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系統識別號 U0026-0810201515535800
論文名稱(中文) 旅客搭乘體驗對大眾運輸知覺價值與忠誠度關係之研究-以台灣好行為例
論文名稱(英文) Travel Experience, Perceived Value and Loyalty in Mass Transit - A Case of Taiwan Trip
校院名稱 成功大學
系所名稱(中) 交通管理科學系
系所名稱(英) Department of Transportation & Communication Management Science
學年度 104
學期 1
出版年 104
研究生(中文) 邱雍晴
研究生(英文) Yung Ching Chiu
學號 R56021164
學位類別 碩士
語文別 中文
論文頁數 120頁
口試委員 指導教授-張有恆
口試委員-鄭永祥
口試委員-陳昭宏
口試委員-林宜欣
中文關鍵字 公車景點接駁服務  公路(市區)汽車客運業  搭乘體驗  網路口碑  態度  知覺價值  顧客忠誠度 
英文關鍵字 Tourist Shuttle service  Travel experience  Electronic word-of-mouth(E-WOM)  Attitude  Perceived value  Customer loyalty 
學科別分類
中文摘要 國人國內旅遊時主要利用的交通工具為自用汽車,比例高達62.7%,導致觀光地區尖峰時刻大量湧入私有運具,造成當地交通壅塞。以台灣為觀光目的地之旅遊人數快速增加,且自由行之需求也越來越高,為使國內外自由行旅客方便,並鼓勵國人以公共運輸出遊之行為,提升「台灣好行」承載率著為重要。
在運輸領域之研究中,常以服務品質來進行一運輸工具之績效評估,判斷業者服務的結果是否達到顧客所期望的標準,進而探討其對顧客忠誠度之影響,鮮少以體驗來探討對忠誠度之影響。此外,交通部觀光局調查2013年國人旅遊資訊來源有36.3%的比例為電腦網路,「台灣好行」又主要以自由行旅客為主,自由行旅客較可能上網搜尋有關「台灣好行」之資訊與評論,因此本研究主要探討旅客搭乘體驗與網路口碑對旅客行為之影響。
本研究以「台灣好行」合作之公路(市區)汽車客運業為研究範圍,了解旅客搭乘體驗所包含之因素,利用結構方程模式探討其與「網路口碑」如何影響「態度」、「知覺價值」與「顧客忠誠度」等構面。研究結果顯示正向的搭乘體驗能提升旅客對「台灣好行」之態度與知覺價值,進而引發正向的忠誠度,而網路上之評價能正向影響旅客對「台灣好行」之態度,再透過態度進而影響旅客忠誠度。
最後依據研究結果,給予「台灣好行」各相關單位管理上之建議,供其作為參考,希望藉以提高國人搭乘公共運輸出遊之使用率、達到節能減套之效果並使「台灣好行」達到永續經營。
英文摘要 Tourism Bureau of Ministry of Transportation and Communications (MOTC) had a survey which showed that personal vehicle is still the main transportation for most Taiwanese. It is so many private vehicles enter tourist area that makes local traffic congestion. In recent years, more foreign backpackers came to Taiwan, so government should not underestimate the importance of Taiwan Trip.
The service quality model has been widely applied in the transport literature. Transport research has most often evaluated transit service quality based on passenger cognitive expectations and perceptions of traditional core transportation attributes such as comfort or safety. However, the travel experience has been researched very rarely. Otherwise, according to a survey made by Tourism Bureau, 36% of tourists obtain travel information from internet. For this reason, this study discussed how travel experience and electronic word-of-mouth(E-WOM) influence traveler’s behavior.
This research has a case study in Taiwan Trip. The factor analysis is used to find a multiple-item scale for measuring travel experience. Structural equation modeling is used to analyze how travel experienc and E-WOM affect other constructs. The results show that travel experience has positive impact on attitude, perceived value and customer loyalty. Attitude mediates the relationships between E-WOM and customer loyalty .
Finally, according to research results, giving advices to related agencies of Tawain Trip to promote public transit travel, reduce carbon emission and make Tawain Trip become an sustainable transport system.
論文目次 目錄 i
表目錄 iv
圖目錄 vi
第一章 緒論1
1.1 研究背景與動機1
1.2 研究目的6
1.3 研究對象與範圍7
1.4 研究流程7

第二章 文獻回顧10
2.1 大眾運輸服務績效評估與忠誠度10
2.2 搭乘體驗13
2.3 網路口碑14
2.4 態度16
2.5 知覺價值18
2.6 顧客忠誠度19
2.7 「台灣好行」之發展概況20
2.7.1 歷史與路線內容22
2.7.2 營運概況25
2.7.3 推動架構25
2.8 國內外觀光巴士案例 26
2.8.1 「台灣觀巴」26
2.8.2 美國Island Explorer旅遊接駁服務28
2.8.3 日本那霸市周遊公車 29
2.8.4 大巴士旅遊服務29
2.9 小結31

第三章 研究方法33
3.1 研究架構與假設33
3.1.1 研究架構33
3.1.2 研究假設34
3.2 研究變項之操作性定義及衡量38
3.2.1 搭乘體驗38
3.2.2 網路口碑38
3.2.3 態度40
3.2.4 知覺價值40
3.2.5 顧客忠誠度41
3.3 研究設計42
3.3.1 調查方法42
3.3.2 問卷設計44
3.3.3 問卷內容45
3.4 資料分析方法及應用 45
3.4.1 敘述性統計分析46
3.4.2 變異數分析47
3.4.3 因素分析47
3.4.4 信度與效度分析46
3.4.5 驗證性因素分析48
3.4.6 結構方程模式49
3.5 小結50

第四章 實證分析51
4.1 回收樣本之基本敘述統計分析51
4.1.1 問卷回收情形51
4.1.2 基本資料敘述統計分析52
4.1.3 各變數之敘述統計分析56
4.2 搭乘體驗之因素分析 62
4.3 信度分析68
4.4 驗證性因素分析69
4.4.1 驗證性因素分析與校估 70
4.4.2 收斂效度分析73
4.4.3 區別效度分析75
4.5 結構方程模式分析結果76
4.5.1 結構方程模式(SEM)建立76
4.5.2 結構方程模式分析與校估77
4.5.3 對立模式78
4.5.4 結構方程模式假設驗證 79
4.5.5 中介效果驗證85
4.5.6 分群樣本分析87
4.6 小結 92

第五章 結論與建議96
5.1 結論 96
5.2 建議 100
5.3 未來研究建議103
5.4 研究貢獻104
參考文獻 105
一、 中文部分105
二、 英文部分106
三、 網站資料116
附錄一正式問卷117
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9. 曾偉銘 (2014)。探討真實性、參觀體驗、品牌態度、口碑與購買意願關係之研究-以觀光工廠為例。國立成功大學交通管理科學系碩士論文。
10. 黃怡齡 (2013)。網路口碑對消費者購買意願之影響-以民宿業為例。國立成功大學企業管理研究所碩士在職專班碩士論文。

參考文獻-網頁
1. Big Bus Tour:eng.bigbustours.com
2. Island Explorer:http://www.exploreacadia.com/
3. 中華民國交通部:http://www.motc.gov.tw/ch/index.jsp
4. 中華民國交通部觀光局:http://taiwan.net.tw/w1.aspx
5. 台灣好行網站: http://www.taiwantrip.com.tw/
6. 台灣觀巴網站:http://www.taiwantourbus.com.tw/
7. 那霸市周遊公車-結結號:http://www.nahama-i.jp/
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