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系統識別號 U0026-2807201811195800
論文名稱(中文) 懷舊情緒之前因與後果-以林百貨為例
論文名稱(英文) Antecedents and Consequences of Nostalgia Emotion —Using Hayashi Department Store as an Example
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) 楊璨鴻
研究生(英文) Tsan-Hung Yang
學號 R56054125
學位類別 碩士
語文別 中文
論文頁數 77頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-李奇勳
中文關鍵字 懷舊情緒  真實性  懷舊傾向  忠誠度  地方依戀  價格溢價 
英文關鍵字 Authenticity  Nostalgia Proneness  Loyalty  Place Attachment  Price Premium 
學科別分類
中文摘要 近年來觀光業正蓬勃發展,而在觀光產業競爭激烈下,各家觀光業者為了吸引遊客進而推出不同的觀光主題,其中懷舊觀光便是主要觀光主題之一。本研究希望探討遊客在台南林百貨參觀時引發懷舊情緒的前因與後果。模式分析以外在刺激的真實性與內在因素的懷舊傾向作為懷舊情緒之前因,而忠誠度、地方依戀與後續產生的價格溢價則為懷舊情緒的後果。本研究同時使用實地發放問卷與網路問卷的方式蒐集資料,於2018年4月底發放552份問卷,其中實際有效問卷為512份。結構方程式分析結果顯示真實性與懷舊傾向皆會顯著正向影響懷舊情緒,而懷舊情緒也會正向影響忠誠度與地方依戀,其中忠誠度除了被懷舊情緒直接影響外,也會透過地方依戀而形成部分中介,忠誠度與地方依戀則皆會正向影響價格溢價。本研究調查發現,年齡與到訪次數在各構面上存在著差異。最後本研究將結果進行討論並提供管理意涵和未來研究的建議。
英文摘要 Recently, tourism industry is flourishing. Under intensely competitive situation, tourism managers develop different tourism topics for attracting more tourists. Most specifically, nostalgic tourism is a major topic in these tourism topics. This study aims to discuss the antecedents and consequences of tourists nostalgia emotion triggered by visiting Hayashi department store. Research model uses authenticity as environmental difference and uses nostalgia proneness as personal difference. Furthermore, this model builds loyalty, place attachment and price premium as the consequences of nostalgia emotion. By this study, survey was collected in Hayashi department store and online at the same time from the end of April 2018. There are 512 valid questionnaires in this study. The results of the SEM analysis show that authenticity and nostalgia proneness are positively related to nostalgia emotion, and nostalgia proneness will moderate the effect of authenticity. Moreover, nostalgia emotion positively affects loyalty and place attachment. Except the direct effect between loyalty and nostalgia emotion, there is partial mediating effect by place attachment. Loyalty and place attachment have positive effect on price premium. Additionally, this study has found that difference in age and the experience of visitors have effect on this model. Finally, this study conclude that Hayashi department store should focus on reinforce authenticity and put more attention on high nostalgia proneness visitors like repeat tourists.
論文目次 目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻回顧 8
第一節 懷舊情緒(Nostalgia Emotion)的意涵 8
第二節 懷舊情緒的前因 13
第三節 懷舊情緒對於忠誠度、地方依戀以及價格溢價之影響 16
第三章 研究方法 21
第一節 研究架構與假設 21
第二節 研究及抽樣對象 23
第三節 變數衡量 24
第四節 資料分析方法 28
第五節 問卷前測結果 30
第四章 結果分析與討論 33
第一節 問卷回收與資料處理 33
第二節 受測者基本資料 34
第三節 信效度分析 38
第四節 研究變數之敘述性統計分析 46
第五節 研究假設驗證 49
第五章 結論與建議 59
第一節 研究結論 59
第二節 實務建議 63
第三節 研究限制與未來研究建議 65
參考文獻 67
附錄 正式問卷 74

表目錄
表3-1 真實性之問項 24
表3-2 懷舊傾向之問項 25
表3-3 懷舊情緒之問項 25
表3-4 忠誠度之問項 26
表3-5 地方依戀之問項 26
表3-6 價格溢價之問項 27
表3-7 前測問卷各構面之Cronbach’sα值 30
表3-8 前測問卷之各構面信度結果 31
表3-8 前測問卷之各構面信度結果(續) 32
表4-1填答者基本資料 35
表4-1填答者基本資料(續) 36
表4-2 遊客對林百貨的旅遊經驗 37
表4-3 真實性之信度分析 38
表4-4 懷舊傾向之信度分析 39
表4-5 懷舊情緒之信度分析(修正前) 39
表4-6 懷舊情緒之信度分析(修正後) 40
表4-7 忠誠度之信度分析 40
表4-8 地方依戀之信度分析 41
表4-9 價格溢價之信度分析 41
表4-10 驗證性因素分析適配結果 42
表4-11 收斂效度分析 44
表4-11 收斂效度分析(續) 45
表4-12 區別效度之分析 45
表4-13 懷舊情緒前因衡量問項之敘述性統計表 46
表4-14 懷舊情緒衡量問項之敘述性統計表 47
表4-15 懷舊情緒後果衡量問項之敘述性統計表 48
表4-16 總體樣本之適配結果 49
表4-17 構面中介效果結果 52
表4-18 總體樣本之路徑分析結果 52
表4-19懷舊傾向干擾真實性對懷舊情緒影響之結果 53
表4-20年齡對各構面的t檢定 56
表4-21性別對各構面的t檢定 56
表4-22 第幾次到林百貨對各構面的t檢定 57
表4-23 研究假設驗證結果表 58

圖目錄
圖3-1 研究架構 21
圖4-1 總體樣本之路徑圖 51
圖4-2 懷舊傾向與真實性干擾效果圖 54
參考文獻 參考文獻
網路文獻
中華民國交通部觀光局 (2017)。歷年來臺旅客統計。2017年3月6日,中華 民國交通部觀光局:http://admin.taiwan.net.tw/statistics/year.aspx?no=134
行政院交通環境資源處 (2017)。觀光市場發展概況。2017年3月8日,中華 民國行政院:https://www.ey.gov.tw/policy9/cp.aspx?n=0DEBD7C9E0E491AF
林百貨 (2014)。歷史介紹。2014年4月15日,取自http://www.hayashi.com.tw/page.asp?nSub=A8A000&lang=
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