觀光旅遊產業近年日漸受重視,以觀光業為主之國家更為重視旅遊行銷,由 於知覺財務風險與知覺績效風險為消費者產生行為意圖時考慮兩大因素,因此本 研究欲了解知覺風險、地方依戀與口碑傳遞之間關係,及消費者知識的干擾效果。 本研究藉由線上問卷調查獲得 323 份有效問卷,並以結構方程模型分析之。研究 結果發現:(1) 知覺財務風險與知覺績效風險會影響地方依戀,(2) 地方認同與 地方依賴影響正面口碑傳遞。(3) 高低不同程度的消費者知識,顯著干擾知覺風 險、地方依戀與口碑傳遞之間關係。最後本研究亦依照研究結果相關之管理意涵, 以供觀光業為重之國家於旅遊行銷之參考。

Tourism industries are more and more important in recent years. Countries mainly focused on tourism industry should care travel marketing. Because consumers usually through considering two key factors including financial risk and performance risk make behavioral intentions, such as intention to revisit or word- of-mouth. Therefore, current research examines the relationships among perceived risk, place attachment, word-of-mouth, and further discuss the moderating effect of consumer knowledge. The structural equation model assessment was using online survey data collected from 323 participants. The content of survey was about their experience of traveling aboard. This results shows that: (1) financial risk and performance risk have positively effect on place attachment. (2) Place identity and place dependence have positively effect on positive word-of-mouth. (3) Consumer knowledge has a moderating effect on the influence of perceived risk and place attachment, as well as the influence of place attachment and word-of-mouth. The managerial implications for countries mainly focused on tourism industry are discussed.

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Justin (2003),我的心遺留在愛情海。台北:大塊文化出版股份有限公司。
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