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系統識別號 U0026-1707201818451700
論文名稱(中文) 探討共享單車使用對旅遊體驗影響之研究
論文名稱(英文) Exploring the use of bike sharing system on tourism experience
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 106
學期 2
出版年 107
研究生(中文) 黃家怡
研究生(英文) Chia-Yi Huang
學號 R56051054
學位類別 碩士
語文別 英文
論文頁數 87頁
口試委員 指導教授-陳勁甫
口試委員-蔡東峻
口試委員-溫傑華
中文關鍵字 歸因理論  共享單車系統  功能性價值  情感性價值  享樂性  知覺獨特性  旅遊體驗 
英文關鍵字 attribution theory  bike sharing system  instrumental value  affective value  hedonics  perceived uniqueness  tourism experience 
學科別分類
中文摘要 在旅行決策的過程中,交通工具的選擇是極為重要的議題。以往許多搭乘大眾運輸或自行開車前往的旅客,在抵達旅遊目的地後,因為當地沒有方便移動的運具導致不少地區景點被旅客所忽略。近幾年來,由於共享單車系統在世界各大城市廣泛的使用,進而增加旅客對於旅遊景點深度體驗探訪的機會,並因此改變相較於過去無法達到的體驗差別。

過去在共享單車系統的研究著重在通勤旅次方面,卻較少人去討論觀光旅次的部分,故本研究主要以探討共享單車在旅遊目的地之使用對於旅遊體驗的影響。研究架構以歸因理論為鏈結,探討使用共享單車的知覺價值(功能性因素和情感性因素)、旅遊體驗(享樂性和知覺獨特性)、滿意度與忠誠度之間的關係。本研究在2018年2月發放並回收302份有效問卷。使用結構方程模式(SEM)進行數據分析驗證,研究結果顯示功能性與情感性知覺價值對旅遊體驗皆有正向影響,知覺獨特性對滿意度與忠誠度也都有正向影響,然而享樂性卻不會對忠誠度有顯著影響,但是可以經由旅客在旅遊目的地產生滿意感後,進而產生忠誠度。最後在實際應用的觀點上,依據分析結果對旅遊業者及共享單車系統業者提出相關建議及未來研究方向。
英文摘要 In the process of tourism decision making, the transport mode is a key issue for tourists. In the past, most of tourists took public transportation or self-driving to scenery site. However, some localized unique scenic spots were ignored by tourists, since it is difficult for them to shuttle in the city. In recent years, bike sharing system has been broadly set up in world-wide cities, which would enhance tourists’ opportunities in depth tourism experience at destinations, and changes the experience that cannot be achieved before.

Most of previous studies concerned the bike sharing system in the aspect of commuter trips, but this study focuses on the tourism trips. The purpose of this study is to explore the effect of the use of bike sharing system in the tourist destinations on tourism experience. Based upon the attribution theory, this study investigates the relationships among perceived value of bike use (instrumental factor and affective factor), tourism experience (hedonics and perceived uniqueness), satisfaction, and loyalty. A total of 302 valid questionnaires are obtained in February, 2018, which using structural equation modeling (SEM) technique. The results show that both instrumental and affective value of bike use have positive effects on tourism experience. Perceived uniqueness shows positive effect on satisfaction and loyalty as well, while hedonics is not significant related to loyalty, but tourists can be satisfied with the tourism destinations, which enhance the loyalty. From a practical perspective, this study provides important suggestion for tourism industry and the managers of bike sharing system in future research direction.
論文目次 Chapter 1 Introduction 1
1.1 Background 1
1.2 Motivation 2
1.3 Research objectives 5
1.4 Research procedures 6
Chapter 2 Literature review 8
2.1 Bike sharing 8
2.2 Tourism experience 14
2.2.1 Hedonics 19
2.2.2 Perceived uniqueness 20
2.3 Attribution theory 21
2.4 Motivations of using bike sharing 23
2.5 Perceived value of bike use 24
2.5.1 Instrumental value 25
2.5.2 Affective value 25
2.6 Satisfaction 26
2.7 Loyalty 27
Chapter 3 Research methodology 28
3.1 Research framework 28
3.2 Research hypothesis 29
3.3 The questionnaire design and measures 33
3.4 Research site 37
3.5 Data collection and sampling 39
3.6 Analytical methods 40
3.6.1 Descriptive statistics analysis 40
3.6.2 Exploratory factor analysis (EFA) 40
3.6.3 Reliability analysis 41
3.6.4 Confirmatory factor analysis (CFA) 41
3.6.5 Structural equation modeling (SEM) 42
3.6.6 Cluster analysis 43
3.6.7 Multiple-group SEM analysis 43
Chapter 4 Analysis and Results 44
4.1 Descriptive statistics 44
4.1.1 Sample profile 44
4.1.2 Descriptive analysis of measurement items 46
4.2 Unidimensionality of hedonics 48
4.3 Reliability analysis 49
4.4 Measurement model analysis 51
4.5 Structural model analysis 54
4.6 Cluster analysis and multiple-group SEM analysis 57
Chapter 5 Conclusions and Suggestions 65
5.1 Discussions and conclusions 65
5.2 Practical implications 69
5.3 Limitations and suggestions for future research 70
References 72
Appendix A Chinese Questionnaire 80
Appendix B English Questionnaire 84
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