臺灣博碩士論文加值系統

旅遊業者要如何銷售自己的產品、讓消費者在第一時間選擇自己的行程，是一值得探討之議題。為此，本研究旨在探討旅遊業品牌形象、旅遊知覺價值對再購意願的影響。
本研究以參與雄獅旅行社團體旅遊遊客為範圍與對象，於2014 年5 月01 日至5 月31 日，共發出400 份，回收之有效問卷為400 份。研究結果顯示，女性遊客約近70%，年齡以31-40歲之旅客最多，大學(專)教育程度最多，工作年資以3-6年最多，職業以服務業最多。每年1-2次的旅遊次數為多數，個人消費預算以25001元-40,000元為最多。旅遊業品牌形象、旅遊知覺價值與再購意願均呈現中高程度的結果，其中，分別以經驗性及功能性的認同度較高。
「年齡」對旅遊業品牌形象有顯著影響，「年齡」、「職業類別」、「旅遊次數」、「消費預算」對再購意願有顯著影響，其他均無明顯影響。經迴歸分析，品牌形象與知覺價值對再購意願有顯著的影響，而知覺價值又比品牌形象更為顯著。若由構面來看則以「功能價值」及「社會價值」影響較大。本研究亦對產品面、行銷面及重視消費者權益方面提供相關建議以供參考。

In the tourism industry, how the travel agency sells their tour packages to their customers and draws their first attention is the topic worth being explored. Therefore, this study aimed to investigate the effects of tourism brand image and perceived value on repurchase intention.
The research used the group tourists of Lion Travel agency as the objects, and 400 valid questionnaires were collected. The result showed that most of them are female, with age of 31-40 years old, college education level, 3-6ytaers of work experience, occupation of service industry and travel 1-2 times each year with budget of NT$25,001-40,00 are majority.
"Age" has significant impact on the tourism brand image. "Age", "occupation", "travel times", "consumption budget" also have a significant effect on repurchase intention. The other aspects in this study do not show any significant differences. By regression analysis, brand image and perceived value have a significant impact on the repurchase intention, and perceived value is more significant than brand image. From the view of construct, "functional values" and "social values" have greater impact on the repurchase intention. This study provides some suggestions on products, the marketing strategy and the rights and interests of consumers. We are hoping to provide a reference for the business management to this area.

目 錄
中文摘要…………………………………………………………… I
英文摘要………………………………………………………… II
謝誌………………………………………………………………… III
目錄………………………………………………………………… V
第壹章 緒論……………………………………………………… 1
第一節 研究背景與動機…………………………………… 1
第二節 研究目的…………………………………………… 5
第貳章 文獻回顧………………………………………………… 6
第一節 旅遊業品牌形象…………………………………… 6
第二節 旅遊知覺價值……………………………………… 13
第三節 再購意願…………………………………………… 18
第四節 旅遊業品牌形象、知覺價值對再購意願影響關係 23
第參章 研究設計………………………………………………… 26
第一節 研究架構與假設…………………………………… 26
第二節 研究變項操作性定義……………………………… 27
第三節 研究工具…………………………………………… 29
第四節 資料分析方法……………………………………… 33
第肆章 實證分析結果與討論…………………………………… 35
第一節 旅遊消費者特性現況分析………………………… 35
第二節 品牌形象、知覺價值對再購意願之關係分析…… 44
第三節 基本資料對與品牌形象、知覺價值與再購意願關係之分析……………………………………………………………
46
第伍章 結論與建議……………………………………………… 53
第一節 研究結論……………………………………………… 53
第二節 研究建議……………………………………………… 56
參考文獻…………………………………………………………… 59
附錄 問卷………………………………………………………… 67

參考文獻
1.李偉達、方文昌(2004)，從品牌知名度探討知覺品質和購買意願-以價格與來源國形象為調節變數，管理評論，第23卷第四期，頁89-112。
2.姜定宇、虞邦祥與陳至芸(2004)。消費心理學。台北桂冠出版社。
3.陳志宏(2005) 。大陸沿海城市地區成人美語教育機構品牌形象及行銷滿意度對顧客滿意度的影響。未出版碩士論文，私立大葉大學。桃園縣。
4.陳佳伶(2014)，餐團旅客對旅遊業服務創新、觀光偏好、心流體驗與品牌忠誠度之研究。碩士論文，朝陽科大
5.張振忠(2008)。服務品質、顧客滿意度與忠誠度對企業採用自動化新科技產品再購意願之研究 – 以OPC產品為例。未出版碩士論文，國立高雄應用科技大學，高雄縣。
6.張重昭、周宇貞、張心馨(2006)，促銷價格標示方式與內部參考價格對消費者行為之影響，管理學報，第23卷第2期，頁209-226。
7.謝雅菱(2005)品牌形象、服務品質、顧客滿意與品牌績效之研究— 流行服飾產業實證。碩士論文，台北科大。
8.Akaah, I. P.,& Korgaonkar, P. K (1988). “A conjoint investigation of the relative importance of risk relievers in direct marketing,”Journal of Advertising Research,Vol.28,No.5,38-44.
9.Amstrong,G.,& Kotler, P.(2002). Marketing: an introduction, 6ed.,New Jersey:Prentice-Hall.
10.Anderson, E. W.(1998) Customer satisfaction and word of mouth. Journal of Service Research,1(1),5.
11.Bearden, W.O., Lichtenstein,D. R., & Teel, J. E(1984). Comparisom price, coupon, and brand effect om consumer reactions to retail newspaper advertisements. Journal of Retailing,60(2),11-34.
12.Biel, A.L(1992)” How brand image drives brand equity,” Journal of advertising Research, Vol.32, No6,pp.RC6-12
13.Boulding W.,Kalra A., Staelin R.,and Zeithaml V.A.(1993).A Dyamic Process Model of Service Quality:From Expectation to Behavioral Intentions, Journal of Marketing Research,30,7-27.
14.Dodds, W. B., Monroe, K B., &Grewal, D(1991). Effect of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research,28(3),pp.307-319
15.Engel, J. F., Blackwell, R.D.,& Miniard, P.W.(1993). Consumer Behavior(6th Eds.). The Dryden Press, a Division of Holt, Rinehart and Winston, Inc.
16.Engel,J.F., Blackwell, R. D., & Miniard, P. W.(1995). Consumer Behavior(8th eds.). New York: Dryden Press.
17.Engel, J.F., Blackwell, R.D.,& Miniard,P. W.(2001). Consumer Behavior .Harcort College Publishers.
18.Fredericks, J.O.& Slater,J M.(1998).What does your customer really want? Quality Progress,31,pp.63-65.
19.Grewal,Dhruv, R.K.,Julie,B.,& Norm,B.(1998). The effect of store name, brand name and price discount on consumers’ evaluations and purchase intentions Journal of Retailing,74(3),331-352.
20.Gronholdt, L., Martensen,A.,& Kristensen, K.(2000). The relationship between customer satisfaction and royalty :cross-industry differences. Total Quality Management, 11(4-6).S509-514.
21.Ingrid, F.(2004). An index method for measurement of customer satisfaction. The TQM Magazine,16(1).57-66.
22.Janes, W. N and Sasser P. L. (1995). Involvement, attributions, and consumer responses to rebates, Journal Business and Psychology, 9(3),279-297
23.Jones,T.O .& Sasser, W.E.(1995) Why Satisfied Customers Defect. Harvard Business Review,73,88-89.
24.Kamins, M. A.,& Marks, L. J.(1991). The perception of kosher as a third party certification claim in advertising for familiar and un familiar brands. Journal of the Academy of Marketing Science,19(3),177-185.
25.Keller, K. L(1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing,57, pp.1-22
26.Keller, L. K,(2001), “Building Customer-Based Brand Equity”，Marketing Management, 10(2)pp15-19.
27.Keller,K.L.(2008)Strategic Brand Management:Building, measure brand equity(3rd Eds.), Prentice Hall
28.Kolter,P.,&Armstrong, G,(2006)”Principle of Marketing”, Upper Saddle River,New Jersey:Pearson Education
29.Kotler, P .,(2004)”Marketing Management”， Upper Saddle River, New Jersey:Prentice-Hall.
30.Miguel A. M., Javier S., Rosa M. R. and Luís C. (2007)
Tourism and Hospitality Research, Vol.7, 3/4, 194-211
31.Monroe, K. B(1985),”buyer’s Subjective Perception of Price”, Journal of Marketing Research,10(1):70-80
32.Monroe, K.B. & Krishnan, R. (1985).The effect of price on subjective product evaluations. In perceived Quality.MA: Lexington Books, 209-232.
33.Miguel A. M., Javier S., Rosa M. R. and Luís C. (2007)
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)pp193-218
34.Neal, W. D(1999). Satisfaction Is Nice,but Value Drives Loyalty. Marketing Research,11,pp.21-23
35.Oliver, R.L(1993). Congitive, affective, and attribute bases of the satisfaction response. The Journal of Consumer Research,20(3),418-430
36.Oliver, R. L.,(1980). A Cognitive Model of the Antecedent And Consequences of Satisfaction Decisions. Journal of Marketing Research, 17, 460-469
37.Parasuraman, A.& Grewal, D.(2000). The impact of technology on the quality-value-loyalty chain:a research agenda Journal of the Academy of Marketing Science, 28(1),pp.168-174
38.Park,C.W ,Jaworski, B.J&Macinnis,D.J(1986)”Strategic Brand Concept-Image Management”, Journal of Marketing, 50(4) pp.135-145
39.Perry, A., & Wisnom, D(2002), “Before The Brand: Creating The Unique DNA of An Enduring Brand Identity”, New York: McGraw-Hill.
40.Pettis, Chuck (1997).challenge:Try Branding Unix, Marketing Computers,17(4),68-70.
41.Randall,G.,(1997),”Do Your Own Market Research”, New York: The Free Press
42.Reichheld¸F.F.,& Sasser, W. E. Jr. (1990). Zero defections: Quality comes to service. Harvard Business Review, 68(5),105-111.
43.Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behavior (7th ed), Inc. Schultz, Prentice Hall.
44.Sheth, J N., Newman, B. I., and Gross, B L.(1991) Why we buy what we but:A theory of consumption values Journal of Business Research,22,pp.159-170
45.Sinadas,E.,and Jamie L.Baker-Prewitt(2000).An Examination of the Relationship Between Service Quality,Customer Satisfaction, and Store Loyalty, International Journal of Retail & Distribution Management,28,73-82。
46.Spears, N. & Singh, S. N.(2004). Measuring Attitude Toward the Brand and Purchase Intention. Journal of Current Issues and Research in Advertising,26(2),53-66
47.Tam, J ,L. M(2004) Customer satisfaction, service quality and perceived value:an integrative model. Journal of Marketing Management,20(7),897-917.
48.Tsai, S.(2005). Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value. International Journal of Research in Marketing, 22(3),277-291
49.Vandermerwe, S.(2003). Customer-minded growth through service.Managing Service Quality, 13(4),262-266.
50.Zeithaml, V. A.(1988). Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence. Journal of Marketing,52(July),p.2.