燦星旅遊網國外團體旅遊商品購買者的消費行為研究

Abstract

燦星旅遊網國外團體旅遊商品購買者的消費行為研究 作者:朱仁德 指導教授：朱文增 中文摘要 本研究旨在探討燦星旅遊網旅客生活型態、消費者行為的滿意度、再購意願關係。在生活型態上採用AIO量表來衡量消費者行為，在滿意度及再購意願方面則參考EBM模式來衡量消費者行為，並針對2004年1-10月購買燦星旅遊網站國外團體旅遊商品的旅客發放網路問卷，共收到1053份問卷，刪除回答不完整或相互矛盾之無效問卷，共取得986問卷，再做分析。並運用信度分析、因素分析，並利用t檢定、單因子變異數分析、Pearson相關分析、典型相關、集群分析、區別分析、卡方檢定等統計方法分析後，主要研究結果如下： 一、旅客旅遊之購買決策來自於自己的想法且價格合理性為旅客購買燦星旅遊網的主要參考因素。 二、旅客對旅遊網站整體版面設計最為滿意且推薦親友購買燦星旅遊網國外團體旅遊商品的可能性最高。 三、不同年齡旅客在「燦星旅遊網滿意度」有顯著差異存在，發現不同年齡遊客在「抽獎贈品活動」的滿意度上有顯著差異存在，其中以「29歲以下」最高，「50歲以上」旅客最低。 四、不同教育程度的旅客在「燦星旅遊網滿意度」的「會員專案活動」及「抽獎贈品活動」的滿意度有顯著差異存在，其中「高中職以下」最高，「研究所」最低。 五、不同收入旅客在「燦星旅遊網滿意度」有顯著差異存在，發現不同「收入」遊客在「抽獎贈品活動」滿意度上有顯著差異存在，其中以「20001-30000元」旅客滿意度較高，「70001元以上」旅客最低。 根據以上研究結果，瞭解燦星旅遊網旅客的消費者行為、生活型態、滿意度、再購意願為何？契合消費者需求，而擬定最佳行銷策略。

關鍵詞：消費者行為、生活型態、電子商務、旅行業、滿意度、再購意願

The Research of Consumer Behavior on Purchasing Outbound Group Tour Package on StarTravel Master thesis Jen-Te, Chu Advisor:Wen-Tseng, Chu Abstract In this study, the AIO Model and EMB Model are proposed and empirically tested in the people who purchased the outbound group tour package on StarTravel during January to October in 2004. The pourpose of this research is to determine whether intent to repurchase the outbound group tour package, tourist’s lifestyle and the relationshipwithin satisfaction of consumer behaviors. The tourists who purchased the product of outbound group package on StarTravel during January to October in 2004 would receive an electronic questionnaire, and 1053 questionnaire were collected. After deleting incomplete and contradictory samples, 986 were adopted and analyzed by descriptive statistical analysis, t-test, chi-square analysis, one-way ANOVA, Pearson’s correlation coefficients, regression analysis, cluster analysis, and Speaeman’s correlation. The major results in this research are summarized as follows: 1. The main factor of purchasing the product on StarTravel is the reasonable price and tourists make buying decision by himself. 2. The design of travel website and recommend to family members and friends were significant. The company should provide the real-time travel information on the website. 3. Tourist with different age have significant differenct satisfaction on “Prize Activity” in StarTravel, especially the tourists’ age were below 29 years old and over 50 years old. 4. The different education level tourist have significant difference satisfaction on “Member Special Case Activity” and “Prize Activity” in StarTravel. Especially the tourist who “below high school” the most significant, “above graduate school” is lowest. 5. The different income tourist have significant difference satisfaction on “Prize Activity” in StarTravel. Especially the tourist’s income between $20,001-$30,000 is the most significant, upper $70,000 is lowest. According to the result, it can develop the strategy of Internet travel marketing a understanding StarTravel tourist’s lifestyle, satisfaction, and repurchase intention. To find out what tourist need, to make the best marketing strategy.

Key Words: Consumer Behavior, Lifestyle, Electronic Commerce, Travel Agency, Satisfaction, Repurchase Intention