通路選擇：以媒體豐富理論與擬社會互動探討影響旅遊套裝行程購買因素

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蘇珮慈(Su,Pei-Tzu) 查詢紙本館藏

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論文名稱

通路選擇：以媒體豐富理論與擬社會互動探討影響旅遊套裝行程購買因素
(Channel Choice: Explore Influence Factors of Travel Tour Package Purchase Based on Media Richness Theory and Para-social Interaction.)

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摘要(中)

隨著網路科技的發展，消費者購買旅遊商品已不局限於實體通路，旅遊商家提供多元的商品資訊給消費者，並且透過與公眾人物合作增加商品的曝光度。消費者根據商家在線上與實體通路提供的商品資訊進行抉擇，然而消費者的購買行為會受到態度中認知、情感與行為意圖所影響。因此本研究透過媒體豐富理論與擬社會互動來探討影響消費者套裝旅遊購買的因素。研究使用網路問卷調查方式，以台灣地區的民眾作為研究對象，共回收431份有效問卷，並以結構方程模式進行假設驗證分析。研究結果顯示擬社會互動對消費者情感因素有顯著的影響，而對消費者認知因素沒有顯著的影響。媒體豐富理論中，立即回饋能力、資訊品質及傳遞多元線索對消費者情感因素皆有顯著的影響，但在認知因素方面，只有傳遞多元線索產生顯著影響。最後，商店型態在傳遞多元線索對消費者認知因素及情感因素、擬社會互動對消費者情感因素間有顯著的調節效果。

關鍵字：擬社會互動、媒體豐富理論、認知因素、情感因素、行為意圖、購買行為、線上與實體商店

摘要(英)

With the development of Internet technology, consumers buy travel products is no longer limited to offline store. Tourist agency provide diverse tourism product information to consumers, and increasing the visibility of goods through cooperation with public figures. Consumers make choices based on product information provided by online store and offline store. However, consumer purchasing behavior is influenced by the attitude of the cognitive, affective and behavioral intentions. Therefore, this study to explore in fluence factors of Travel Tour Package Purchase based on Media Richness Theory and Para-social Interaction.This study collected responses from Taiwanese respondents and received 431 effective samples through internet questionnaires. Structural Equation Modeling (SEM) is applied to test the hypotheses of this study.The results show that para-social interaction has a significant impact on consumer’s affective factors, but has no significant impact on consumer’s cognitive factors. In the theory of media richness, immediate feedback, information quality and transmit multiple cues have significant effects on consumer’s affective factors, but only transmit multiple cues have significant effects on cognitive factors. Finally, Shop patterns have significant moderating effects on consumer′s cognitive and affective factors, and on consumer′s affective factors through para-social interaction.

Key words: Para-Social Interaction, Media Richness Theory,Cognitive Factors,Affective Factors, Behavioral Intentions,Purchasing Behavior, Online and Offline Stores.

關鍵字(中)

★ 擬社會互動
★ 媒體豐富理論
★ 認知因素
★ 情感因素
★ 行為意圖
★ 購買行為
★ 線上與實體商店

關鍵字(英)

★ Media Richness Theory
★ Para-Social Interaction
★ Cognitive Factors
★ Affective Factors
★ Behavioral Intentions
★ Purchasing Behavior
★ Online and Offline Stores

論文目次

目錄
摘要 I
Abstract II
致謝 III
目錄 IV
圖目錄 VI
表目錄 VI
第一章緒論 1
1-1研究背景與動機 1
1-3研究流程 4
第二章文獻探討 5
2-1媒體豐富理論 (Media Richness Theory) 5
2-2擬社會互動 (Para-social Interaction) 7
2-3-1態度(Attitude) 9
2-3-2認知 (Cognitive) 11
2-3-3情感 (Affective) 12
2-3-4行為意圖 (Behavioral Intention) 13
2-3-5購買行為 (purchasing behavior) 14
第三章研究方法 16
3-1研究架構 16
3-2研究假設 17
3-3變數操作型定義及問項 24
3-4研究對象與資料來源 30
3-5統計分析方法 30
3-5-1樣本資料分析 31
3-5-2信度檢定 31
3-5-3效度檢定 31
3-5-4假設驗證 32
第四章資料分析與研究驗證 37
4-1 樣本基本資料分析 37
4-2研究構面敘述性統計分析 41
4-3測量模型之信效度分析 43
4-3-1信度分析 43
4-3-2效度分析 44
4-4 結構模型路徑分析 47
4-4-1研究模型與模型配適度檢定 47
4-4-2路徑分析結果與討論 48
4-4-3調節變數分析 52
第五章結論與建議 55
5-1 研究意涵 55
5-2 研究限制與後續研究建議 58
附錄問卷 69

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指導教授

洪秀婉(Hung,Shiu-Wan)

審核日期

2019-6-24

推文