23(1)，25-48。
顧宜錚、李家瑩、黃相翎(2013)。有服務品質就足夠嗎？顧客體驗對網站滿意度之影響。中山管理評論，21(3)，479-500。
二、英文參考文獻
Adams, J. S. (1965). Inequity in social exchange. In Berkowitz, L. (Ed.), Advances in experimental social psychology (Vol. 2, 267-299). New York: Academic Press.
Alford, B.L. (1998). Using cognitive scripts to assess the process of professional service delivery. Journal of Professional Service Marketing, 17(1), 77-102.
Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97.
Babin, B. J., Darden, W. R., & Griffin, M. (1994).Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191.
Bejou, D., & Palmer, A. (1998). Service failure and loyalty: An exploratory empirical study of airline customer. The Journal of Services Marketing, 12(1), 7-22.
Bell, D., Corsten, R., & Knox, D. G. (2011). From point of purchase to path to purchase: How preshopping factors drive unplanned buying. Journal of Marketing, 75(1), 31-45.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606.
Bhatti, K. L., & Latif, S. (2014). The impact of visual merchandising on consumer impulse buying behaviour. Eurasian Journal of Business and Management, 2(1), 24-35.
Bielen, F., & Demoulin, N. (2007). Waiting time influence on the satisfaction-loyalty relationship in services. Managing Service Quality, 17(2), 174-193.
Bitner, M. J. (1992). Services capes: The impact of physical surrounding on customer and employees. Journal of Marketing, 56(2), 57-71.
Bitner, M., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54, 71-84.
Bollen, K. A. (1989). Structural equations with latent variables. New York: John Wiley & Sons, Inc.
Borisoff, D., & Victor, D. A. (1989). Conflict management: A communication skills approach. New York: Prentice-Hall, Inc.
Chandon, P, Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009). Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase. Journal of Marketing, 73, 1-17.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.
Chang, C. C., &Tseng, A. H. (2014). The post-purchase communication strategies for supporting online impulse buying. Computers in Human Behavior, 39, 393-403.
Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the stimulus-organism-response model to the retail environment: The role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122.
Cho, J., Ching, G. S., & Luong, T. H. (2014). Impulse buying behavior of Vietnamese consumers in supermarket setting. International Journal of Research Studies in Management, 3(2), 33-50.
Chu, R. K. S., & Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travelers. Tourism Management, 21, 363-377.
Craighead, C. W., Karwan, K. R., & Miller, J. L. (2004). The effects of severity of failure and customer loyalty on service recovery strategies. Production and Operations Management, 13(4), 307-321.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982.
Dittmar, H. (2005). Compulsive buying--a growing concern? An examination of gender, age, and endorsement of materialistic values as predictors. British Journal of Psychology, 96, 476-491.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison Wesley.
Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12, 425-439.
Fornell, C. R., & Larcker, F. F. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-51.
Gabler, C. B.., Rapp, A., Riche, R. G. Y., & Adams, F. G. (2016). Can service climate detract from employee performance? The role of experience in optimizing satisfaction and performance outcomes. Decision Sciences, IN PRESS.
Gardner, M. P., & Rook, D. W. (1988). Effects of impulse purchases on consumers’ affective states. Advances in Consumer Research, 15,127-130.
Gholami, S., Dehbini, N., & Shekari, A. (2016). The impact of store atmosphere on hedonic and utilitarian shopping values, customer satisfaction and customer purchase intention. Journal of Current Research in science, S(1), 305-311.
Gilbride, T., Inman, J. J., & Stilley, K. M. (2015). The role of within-trip dynamics in unplanned versus planned purchase behavior. Journal of Marketing, 79, 57-73.
Grandey, A. A., Fisk, G. M., Mattila, A. S., Jansenc, K. J., & Sidemana, L. A. (2005). Is “service with a smile” enough? Authenticity of positive displays during service encounters. Organizational Behavior and Human Decision Processes, 96(1), 38-55.
Gronroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. Lexington, MA: Lexington Books.
Haas, A., & Kenning, P. (2014). Utilitarian and hedonic motivators of shoppers’ decision to consult with salespeople. Journal of Retailing, 90(3), 428-441.
Halpin, A. W., & Winer, B. 1957. A factorial study of the leader behavior descriptors. In R. M. Stogdill & A. E. Coons (Eds.), Leader behavior: Its descriptions and measurement (pp. 39-51). Oxford, UK: Bureau of Business Research, Ohio States University.
Hart, C. W. L., Heskett, J. L., & Sasser, W. F. (1990). The profit-able art of service recovery. Harvard Business Reviews, 68(4), 148-156.
Heider, F. (1985). The psychology of interpersonal relations. New York, NY: Wiley.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
Hoch, S. J., & Loewenstein, G. F. (1991). Time -inconsistent preferences and consumer self-control. Journal of Consumer Research, 17, 492-507.
Hofstede, G. (1980). Culture and organizations. International Studies of Management & Organization, 10(4), 15-41.
Hu, L., & Bentler, P. (1999). Cutoff criteria for fit indices in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.
Hu, Y., & Ritchie, J. R. B. (1993). Measuring destination attractiveness: A contextual approach. Journal of Travel Research, 32(2), 2-34.
Jani, D., & Han, H. (2014). Testing the moderation effect of hotel ambience on the relationships among social comparison, affect, satisfaction, and behavioral intentions. Journal of Travel & Tourism Marketing, 31(6), 731-746.
Johnson, J. W. (1996). Linking employee perceptions of service climate to customer satisfaction. Personnel Psychology, 49(4), 831-851.
Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981.
Juhari, N. H., Ali, H. M., & Khair, N. (2012). The shopping mall services cape affects customer satisfaction. 3rd International Conference on Business and Economic Research (3rd ICBER 2012).
Kalla, S. M., & Arora, A. P. (2011). Impulse buying: A literature review. Global Business Review, 12(1), 145-157.
Kaplanidou, K., Jordan, J. S., Funk, D., & Rindinger, L. L. (2012). Recurring sport events and destination image perceptions: Impact on active sport tourist behavioral intentions and place attachment. Journal of Sport Management, 26(3), 237-248.
Kelley, S. W. (1992). Developing customer orientation among service employees. Journal of the Academy of Marketing Science, 20(1), 27-36.
Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69(4), 429-452.
Kotler, P., & Keller, K. L. (2003). A framework for marketing management. NJ: Prentice Hall.
Lai, Y. H., Ch, J. Y., & Petrick, J. F. (2016). Examining the relationships between perceived value, service quality, satisfaction, and willingness to revisit a theme park. Tourism Travel and Research Association: Advancing Tourism Research Globally Paper 52.
Lee, M., & Cunningham, L. F. (2001). A cost/benefit approach to understanding service loyalty. Journal of Services Marketing, 15(2), 113-130.
Lerner, J. S., & Keltner, D. (2000). Beyond valence: Toward a model of emotion-specific influences on judgment and choice. Cognition and Emotion, 14(4), 473-493.
Li, Y. (2015). Impact of impulsive buying behavior on post impulsive buying satisfaction. Social Behavior & Personality: an International Journal, 43(2), 339-352.
Liao, H., & Chuang, A. (2007). Transforming service employees and climate: A multi-level multi-source examination of transformational leadership in building long-term service relationships. Journal of Applied Psychology, 92, 1006-1019.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, Massachusetts: Massachusetts Institute of Technology Press.
Michel, S. (2002). Exploring the service recovery paradox’, Proceedings of the American Marketing Association Summer Educators Conference(AMA 2002), San Diego, CA, August 3-6, pp. 75-82.
Mihić, M., & Kursan, I. (2010). Assessing the situational factors and impulsive buying behavior: Market segmentation approach. Management: Journal of Contemporary Management Issues, 15(2), 47-66.
Mill, R. C. (1990). Tourism: The international business. Englewood Cliffs, NJ: Prentice Hall.
Morrin, M., & Chebat, J. C. (2005). Person-place congruency: The interactive effects of shopper style and atmospherics on consumer expenditures. Journal of Service Research, 8(2), 181-191.
Mukhopadhyay, A., & Johar, G. V. (2007). Tempted or not? The effect of recent purchase history on responses to affective advertising. Journal of Consumer Research, 33(4), 445-453.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behavior. International Journal of Marketing Studies, 5(3), 149-160.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63, 33-44.
Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, 106-115. doi: doi:10.1016/j.ijhm.2016.06.007
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Piron, F. (1991). Defining impulse purchasing. Advances in Consumer Research, 18, 509-514.
Pride, W. M., & Ferrell, O. C. (2000). Marketing: Concept and strategies. Boston, MA Houghton Mifflin.
Pura, M. (2005). Linking perceived value and loyalty in location-based mobile services. Managing Service Quality, 15(6), 509-538.
Rajbhandari, K., & Intravisit, A. (2017). Identification of Impact of Atmospheric Attributes upon Buying Intention of Customers in Bhat Bhateni Supermarket in Nepal. International Research E-Journal on Business and Economics, 3(1), INPRESS.
Reichheld, F. F., & Teal, T. (1996). The loyalty effect。Boston, MA: Harvard Business School Press.
Reitsamera, B. F., Brunner-Sperdinb, A., & Stokburger-Sauer, N. E. (2016). Destination attractiveness and destination attachment: The mediating role of tourists' attitude. Tourism Management Perspectives, 19, 93-101.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(9), 189-199.
Rook, D. W., & Fisher, R. J. (1995). Normative influence on impulsive buying behavior. Journal of Consumer Research, 22(4), 305-313.
Santini, F. O., Ladeira, W. J., Dalmoro, M., Falcão, C. A., & Henz, M. M. (2016). Purchase a new car: The effect of impulsiveness in the Brazilian market. The Academy of Marketing Science, 271-275.
Schneider, B. (1990). Organizational climate and culture. Jossey-Bass.
Schneider, B., Parkington, J. J., & Buxton, V. M. (1980). Employee and customer perceptions of service in banks. Administrative Science Quarterly, 25(2), 252-267.
Schneider, B., White, S. S., & Paul, M. C. (1998). Linking service climate and customer perceptions of service quality: Test of a causal model. Journal of Applied Psychology, 83(1), 50-163.
Schwarz, G. (1978). Estimating the dimension of a model. Annals of Statistics, 6(2), 461–464.
Schwarz, N., & Bohner, G. (1996). Feelings and Their Motivational Implications: Moods and the Action Sequence. In Gollwitzer, P. and Bargh, J. (eds.), The Psychology of Aaction: Linking Cognition and Motivation to Behavior, New York: Guilford Press, 119-145.
Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69(4), 26-43.
Shams, P. (2013). What does it take to get your Attention? : The influence of in-store and out-of-store factors on visual attention and decision making for fast-moving consumer goods (doctoral dissertation). Karlstad University.
Sheeran, P. (2002). Intention-behavior relations: A conceptual and empirical review. European Review of Social Psychology, 12 (1), 1-36.
Sherry, J. F. (1990). A sociocultural analysis of a Midwestern American flea market. Journal of Consumer Research, 17(1), 13-30.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), 356-372.
Smith, V. L., & Butler, R. (1996). Indigenous tourism: The four Hs. In R. Bulter & T. Hinch (Eds.), Tourism and Indigenous Peoples (pp. 283-307). London: International Thomson Business Press.
Spears, N. (2006). Just moseying around and happening upon it versus a master plan: minimizing regret in impulse versus planned sales promotion purchases. Psychology and Marketing, 23(1), 53-73.
Spreng, R., Harrell, G., & Mackoy, R. (1995). Service recovery: Impact on satisfaction and intentions. Journal of Services Marketing, 9(1), 15-23.
Su, L., Swanson, S. R., & Chen, X. (2016). The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality. Tourism Management, 52, 82-95.
Swanson, S. R., & Kelley, S. W. (2001). Attributions and outcomes of the service recovery process. Journal of Marketing Theory and Practice, 9(4), 50-65.
Swarbrooke, J. (2000). The development and management of visitor attraction. Oxford: Butterworth-Heinemann.
Syahrivar, J., & Ardianto, R. (2016). The impact of credit card, shopping discount, promotion approach, and store layout towards impulse buying behavior. Imperial Journal of Interdisciplinary Research, 2(11), 865-870.
Tauber, E. M. (1972). Why do people shop? Journal of Marketing, 36, 46-59.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior. A review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
Valence, G., A. Astous, A., & Fortier, L. (1988). Compulsive buying: Concept and measurement. Journal of Consumer Policy, 11, 419-433.
Victor, T. C. (1989). Marketing implications for attractions. Tourism Management, 10(3), 229-232.
Walumbwa, F. O., Peterson, S. J., Avolio, B. J., & Hartnell, C. A. (2010). An investigation of the relationships among leader and job performance. Personnel Psychology, 63, 937-963.
Wang, S., Tsai, C. Y. & Chu, Y. C. (2010). Tourist behavior in Hakka cultural parks. African Journal of Business Management, 4(14), 2952–2961.
Watson, L., &Spence, M. T. (2007). Causes and consequences of emotions on consumer behaviour: A review and integrative cognitive appraisal theory. European Journal of Marketing, 41(5/6), 487-551.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological Review, 92, 548-573.
Wood, M. (1998). Socio-economics status, delay of gratification, and impulse buying. Journal of Economic Psychology, 19(1), 295-320.
Wu, H. C. (2014). The effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions in gaming establishments. Asia Pacific Journal of Marketing and Logistics, 26(4), 540 – 565.
Wu, S. I., & Tian, M. L. (2017). Impact of consumers’ preference for cultural and creative parks on the attitude behavior model. International Journal of Business and Management, 12(8), 201-218.
Yeung, R., & Yee, W. M. S. (2011). Retail event: A comparative study between local residents and tourists in spontaneous purchase. Tourism: An International Interdisciplinary Journal, 59(2), 169-182.
Yu, L., & Goulden, M. (2006). A comparative analysis of international tourists’ satisfaction in Mongolia. Tourism Management, 27(6), 1331–1342.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zemke, R., & Schaaf, D. (1989).The service edge: 101 companies that profit from customer care. New York: New American Library.
Zhang, R. Y., Liu, X. M., Wang, H. Z., & Shen, L. (2011). Service climate and employee service performance: Exploring the moderating role of job stress and organizational identification. The Service Industries Journal, 31, 2355-2372.

三、網路參考文獻
行政院交通部觀光局（2019）。2007-2018年國人國內旅遊總次數變化，取自https://admin.taiwan.net.tw/
行政院交通部觀光局（2019）。2007-2018年國人國內旅遊收入及觀光總收入，取自https://admin.taiwan.net.tw/
中華民國交通部觀光局（2017）。旅遊業相關統計。取自http://admin.taiwan.net.tw/travel/statistic_h.aspx?no=300
姚舜(2017年10月31日)。ITF旅展閉幕 業績強強滾。中時電子報。取自http://www.chinatimes.com/