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系統識別號 U0026-2901201502574100
論文名稱(中文) 網路口碑行銷對遊客知覺價值與滿意度之影響
論文名稱(英文) Internet Word of Mouth Marketing Perception and the Value and Satisfaction of Tourists
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 103
學期 1
出版年 104
研究生(中文) 劉仁龍
研究生(英文) Jen-Lung Liu
學號 rd6001154
學位類別 碩士
語文別 中文
論文頁數 75頁
口試委員 指導教授-利德江
口試委員-戴文禮
口試委員-葉俊吾
口試委員-林耀三
中文關鍵字 口碑行銷  知覺價值  滿意度  行銷策略  日本旅遊 
英文關鍵字 word of mouth marketing  perceived value  satisfaction  marketing strategy  Japan travel 
學科別分類
中文摘要 由於我國經濟穩定成長,以及周休二日的實施,國民休閒時間相對增加。再加上網路社群的興起改變了人們的人際關係,現今人民除了在實體生活中建立自己的人際關係之外,更將實體生活的人際關係進而建立在虛擬世界之中。但畢竟虛擬世界的人際關係和實體生活中的人際關係其溝通模式大不相同,行銷策略也會跟著改變,故本研究認為旅行業者擬定台灣旅客之口碑行銷策略對旅客前往日本旅遊後之滿意度有其重要性。
故本研究以前往日本旅遊的台灣旅客為主要對象,探討其赴日旅遊資訊透過網路口碑行銷,對於旅客之知覺價值及旅遊滿意度有何關聯性,並進一步瞭解網路口碑行銷對旅客知覺價值、滿意程度的影響為何。
本研究結果發現在口碑行銷方面,婚姻狀況、教育程度、年收入,並不會影響其口碑行銷,而性別以及年齡對口碑行銷有顯著影響;在知覺價值方面,婚姻狀況以及教育程度,並不會影響其知覺價值,而性別、年齡以及年收入對知覺價值有顯著影響;最後在滿意度方面,性別、婚姻狀況、教育程度以及年收入,並不會影響其滿意度,只有年齡對滿意度有顯著影響。
而在口碑行銷、知覺價值與滿意度關係模式方面,實證結果發現:口碑行銷對知覺價值有顯著影響;知覺價值對滿意度有顯著影響;口碑行銷對滿意度的直接效果顯著;知覺價值在口碑行銷對滿意度之關係中,具有部份中介的效果;行前期望對滿意度無顯著影響;實際體驗對滿意度有顯著的正向影響;滿意度對忠誠度有顯著的正向影響。
英文摘要 Due to steady growth of China's economy, coupled with the implementation of the two-day weekend, the relative increase in national leisure time. Plus the rise of the Internet community has changed people's relationships, in addition to the people of today to establish their own relationships in the real life, even the life of an entity and then build relationships in the virtual world of. But after all of the virtual world and the real-life interpersonal relationships of its different mode of communication, marketing strategy will also change, so this study suggests that the travel industry's marketing strategy to develop the reputation of Taiwanese tourists to visit Japan for passenger satisfaction after the tour has its importance.
Therefore, this study tour of Taiwan visitors to Japan as the main target, explore Japan travel information via the Internet word of mouth marketing for tourism satisfaction and perceived value of what the relevance of passengers, and learn more about internet marketing reputation passenger perception value and satisfaction.
The results of the study found that in terms of word of mouth marketing, marital status, education level, years promoted, and will not affect the reputation of marketing, as well as age and gender have a significant impact on the reputation of marketing; in terms of perceived value, marital status and education level, and will not affect its perceived value, gender, age and annual income has a significant impact on the perceived value; Finally, satisfaction, sex, marital status, education level and annual income, and will not affect their satisfaction, only the age of satisfaction there is a significant degree of influence.
In the word of mouth marketing, perceived value and satisfaction with the relationship model, the empirical results show that: word of mouth marketing has a significant impact on the perceived value; perceived value has a significant impact on satisfaction; significant direct effect of word of mouth marketing for satisfaction; perceived value in the mouth marketing on the relationship between satisfaction, and has some of the agency's effectiveness; front row expect no significant effect on satisfaction; practical experience have a significant positive impact on satisfaction; satisfaction has a significant positive impact on loyalty.
論文目次 摘要 I
ABSTRACT II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 研究流程 8
第二章 文獻探討 9
第一節 口碑行銷 9
第二節 知覺價值 13
第三節 滿意度 18
第四節 各構念間關係相關文獻 24
第三章 研究方法 27
第一節 研究假設與架構 27
第二節 操作性定義與問卷設計 28
第三節 抽樣對象與抽樣方法 32
第四節 資料分析方法 33
第四章 實證研究結果與分析 34
第一節 敘述性統計分析 34
第二節 因素分析 36
第三節 信度分析 39
第四節 變異數分析 42
第五節 多元迴歸分析 45
第五章 結論與建議 50
第一節 研究結論 50
第二節 研究建議 58
參考文獻 60
中文書籍期刊 60
中文論文 61
英文參考文獻 64
網路文獻 71
附錄一 研究問卷 72
參考文獻 中文書籍期刊
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交通部觀光局(2014)。觀光統計。http://admin.taiwan.net.tw/public/public.aspx?no=315
維基百科(2014)。Web2.0。http://zh.wikipedia.org/wiki/Web_2.0
觀光局(2014)。102年度國人旅遊狀況調查。http://admin.taiwan.net.tw/statistics/year.aspx?no=134
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