記憶對消費者的影響，一直是重要的研究主題，對於人們未來的決策行為也有明顯的影響，過去學術界將研究著重在正、負面的經驗為主，本研究拓展至探討各種不同情境下，記憶如何影響消費者的決策。本研究將經驗特殊性(特殊/普通)、經驗屬性(正向/負向)、情境因素(換同行對象/換地點)，做為自變數，以了解不同變數組合的情境下，對重遊意願所帶來的影響。此外，本研究希望能夠了解過去經歷的經驗屬性(正向/負向)造成的重購意願在變數的干擾效果下，是否會受到影響，在此選擇了後續口碑(正向/負向)、後續價格(漲價/跌價)兩個干擾變數，透過不同變數組合的情境了解對重購意願所造成的影響。研究結果顯示: 1. 經驗特殊性中，經驗「普通」比經驗「特殊」會產生較高的重遊意願。 2. 經驗屬性中，「正向」經驗比「負向」經驗會產生較高的重遊意願。 3. 情境因素中，「換地點」比「換同行對象」會產生較高的重遊意願。 4. 經驗屬性中，「正向」經驗比「負向」經驗會產生較高的重購意願。 5. 在「換同行對象」的情境因素時，經驗「普通」比起經驗「特殊」的重遊意願高；在「換地點」的情境因素時，經驗「特殊」和經驗「普通」對重遊意願沒有顯著的差異。 6. 在「正向」經驗上，後續價格的「漲價」及「跌價」影響重購意願的差距較大，「負向」經驗上，後續價格「漲價」及「跌價」影響重購意願的差距較小。 Memories will affect people's behavior of decision-making. Past researches were focus on positive/negative experiences. However, we would like to discuss that how memories influence consumer decision-making under different situations. This study manipulated three independent variables: experience uniqueness, experience attribute, and situation factor. Therefore, we can understand how the willingness of revisit affected by the different combinations of variables. Besides, this research would like to examine whether the past experiences affect the willingness of repurchasing, and the influences of moderator variables. The results were stated as below: 1. Common experience will let consumer have higher willingness to revisit than special experience. 2. Positive experience will let consumer have higher willingness to revisit than negative experience. 3. Change trip mate will let consumer have higher willingness to revisit than change destination. 4. Positive experience will let consumer have higher willingness to repurchase than negative experience. 5. When the situation factor is change trip mate, common experience will let consumer have higher willingness to revisit than special experience. When the situation factor is change destination, there is no significant difference between special experience and common experience. 6. When the attribute of experience is positive, increase price and decrease price have greater influence on willingness to repurchase than negative experience.
