| 摘要: | 在旅遊供應鏈中，線上旅遊平台集結了各式各樣的住宿、機票、租車以及旅遊行程的服務方便遊客在線上可以進行購買。也隨著互聯網和資訊技術的飛速發展，旅遊者出遊前可以透過互聯網、社群媒體或線上旅遊平台上搜尋適合自己的旅遊產品和服務。然而，消費者體驗對於每個人的感受到的認知是不同的，透過接收到不同的資訊以及服務而做出決策，因此本研究欲探討消費者在線上旅遊平台的消費者體驗對再購意願的影響，是否會受到認知需求的干擾。
本研究以網路問卷進行調查，採取便利抽樣方式進行資料蒐集，主要抽樣對象為以文化大學學生為主，近一年內有在線上旅遊平台購買相關旅遊產品經驗的一般消費者為主。共發放519份問卷，再剔除掉15份無效問卷，共回收504份有效問卷，回收率為97.1%。研究結果顯示，主觀規範以及知覺行為控制都具有顯著的影響，因此線上旅遊平台體驗行銷與再購意願是有顯著的正相關，因此假說一獲得支持，但認知需求對於兩者的關係則具有顯著的負向干擾效果，故假說二未獲得支持。最後依據研究結果提出實務意涵、管理意涵以及未來建議。
In the tourism supply chain, online travel platforms gather a variety of accommodation, air tickets, car rental and travel itinerary services for tourists to purchase online. With the rapid development of the Internet and information technology, tourists can search for travel products and services suitable for themselves through the Internet, social media or online travel platforms before traveling.
However, consumer experience has different cognitions for everyone’s feelings, and decisions are made by receiving different information and services. Therefore, this study intends to explore the influence of consumer experience on online travel platforms on consumers‘ repurchase intentions Influence, whether it will be interfered by need for cognition .
This research uses an online questionnaires to conduct sueveys and uses convenient sampling method for data collection. The main sampling objects are students of Chinese Culture University, and general consumers who have experience in purchasing related travel products on online travel platforms in the past year. A total of 519 questionnaires were distributed, and 15 invalid questionnaires were eliminated. A total of 504 valid questionnaires were recovered, with a recovery rate of 97.1%.
The research results show that both subjective norms and perceived behavioral control have a significant impact, so experience marketing on online travel platforms has a significant positive correlation with repurchase intentions, so Hypothesis 1 is supported, but need for cognition have a significant impact on the relationship between the two The negative interference effect, so the hypothesis two are not supported.Finally, according to the research results, the practical implications, management implications and future suggestions are put forward. |
