臺灣博碩士論文加值系統

跳島郵輪旅遊業者創造真正的體驗價值，且在遊客對整體旅遊體驗，感受知覺到不同風險及滿意度下，是否可提升旅遊者的重遊意願，維持市場客源，這是跳島郵輪產業最重要的參考意義。然而過去研究多以知覺價值理論分析，本研究以 S-O-R 理論為基礎，梳理了前人的研究成果，選擇以旅遊體驗為自變數、知覺風險、及滿意度為中介變量、再購意願為因變數，運用文獻研究和數理統計方法，探索跳島郵輪旅遊顧客體驗對顧客滿意度、再購意願的作用機制。在更廣泛的意義上，本研究欲提出的模型可以用來改進現有的消費者行為理論和分析架構，因為它為如何將行為心理學的要素（例如 S-O-R 模型）與消費者行為研究的要素結合起來提供了建議。最後本研究結果顯示跳島郵輪旅遊的旅遊體驗對知覺風險具有正向影響; 知覺風險在旅遊體驗對顧客滿意度、再購意願具中介效果。最後並提出應設法提供增強遊客的積極情緒體驗和滿意感的活動、上岸行程規劃等實務建議

Island-hopping cruise operators aim to create genuine experiential value, and the extent to which they can enhance tourists' willingness to revisit and sustain market share amidst divergent perceptions of risk and satisfaction with the overall travel experience is a crucial reference for the industry. However, previous research has predominantly relied on the perceived value theory to examine this phenomenon. In this article, we attempt to employ the S-O-R theory as a framework to synthesize prior research findings. Specifically, we selected tourist experience as the independent variable, and perceived risk and satisfaction as the mediating variables, with repeat purchase intention as the dependent variable. Through a comprehensive review of relevant literature and statistical analysis, we investigate the mechanisms through which the island-hopping cruise customer experience influences customer satisfaction and repeat purchase intention. In a broader context, the model proposed in this study has the potential to advance existing consumer behavior theories and analytical frameworks, as it offers suggestions on how to integrate elements of behavioral psychology, such as the S-O-R model, with consumer behavior research. Finally, the results demonstrate that the island-hopping cruise travel experience positively affects perceived risk, and perceived risk serves as a mediator between tourist experience and customer satisfaction and repeat purchase .

目錄
摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、緒論 1
1.1 研究動機與目的 1
1.2 研究動機 4
1.3 研究目的 7
1.4 研究流程 8
二、文獻探討 10
2.1 Stimulus-Organism-Response( S-O-R)理論基礎 10
2.2 跳島郵輪旅遊 13
2.3 刺激:遊憩體驗 20
2.4 有機體：知覺風險 24
2.5 回應：顧客滿意度 31
2.6 回應：再購意願 34
2.7 顧客遊憩體驗與後果 36
2.9 知覺風險與旅遊滿意度與再購意願的中介效果 40
三、研究方法 41
3.1 研究變項與架構 41
3.2 研究假設 42
3.3 研究流程與對象 42
3.4 研究變項之操作性定義說明與測量方法 43
四、研究結果 49
4.1 樣本結構分析 49
4.2 量表信度分析 52
4.3整體測量模型 57
4.4. 結構路徑模型 60
4.5 中介分析 62
五.討論和結論 63
5.1研究結果 63
5.2研究討論 65
5.3研究貢獻與管理意涵 68
5.4研究限制 69
參考文獻 70
一、 中文部分 70
二、 英文部份 72
附錄一、正式問卷 80
表目錄
表1 郵輪遊憩體驗量表 44
表2 知覺風險量表 45
表3 遊客滿意度量表 46
表4 再購意願量表 47
表5 樣本結構分佈 50
表6 遊憩體驗量表信度 53
表7 知覺風險量表信度 54
表 8 旅遊滿意度量表信度 56
表 9 再購意願量表信度 56
表10 測量模型適配度分析 57
表11 區別效度檢測 58
表12 驗證性因素分析 59
表 13 結構路徑模型的假設檢驗結果。 60
表14 SOBEL TEST 路徑分析 62
表15 研究假說驗證結果 64




圖目錄
圖1 研究流程圖 9
圖2 S-O-R理論模型 10
圖3 研究架構 41
圖4 結構方程模型圖 61

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