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E99008
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意象對滿意度、懷舊、地方依附與行為意圖影響之整合模式:老街地方行銷策略之探討
An Integrated Model of Effects of Image, Satisfaction, Nostalgia, Place Attachment on Behavioral Intentions: Exploring of the Place Marketing Strategy of Traditional Streets
1.張淑青
1.Su-ching Chang
1.德明財經科技大學企業管理系
1.Department of Business Administration, Takming University of Science and Technology
001,002,003,004
1.德明財經科技大學企業管理系
1.Department of Business Administration, Takming University of Science and 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):2010-08-01
A.14 計畫執行期間(訖):2011-07-31
2010-11-012011-04-30
A.16 收到日期:2011-09-29
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台灣北部地區老街之遊客

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1059

1059
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C.2 聯絡日期:2011-09-29
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1.德明財經科技大學企業管理系
1.Department of Business Administration, Takming University of Science and Technology
1
C.7 資料公開日期:2014-08-01
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1.意象
2.滿意度
3.懷舊
4.地方依附
5.行為意圖
1.Image
2.Satisfaction
3.Nostolgia
4.Place Attachment
5.Behavioral Intentions
 本研究依據Oliver(1980)提出「信念(知覺)→態度→意圖」之心理學認知階段性過程,據此建構老街意象為前因變數,滿意度、懷舊、地方依附為 中介變及行為意圖為結果變項之整合模式,採用線性結構方程模式SEM 來探討各變間之因果交互影響關係,選擇台灣北部地區之九份、淡水、鶯歌、三峽等4 個老街進行問卷調查,總計回收有效問卷共1,059 份。研究分析發現意象對滿意度、懷舊與地方依附皆有顯著正向的影響,意象、滿意度及地方依附對行為意圖亦皆有顯著正向影響;但懷舊對行為意圖並無顯著正向 影響,驗證遊客對老街的意象扮演了驅動遊客未來行為意圖之關鍵因子,研究結論與分析結果提老街管理單位及老街地方相關產業,作為擬定地方行銷策略之參考與 建議。

The purpose of this study is to develop an integrated model that investigates the antecedents and the consequences of visitors’behavioral intentions on traditional streets. An integrated model was constructed on the basis of the ‘belief (perception)-attitude-intention’ process in cognitive psychology (Oliver, 1980). The variable image was taken as antecedent, satisfaction, nostalgia, place attachment were taken as the mediated variables; the behavioral intentions was taken as the effect variable and their relationships were subjected to testing using the structural equation modeling (SEM). The subjects of this study comprise the visitors of 4 traditional streets in north Taiwan, A total of 1,059 usable samples were obtained. The findings of this study indicate that the structural model employed fits the data very well. The results demonstrate that image have positive effects on satisfaction, nostalgia, place attachment; in addition, image, satisfaction, place attachment have positive effects on behavioral intentions; while nostalgia has no positive effects on behavioral intentions. To sum up, findings reveal that image turns out to be a key driving force of visitors’behavioral intentions. On the basis of the research results, the concrete and strategic suggestions are hoped to serve as a useful reference and guide to make some place marketing strategies for traditional streets management and related industries.

D.16 完成檢誤日期:2011-11-17
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-E99008-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E99008
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