臺灣博碩士論文加值系統

本研究目的為運用顧客體驗品質(EXQ)的觀點檢驗郵輪式列車遊客之旅遊體驗品質，並探討遊客體驗品質與滿意度、忠誠意圖、口碑行為之間的關聯性，同時討論品牌形象在其相互關係中是否產生調節效果。
本研究採便利抽樣方法進行問卷調查，研究對象為搭乘過郵輪式列車之遊客；共發放349份問卷，回收有效問卷314份，回收率達89.9%。資料分析採用驗證性因素分析(CFA)進行信效度分析，並透過迴歸分析以驗證本研究之假說。研究結果顯示：(1) 遊客體驗品質對滿意度、忠誠意圖、口碑行為具有顯著正向影響。(2) 滿意度對忠誠意圖、口碑行為具有顯著正向影響。 (3) 品牌形象在遊客體驗品質對滿意度具有影響，且存在調節效果；而遊客體驗品質對忠誠意圖與口碑行為之間則無關聯性。

The purpose of this study aims to investigate passengers’ tourism experience quality, and find the relationship among satisfaction, loyalty intention and word-of-mouth behavior base on Customer Experience’s Quality (EXQ), while discussions brand image whether a moderate effect in their mutual relations.
Total of 349 questionnaires were distributed to tourists in their return journeys of railway tour. The numbers of usable questionnaire was found to be 314 and achieved a response rate of 89.9%. Confirmatory factor analysis (CFA) was adopted to examine the reliability and validity of measurement. And the study uses hierarchy regression analysis to verify the hypotheses. The major research results show that: (1) Customer experience’s quality has a significant positive impact on satisfaction, loyalty intentions, word-of-mouth behavior. (2) Satisfaction has a significant positive impact on loyalty intentions and word-of-mouth behavior. (3) Brand image has a moderate effect between customer experience’s quality and satisfaction. And there is no relevance between customer experience’s quality and loyalty intentions or word-of-mouth behavior.

謝詞 I
中文摘要 II
英文摘要 III
目錄 IV
圖次 VI
表次 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 鐵道旅遊 4
第二節 遊客體驗品質 10
第三節 滿意度 12
第四節 購後行為意圖 15
第五節 品牌形象 19
第三章 研究設計 21
第一節 研究架構 21
第二節 研究假說 22
第三節 變數定義與衡量 24
第五節 量表之信度與效度 29
第四章 資料分析 35
第一節 樣本結構 35
第二節 假說檢定確證 37
第三節 結果討論 42
第五章 結論與建議 44
第一節 研究結論 44
第二節 管理意涵 46
第三節 研究限制 47
第四節 後續研究建議 47
參考文獻 49
附錄一 實證問卷 62
著作權聲明 65

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三、網路參考資料
Blue Train.，檢自：http：//www.bluetrain.co.za/
交通部觀光局(2011年10月6日)。觀光局重視各市場努力爭取全球客源。，檢自：http：//taiwan.net.tw/m1.aspx?sNo=0017171