團體套裝旅遊購物站設計對於消費者購前評估之影響

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Title:	團體套裝旅遊購物站設計對於消費者購前評估之影響
Authors:	劉學宏
Contributors:	觀光休閒事業管理研究所碩士在職專班
Keywords:	團體套裝旅遊 group package tour 遊程設計 itinerary design 購物站 shopping spot 購前評估 pre-purchase evalution
Date:	2011
Issue Date:	2012-12-13 09:14:27 (UTC+8)
Abstract:	團體套裝旅遊(Group Package Tour, GPT)係為眾多亞洲國家主要旅遊模式之一。旅遊產品具有無形性及不確定性，無法藉由展示，降低購買決策風險；因此，致使消費者購買旅遊產品之時，經常運用產品相關之線索，做為購買決策之依據。「購物安排」係為團體套裝旅遊行程之中不可或缺，然而，亦為影響旅遊體驗與旅遊品質甚鉅之旅遊活動。回顧過往文獻，迄今尚乏購物站類型與安排方式對於消費者購前評估(諸如：預期品質、知覺風險與購買意願)影響之研究，藉以提供旅行業者遊程設計與規劃之參考。為求釐清購物站類型與安排方式對於消費者購前評估之影響效果，本文運用2 × 2混合因子設計，亦即二項購物站類型(受試者間因子設計)：產品導向與過程導向與二項購物站安排方式(受試者內因子設計)：購物據點與納入正式行程，驗證購物站類型以及安排方式對於消費者的購前評估(亦即預期產品品質、知覺風險與購買意願)之影響效果。本文運用便利抽樣針對桃園國際機場出境大廳之出境旅客，檢測本研究之假設。研究結果顯示，受試者偏好過程導向之購物站搭配納入正式行程之購物站安排；相反地，受試者較為不偏好產品導向之購物站搭配購物據點之購物站安排。此外，本文亦於文末針對研究結果提出學術與管理意涵，與未來研究方向之建議。 This Group package tour is one of the most popular travel patterns for many Asian countries. The intangibility and uncertainty of travel products make them difficult to reduce the risk of purchasing decision by display, and consumers thus often depend on related cues of the product for purchase decision when purchasing travel products. Shopping arrangement is one of the indispensible parts of group package tour and it is also an activity that largely affects tourist experience and tour quality. Empirical study for the effects of shopping-spot types and shopping arrangement on the consumers’ pre-purchasing evaluations (i.e., expected product quality, perceived risk and willingness to buy) is still wanting to provide reference for travel agents to design and plan their itineraries. In order to clarify the effects of shopping-spot types and shopping arrangement on the consumers’ pre-purchasing evaluations, a 2 × 2 mixed factorial design was used in this study – with two shopping-spot types (between subjects): product-orientation and process- orientation and two shopping-spot arrangements (within subjects): tourist shopping-habitat and official tour-itinerary– to examine these effects on the consumers’ pre-purchase evaluations (i.e., expected product quality, perceived risk and willingness to buy). Convenience sampling was used in this study for departing passengers in the departure hall at Taiwan Taoyuan International Airport to examine the hypotheses of this study. Results of this study indicated that process-oriented shopping spot with official tour-itinerary were preferred for the subjects. On the contrary, product-oriented shopping spot with tourist shopping-habitat were less preferred for the subjects. Furthermore, some implications for academics and management and suggestions for further research are also provided in the end of this study according to the results of this study.
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