臺灣博碩士論文加值系統

近年來由於週休二日生活形態逐漸定型，國人生活形態轉變，對休閒旅遊需求增加，於是以服務為主的觀光產業逐漸興起。雲林縣「澄霖沉香味道森林館」為國內最大的沉香自然景觀休閒農場。園區整體以日式禪風的簡約典雅為主軸，擁有一大片景觀生態池，庭園中種植多達80多種樹種可供觀賞，並投入保健食品開發，拓展沉香用途。遊客在做產品評估時，常會面對多重線索的判斷，其中品牌形象成為一種消費吸引力，而遊客對於產品的知識與知覺價值，都會影響遊客的重遊意圖，因此本研究同時考量內部與外部線索對消費者購買意圖的影響，分別探討知識價值、產品知識及品牌形象對於重遊意願的影響；並進一步比較有無購買沉香產品遊客重遊意圖之因素（包括產品知識、品牌形象、知覺價值）是否不同。
以「澄霖沉香味道森林館」為研究基地，年齡18歲以上的遊客為研究對象，基於新冠肺炎疫情的影響，以通過發送電子問卷的滾雪球抽樣方式進行調查，共獲得591份有效問卷。分結果顯示受訪者者男性占多數，年齡分布多集中於31~40歲，職業以工商服務業為多，教育程度集中於國高中職占35%，收入多集中於50,001~100,000元，居住地點以中部占最多，婚姻狀況以已婚為最多數，交通工具部分最多為開車前往，以他人介紹、沒有參加導覽與沒有購買沉香產品為多數。多變量分析發現不同屬性背景的遊客對於產品知識、品牌形象與知覺價值等之影響結果、程度不一；迴歸分析部分則發現品牌形象與知覺價值對於重遊意圖有顯著性的影響，但產品知識卻不盡然。進一步比較有無購買沉香產品遊客重遊意圖之因素（包括產品知識、品牌形象、知覺價值）是否不同，結果發現有購買沉香產品遊客的重遊意圖，僅知覺價值對於重遊意圖有顯著性的影響；無購買沉香產品遊客的重遊意圖，品牌形象與知覺價值對於重遊意圖有顯著性的影響。上述研究結果有助於類似銷售本研究產品的旅遊目的地參考，也提供未來研究方向一些建議。

In recent years, as the two-day holiday lifestyle has gradually taken shape, the lifestyle of the Taiwanese people has changed and the demand for leisure travel has increased, resulting in the gradual rise of service-oriented tourism industries. The Chenglin Agarwood in Yunlin County is the largest natural landscape leisure farm of incense in Taiwan. The garden has a large landscape ecological pond and more than 80 species of trees planted in the garden for appreciation, and has invested in health food development to expand the use of incense. When evaluating products, tourists are often faced with multiple clues, among which brand image becomes a consumer attraction, and tourists’ knowledge and perceived value of the products affect their intentions to revisit. We further compare whether there are different factors (including product knowledge, brand image, and perceived value) on the intention to revisit by tourists who have/have not purchased agarwood products.
A total of 591 valid questionnaires were obtained through a snowball sampling method by sending electronic questionnaires based on the impact of the new pneumonia epidemic. The results showed that the majority of respondents were male, the age distribution was mostly 31-40 years old, the occupation was mostly in the industrial and commercial service industry, the education level was mostly in high school and high school (35%), the income was mostly in the range of $50,001-100,000, the place of residence was mostly in central Taiwan, the marital status was most often married, the transportation was mostly by car, and the number of tourists who were introduced by others, did not take a tour, and did not buy incense products was most. The majority of respondents were introduced by others, did not participate in tours, and did not purchase incense products. The multivariate analysis revealed that tourists with different socio-demographics had different degrees of influence on product knowledge, brand image and perceived value. The regression analysis revealed that brand image and perceived value had significant influence on the intention to revisit, but not product knowledge. Further, brand image and perceived value had a significant effect on the intention to revisit for tourists who purchased agarwood products, while brand image and perceived value had a significant effect on the intention to revisit for tourists who did not purchase agarwood products. The findings are useful for the reference of tourist destinations similar to those selling the agarwood products in this study, and also provide some suggestions for future research directions.

中文摘要...................i
英文摘要..................ii
目錄......................iv
表目錄....................vi
圖目錄...................vii
第一章 緒論................1
1.1 研究背景與動機........1
1.2 研究目的..............2
1.3 名詞解釋..............2
1.4 研究流程..............4
第二章 文獻回顧.............5
2.1 沉香產品..............5
2.2 產品知識..............5
2.3 品牌形象..............9
2.4 知覺價值..............13
2.5 重遊意圖..............16
第三章 研究方法.............19
3.1 研究架構與假設.........19
3.2 研究基地..............20
3.3 資料收集..............21
3.4 分析方法..............25
第四章 資料分析.............27
4.1 敘述性統計與信度分析...27
4.2 獨立樣本t檢定.........34
4.3 單因子變異數分析.......36
4.4 迴歸分析..............42
4.5 假說檢定結果..........44
第五章 結論與建議...........46
5.1 研究貢獻與建議.........46
5.2 研究限制...............47
參考文獻....................48
附錄、問卷..................55
英文論文大綱................58

丁昭尤(2009)。體驗行銷、體驗價值、觀光意象、遊客滿意度與忠誠度關係之研究—以台東青山休閒農場為例。未出版碩士論文，國立臺東大學資訊管理學系碩士班，台東。
王業竣、郭芳智、張世其(2014)。消費者油電混合車知覺價值對購買意願影響之研究。管理資訊計算，3，304-317。
左澤芳(2008)。溫泉旅館服務接觸及品牌形象對顧客重遊意願影響之研究。未出版碩士論文，銘傳大學觀光研究所，台北。
李君如(2007)。從工業經濟到體驗經濟-以觀光創造新藍海的傳統產業。服務創新與企業家精神觀光工廠研討會論文集。靜宜大學，台中。
李君如、陳俞伶(2009)。觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度關係之研究-以白蘭氏觀光工廠為例。顧客滿意學刊，5(1)，P93-120。
李美宜(2011)。體驗行銷、體驗價值與顧客忠誠度關係之研究－以宜蘭地區民宿為例。未出版碩士論文，高雄餐旅大學餐旅管理研究所在職專班，高雄市。
李濬麟(2008)，品牌形象、服務品質及接駁服務對遊客滿意度與重遊意向之影響－以首都客運北宜線為例。未出版碩士論文，中華大學運輸科技與物流管理學系，新竹。
林美伶(2008)。音樂教室教師教學實際知識之個案研究。未出版碩士論文，臺東大學進修部教育行政碩士班（夜間），台東。
林南宏、王文正、邱聖媛、鍾怡君(2007)。產品知識及品牌形象對購買意願的影響－產品類別的干擾效果。行銷評論，4(4)，481-504。
林忠明(2012)。我族傾向與購買進口貨意願間關係之研究。建國科大社會人文期刊，31(1)，71-93。
林碧霞(2007)。品牌形象及產品知識對購買意願之影響－價格折扣干擾效果之探討。未出版碩士論文，大同大學事業經營研究所，台北。
胡天鐘、簡秋婷(2011)。產品知識、產品通路影響消費者態度及購買意願之研究－以中草藥保健食品暨科學中藥為例。聯大學報，8(1)，201-224。
吳忠宏、黃宗成、邱廷亮(2004)。玉山國家公園遊客旅遊動機、期望、體驗、滿意度與重遊意願之研究。國家公園學報，14(2)，23-41。
吳世彬(2007)。沉香的現代發展及其應用。未出版碩士論文，佛光大學生命學研究所，宜蘭。
吳明一(2009)，休閒農業區景觀環境. 與遊客滿意度之研究－以枕頭山休閒農業區為例。未出版碩士論文，佛光大學未來學研究所，宜蘭。
徐村和、張景盛、 陳卜僑、黃俊英、蔡岳展、藍宜亭(2010)。品牌形象與顧客滿意對再購意願之影響－以台灣啤酒為例。正修學報，23，197-210。
曾建薰(2008)。遊客滿意度、重遊意願、旅遊頻度結構分析及替代模型比較驗證研究－以惠蓀林場森林遊樂區為例。未出版碩士論文，中興大學森林學系所，台中。
曾建薰、羅紹麟(2005)。惠蓀林場森林遊樂區遊客重遊意願之研究。林業研究季刊，27(4)，115-124。
張嘉雯、張寶蓉、許芳瑜(2014)。以體驗行銷探討遊客體驗價值對重遊意願之因素‐以鹿港老街為例。未出版碩士論文，逢甲大學企業管理研究所，台中。
澄霖沉香味道森林館(2021a)。澄霖沉香味道森林館，下載日期：2021年6月4日，取自：https://www.chenglin.farm/article/4/。
澄霖沉香味道森林館(2021a)。熱銷產品，下載日期：2021年6月4日，取自：https://www.agarwood-tw.com/shop/frontend/index。
黃郁婷(2015)。產品知識、通路選擇、有機驗證標章對消費者知覺價值及購買意願之影響–以臺灣有機食品為例。未出版碩士論文，國立成功大學企業管理研究所，臺南。
楊緒永(2009)。品牌形象、知覺價值、口碑、產品知識與購買意願之研究－以手機為例，未出版碩士論文，南華大學管理科學研究所，嘉義。
廖珮彣、林陽助(2015)。體驗行銷、體驗價值與顧客忠誠度關係之研究─以薰衣草森林為例。未出版碩士論文，東吳大學企業管理學系，台北。
鄭安盛、陳禎祥、王英宏(2016) 。通路自有品牌定位、形象與品牌權益關係之研究。遠東學報，23(1)，2-3。
彭心妮(2009)。整合行銷傳播、旅遊體驗、旅遊意象與重遊意願關係之研究─以古坑柳丁節為例。未出版碩士論文，南華大學事業管理研究所，嘉義。
Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
Ajzen, I., & Driver, B. L. (1992). Application of the theory of planned behavior to leisure choice. Journal of Leisure Research, 24, 207-224.
Anderson, E. W., & Sullivan, W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12, 125-143.
Babin B. J., & Attaway, J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49, 91-99.
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14(1), 83-95.
Biel, A. L. (1991). The brandscape: converting brand image into equity. Admap, 26(10), 41-46.
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32, 6-12.
Blattberg, R. C., & Wisniewski, K. (1989). Price-induced patterns of competition. Marketing Science, 8(4), 291-309.
Breur, T. (2006). The importance of focus for generating customer value. Journal of Financial Services Marketing, 11(1), 64-71.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12, 1-16.
Bruwer, J., Chrysochou, P., & Lesschaeve, I. (2017). Consumer involvement and knowledge influence on wine choice cue utilisation. British Food Journal, 119(4), 830–844.
Chen, S., & Quester, P. (2006). Modeling store loyalty: Perceived value in market orientation practice. The Journal of Services Marketing, 20, 188-204.
Chi, M. T. H., Glaser, R., & Rees, E. (1982). Expertise in problem solving, In R. Sternberg (Ed.), Advances in the psychology of human intelligence (pp. 7-75). Hillsdale, NJ: Eribaum.
Cronin, J. J. Jr., 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, 193-216.
Dobni, D. (1990). In search of brand image: A foundations analysis. Advances in Consumer Research, 17, 110-119.
Dodd, T. H., Laverie, D. A., Wilcox, J. F., & Duhan, D. F. (2005). Differential effects of experience, subjective knowledge, and objective knowledge on sources of information used in consumer wine purchasing. Journal of Hospitality & Tourism Research, 29(1), 3-19.
Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12, 85-90.
Duncan, T., & Moriarty, S. E. (1998). A communication based marketing model for managing relationships. Journal of Marketing, 62, 1-13.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior. New York: Dryden Press.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56, 6-21.
Fryxell, G. E., & Lo, C. W. H. (2003). The influence of environmental knowledge and values on managerial behaviours on behalf of the environment: An empirical examination of managers in China. Journal of Business Ethics, 46(1), 46-69.
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11, 509-514.
Guo, L., & Meng, X. (2008). Consumer knowledge and its consequences: An international comparison. International Journal of Consumer Studies, 32, 260-268.
Jo, M.-S., Nakamoto, K., & Nelson, J. E. (2003). The shielding effects of brand image against lower quality countries-of-origin in global manufacturing. Journal of Business Research, 56, 637- 646.
Juntunen, M., Juntunen, J., & Juga, J. (2011). Corporate brand equity and loyalty in B2B markets: A study among logistics service purchasers. Journal of Brand Management, 18(4-5), 300-311.
Kahle, L., Basil, P., & Ajay, S. (1998). Changes in social values in the United States during the past decade. Journal of Advertising Research, 2/3, 35-41.
Kamins, M. A., & Marks, L. J. (1991). The perception of Kosher as a third party certification claim in advertising for familiar and unfamiliar brands. Journal of the Academy of Marketing Science, 19, 177-185.
Keller, K. L. (1993) Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 57, 1-22.
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10, 14-19.
Kotler, P. (1999). Marketing management: Analysis, planning, implementation and control. Englewood Cliffs, NJ: Prentice-Hall.
Kozak, M. (2001) Repeater’s behavior at two distinct destinations. Annals of Tourism Research, 28(3), 784-807.
Lee, S., & Milewicz, C. (2014). Investigating form and function influences on follower products’ performance. The Marketing Management Journal, 24(2), 136-148.
Mitchell, A. A., & Dacin, P. A. (1996). The assessment of alternative measures of consumer expertise. Journal of Consumer Research, 23(3), 219-239.
Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18, 67-82.
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, 168-170.
Park, C. W., & Moon, B. J. (2003). Product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology and Marketing, 20(11), 977-997.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept image management. Journal of Marketing, 50, 135-145.
Patterson, P. G., & Spreng, R. A. (1997). Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business services context: An empirical examination. International Journal of Service Industry Management, 8(5), 414-434.
Peng, N., & Chen, A. H. (2015). Diners’ loyalty toward luxury restaurants: The moderating role of product knowledge. Marketing Intelligence & Planning, 33(2), 179-196.
Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119-134.
Raju, J. S., Sethuraman, R., & Dhar, S. K. (1995). The introduction and performance of store brands. Management Science, 41(6), 957-978.
Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15, 53-264.
Robertson, R. A., & Regula, J. A. (1994). Recreational displacement and overall satisfaction: A study of central Iowa's licensed boaters. Journal of Leisure Research, 26(2), 174-181.
Shelby, B., Bregenzer, N., & Johnson, R. (1988) Displacement and product shift: Empirical evidence from Oregon rivers. Journal of Leisure Research, 23, 173-187.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: Theory and application. Cincinnati, OH: South-Western.
Smith, S., & Wheeler, J. (2002). Managing the customer experience: Turning customers into advocates. London: Prentice Hall.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4 (3), 199-241.
Villarejo-Ramos, A. F., & Sánchez-Franco, M. J. (2005). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management, 12(6), 431-445.
Viot, C. (2012). Subjective knowledge, product attributes and consideration set: The wine case. International Journal of Wine Business Research, 24(3), 219-248.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.