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題名 | DRTS對民眾使用高鐵進行國內旅遊意願之研究=Research on the Willingness of People Using the DRTS of HSR on Domestic Tourism |
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作 者 | 蕭至惠; 張簡琬庭; | 書刊名 | 行銷科學學報 |
卷期 | 19:1 2023.04[民112.04] |
頁次 | 頁1-26 |
分類號 | 992.014 |
關鍵詞 | 價格促銷; 旅遊意願; 特定目的式DRTS服務知覺; 知覺價值; Price promotion; Travel intention; Service perceived value of destination-specific DRTS; Perceived value; |
語文 | 中文(Chinese) |
DOI引用網址 | 10.53106/181666012023041901001 |
中文摘要 | 本研究旨在探討價格促銷、知覺價值、特定目的式DRTS服務知 覺、民眾搭乘台灣高鐵進行國內旅遊之意願,四研究變數之間的關 係。本研究共計回收333份有效問卷,以獨立樣本t檢定與ANOVA進 行假說之驗證分析。 本文的驗證結果顯示:一、當知覺價值高時,相對於無價格促 銷,有價格促銷會導致更高的使用高鐵進行國內旅遊的意願;二、 相對於低度特定目的式 DRTS 服務知覺,高度特定目的式 DRTS 服 務知覺對旅遊意願具有正向影響;三、當特定目的式 DRTS 服務知 覺高時,比起無價格促銷,有價格促銷會導致更高的使用高鐵進行 國內旅遊的意願。 |
英文摘要 | This research aims to explore the relationships among the four research variables- price promotion, perceived value, service perceived value of destination-specific DRTS, peoples’ willingness to take Taiwan’s HSR for domestic travel. A total of 333 valid questionnaires were conducted to verify the hypothesis via independent sample t test and ANOVA analysis. The results indicate that: (1) Compared to a lack of price promotion, the presence of promotion can improve the consumers’ willingness to travel by THSR when there is a high perceived value. (2) Compared to a low service perceived value of Destination-specific DRTS, a high service perceived value of Destination-specific DRTS has a more positive influence on the consumers’ willingness to travel. (3) Given a high service perceived value of destination-specific DRTS, the consumers’ willingness to travel by THSR is also higher with price promotions. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。