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E10103
1
019
導遊表現、遊客信任度與遊客滿意度對於遊客購物行為之影響:流暢體驗之干擾角色
The Effect of Tour Guide Performance, Tourist Trust, and Tourist Satisfaction on Tourists\' Shopping Behaviors: the Moderating Role of Flow Experience
1.張國謙
1.Kuo-chien Chang
1.致理技術學院休閒遊憩管理系
1.Chihlee Institute of Technology
001,002,003,004
1.致理技術學院休閒遊憩管理系
1.Chihlee Institute of Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2012-08-01
A.14 計畫執行期間(訖):2013-07-31
2011-10-012012-02-29
A.16 收到日期:2013-08-06
2
來台旅遊之大陸團客

1

486


486
004
01
C.2 聯絡日期:2013-08-22
2
1.致理技術學院休閒遊憩管理系
1.Chihlee Institute of Technology
1
C.7 資料公開日期:2014-08-01
2
008
5
1
1
1
2
3
3
001
1,2
1.導遊表現
2.信任
3.滿意度
4.流暢體驗
5.購買行為
1.Tour Guide Performance
2.Trust
3.Satisfaction
4.Flow Experience
5.Shopping Behavior
此研究之貢獻在於建立一個瞭解導遊表現對遊客購買行為影響之相關關係模型,模型中並檢驗遊客的知覺可信信任、知覺善意信任與滿意度之中介效果及遊客流暢 體驗之干擾效果。本研究之分析結果確認導遊表現會對於遊客的知覺可信信任、知覺善意信任與滿意度產生顯著的正向影響。然而,模型中只有遊客知覺善意信任與 遊客滿意度對於導遊表現及遊客購買行為間的關係產生中介之效果。儘管如此,導遊表現經由遊客的知覺可信信任及滿意度對於遊客購買行為所產生的影響比起模型 中其它關係路徑來的強烈。再者,模型中流暢體驗只有對遊客的知覺善意信任與遊客購買行為間之關係產生干擾的效果。本研究亦根據研究發現討論相關管理意涵。

This study contributes to a model describing the effect of tour guide performance on tourist shopping behavior by examining the mediating effects of perceived credibility trust, perceived benevolence trust, and tourist satisfaction as well as the moderating effect of flow experience. Our analysis confirms that tour guide performance has positive effects on perceived credibility trust, perceived benevolence trust, and tourist satisfaction. However, only perceived benevolence trust and tourist satisfaction mediate the relationships between tour guide performance and tourist shopping behavior. Nevertheless, tour guide performance, as evaluated through perceived credibility trust and tourist satisfaction, has the strongest effect on tourist shopping behavior when compared to other routes in the model. In addition, the moderating effect of flow experience is confirmed in the perceived benevolence trust and tourist shopping behavior relationship, but it does not have any effects on other links. In light of our findings, managerial implications are discussed as well.

D.16 完成檢誤日期:2013-10-21
D.17 預定釋出日期:2014-08-01
D.18 初次釋出日期:2014-08-01
D.19_1 最新版釋出日期:2014-08-01
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10.6141/TW-SRDA-E10103-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10103
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