簡易檢索 / 詳目顯示

研究生: 邢祖耀
Hsing Tsu Yao
論文名稱: 以計畫行為理論探討 虛擬實境對團體旅遊行為的影響因素
The Impacts of Virtual Reality on Group Package Touring: An Application on TPB
指導教授: 曾盛恕
Seng-Su Tsang
林孟彥
Meng-Yen Lin
口試委員: 曾盛恕
Seng-Su Tsang
林孟彥
Meng-Yen Lin
陳家祥
Ja-Shen Chen
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2019
畢業學年度: 107
語文別: 中文
論文頁數: 32
中文關鍵詞: 虛擬實境遠距臨場感目的地意像體驗價值
外文關鍵詞: Virtual Reality, Telepresence, Destination Image, Experiential Value
相關次數: 點閱:313下載:0
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 體驗行銷對觀光產品而言是相當重要的工具。當我們決定旅遊時總是希望看到或體驗到不一樣的感覺,也期望獲得快樂體驗,這是遊客會願意繼續再從事同樣活動的重要原因。而虛擬實境影像技術可以帶給體驗者身歷其境的感受,若再加入互動性,能讓使用者有更有深刻的體驗感受,達到體驗行銷的目的。因此,本研究藉由虛擬實境影像的導入,進一步探討消費者在執行旅遊決策前,用以預測旅客行為意圖的影響因素。
    研究結果顯示,遠距臨場感對於目的地意像及體驗價值有顯著正向影響,同時對於跟團旅遊的態度及行為知覺控制有顯著正向影響;體驗價值會顯著正向影響態度及行為知覺控制;目的地意象對於主觀規範有顯著正向影響;同時,計畫行為理論中的態度、主觀規範及行為知覺控制皆顯著正向影響行為意圖。總結來說,虛擬實境影像的導入,會由遠距臨場感影響消費者對於目的地意象及體驗價值的認知,同時影響遊客對跟團旅遊的態度、主觀規範及行為知覺控制,進而影響遊客對跟團旅遊的行為意圖。


    Experience marketing is a very important tool for sightseeing products. When we decide to travel, we always want to see or experience different feelings, and we also hope to have a happy experience. This is an important reason why visitors will be willing to continue to do the same activities. The virtual reality image technology can bring the experience of the experience to the experience. If you add the interaction, you can let the user have a deeper experience and experience the purpose of marketing. Therefore, this study further explores the influencing factors of consumers' behavioral intentions before implementing tourism decision-making through the introduction of virtual reality images.
    The results show that Telepresence has a significant positive impact on Destination 戈Image and Experience Value, and has a significant positive impact on the Attitude and Perceived Behavior Control of Group Package Touring. Experience value will significantly positively affect Attitude and Perceived Behavior Control. Destination Image has a significant positive impact on Subjective Norms. At the same time, Attitudes, Subjective norms and Perceived Behavior Control in planning behavior theory significantly positively influence Behavioral Intentions. Therefore, the introduction of Virtual Reality images will affect consumers' perception of destination image and experience value, and affect tourists' attitudes toward group package touring, subjective norms and perceived behavioral control, thus affecting the intention of the behavior of group package touring by tourists.

    摘要 I ABSTRACT II 誌謝 III 目錄 IV 圖目錄 VI 表目錄 VII 1. 緒論 1 1.1研究背景與動機 1 1.2研究目的 2 1.3研究流程 3 2. 文獻回顧 4 2.1 虛擬實境 4 2.2計畫行為理論 5 2.3遠距臨場感 7 2.4目的地意象 8 2.5體驗價值 9 3. 研究設計與方法 10 3.1研究架構與假設 10 3.2. 問卷內容設計 13 3.3. 抽樣設計方式 15 3.4. 統計分析方法 15 3.4.1. 敘述性統計分析 15 3.4.2. 信度分析 16 3.4.3. 效度分析 16 3.4.4. 結構方程模型分析 16 4. 研究分析與結果 18 4.1樣本特性分析 18 4.2 信度分析及相關分析 20 4.3效度分析 22 4.3.1 收斂效度 22 4.3.2區辨效度 24 4.4 結構模型分析 24 5. 結論 27 5.1結論 27 5.2管理意涵 28 5.3未來研究建議及限制 28 參考文獻 29 附錄 31

    Ajzen, Icek. (1985). From intentions to actions: A theory of planned behavior Action control (pp. 11-39): Springer.
    Ajzen, Icek. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
    Bagozzi, Richard P, & Yi, Youjae. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
    Baloglu, Seyhmus, & Mangaloglu, Mehmet. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism management, 22(1), 1-9.
    Buxton, William. (1994). Human skills in interface design (pp. 1-12): Wiley: New York, NY.
    Dadgostar, Bahram, & Isotalo, Robert M. (1992). Factors affecting time spent by near-home tourists in city destinations. Journal of travel research, 31(2), 34-39.
    Echtner, Charlotte M, & Ritchie, JR Brent. (1991). The meaning and measurement of destination image. Journal of tourism studies, 2(2), 2-12.
    Fakeye, Paul C, & Crompton, John L. (1991). Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of travel research, 30(2), 10-16.
    Fishbein, Martin, & Ajzen, Icek. (1975). Belief, attitude, and behavior: An introduction to theory and research. Reading, Mass.: Addison Wessley.
    Fornell, Claes, & Larcker, David F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
    Holbrook, Morris B, & Hirschman, Elizabeth C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
    Hunt, John D. (1975). Image as a factor in tourism development. Journal of travel research, 13(3), 1-7.
    Jones, Allan P, & James, Lawrence R. (1979). Psychological climate: Dimensions and relationships of individual and aggregated work environment perceptions. Organizational behavior and human performance, 23(2), 201-250.
    Mathwick, Charla, Malhotra, Naresh, & Rigdon, Edward. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆. Journal of retailing, 77(1), 39-56.
    Mollen, Anne, & Wilson, Hugh. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of business research, 63(9-10), 919-925.
    Moutinho, Luiz. (1987). Consumer behaviour in tourism. European journal of marketing, 21(10), 5-44.
    Roehl, Wesley S, & Fesenmaier, Daniel R. (1992). Risk perceptions and pleasure travel: An exploratory analysis. Journal of Travel research, 30(4), 17-26.
    Schmitt, Bernd. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
    Sheridan, Thomas. (1986). Human supervisory control of robot systems. Paper presented at the Proceedings. 1986 IEEE International Conference on Robotics and Automation.
    Steuer, Jonathan. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
    何家誼, 陳建宏, 戴榮賦, & 蕭雨青. (2015). 擴增實境影像自拍系統對旅遊行為之影響. 電子商務學報, 17(3), 291-314.
    吳季芳. (2011). 藏酒休閒酒莊旅遊動機與體驗價值之研究. 國立臺北教育大學文化創意產業經營學系學位論文, 1-121.
    張淑青. (2009). 目的地意象, 滿意度與行為意圖的關係-目的地意象的區隔效果. 台灣管理學刊, 9(1), 1-22.
    許建民, & 高俊雄. (2006). 青少年休閒參與動機模式之研究. 大專體育學刊, 8(3), 51-63.
    黃日鉦, & 林承賢. (2013). 以計畫行為理論探討縮短數位落差之持續使用行為. International Journal, 5(1), 057-078.
    趙樑, & 林清壽. (2018). 影響民眾從事國外自助旅遊行為意向之因素研究-以南投縣為例. 觀光旅遊研究學刊, 13(2), 21-35.
    謝國榮. (2015). 強化遊客目的地意象以提高重遊意願之可行作法: 以小琉球為例. 慈惠學報(11), 133-143.
    鍾政偉, 張鈞婷, 李薏青, & 黃怡嘉. (2011). 建構銀髮族旅遊行爲意圖模式之研究. 島嶼觀光研究, 4(3), 63-84.
    蘇瑞蓮, & 金喆. (2008). 旅遊意象, 知覺價值, 服務品質, 知覺風險對遊後行為意圖的影響-以苗栗縣西湖渡假村為例. 聯大學報, 第五卷第一期, 181-200.


    無法下載圖示 全文公開日期 2024/07/13 (校內網路)
    全文公開日期 本全文未授權公開 (校外網路)
    全文公開日期 本全文未授權公開 (國家圖書館:臺灣博碩士論文系統)
    QR CODE