题名

口碑對遊客購買伴手禮行為意圖之影響

并列篇名

The Impact of Word-of-Mouth on Tourists' Gift Purchasing Behavioral Intention

DOI

10.6130/JORS.202103_34(1).0001

作者

李淑慧(Shu-Hui Lee)

关键词

口碑 ； 計劃行為理論 ； 質性訪談 ； 多重中介效果 ； Word-of-mouth ； Theory of planned behavior ； Qualitative interview ； Multiple mediation effect

期刊名称

戶外遊憩研究

卷期/出版年月

34卷1期（2021 / 03 / 01）

页次

1 - 30

内容语文

繁體中文
中文摘要

臺灣近年來出國觀光、商務旅遊大幅成長，遊客回國時攜帶各種紀念品、旅遊商品等「伴手禮」也蔚為風氣。過去的研究中較少針對口碑（WOM）影響態度（ATT）、主觀規範（SN）、知覺行為控制（PBC）和購買意圖，以及遊客參與口碑溝通透過ATT、SN及PBC為中介顯著影響購買意圖做探討。因此本研究透過質性訪談及問卷調查以定性、定量二階段探討遊客購買伴手禮的行為因素，將「口碑溝通」因素納入計劃行為理論（TPB）進而擴展模型，以瞭解消費者行為在口碑擴展計劃行為理論的應用及依據。研究結果將根據行為模式給予不同之建議，以提升研究之完善性，並提供國內外觀光產業及產銷廠商據以發展行銷策略及後續研究做為參考。
英文摘要

In Taiwan, overseas tourism and business travel have grown significantly in recent years, and tourists purchase a variety of souvenirs and travel goods when they return home after a trip. While past studies have examined the influence of attitude (ATT), subjective norms (SN), and perceived behavioral control (PBC) on purchase intention, few have investigated the influence of word-of-mouth (WOM) on these factors. However, it is thought that tourists' participation in WOM communication significantly influences their purchase intention with mediation from ATT, SN, and PBC. Therefore, by conducting interviews and surveys, this study explored the qualitative and quantitative two-stage behavioral factors of tourists buying souvenirs and incorporated the WOM communication factor into the theory of planned behavior (TPB) to understand consumer behavior based on WOM. The research results offer suggestions to help understand the application of extended TPB and provide appropriate marketing advice for both local and foreign tourism manufacturers and distributors for the development of marketing strategies and next-stage research.
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
参考文献
  1. 池文海, W. H.,吳鈺萍, Y. P.,邱道生, T. S.(2016)。社群認同與品牌信任對國際觀光旅館粉絲社群影響之中介效果。觀光休閒學報，22(1)，1-35。
    連結：
  2. 許家謙, C. C.,凌家如, C. J.,林清同, C. T.(2016)。高齡者參與槌球運動行為模式之探討：計畫行為理論之應用。戶外遊憩研究，29(1)，79-111。
    連結：
  3. 郭彰仁, C. J.,楊明青, M. C.,許亦萱, Y. H.,劉盈嬋, Y. C.(2018)。以計畫行為理論建構遊客臉書炫耀性打卡行為模式之研究。戶外遊憩研究，31(4)，31-62。
    連結：
  4. 黃識銘, S. M.(2017)。品牌形象對品牌忠誠的建構：CAC中介路徑擴展模式。管理學報，34(1)，1-29。
    連結：
  5. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
  6. Ajzen, I.(2002).Residual effects of past on later behavior: Habituation and reasoned action perspectives.Personality and Social Psychology Review,6(2),107-122.
  7. Ajzen, I. (2002b). Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved November 22, 2019, from https://scholar.google.com.tw/citations?user=FS6qgIwAAAAJ&hl=zhTW&oi=sra
  8. Ajzen, I.(1985).From intentions to actions: A theory of planned behavior.Action-control: From cognition to behavior,Heidelberg, Germany:
  9. Ajzen, I.,Driver, B. L.(1992).Application of the theory of planned behavior to leisure choice.Journal of Leisure Research,24(3),207-224.
  10. Ajzen, I.,Fishbein, M.(1980).Understanding attitudes and predicting social behavior.Englewood Cliffs, NJ:Prentice Hall.
  11. Armitage, C. J.,Conner, M.(2001).Efficacy of the theory of planned behavior: A meta-analytic review.British Journal of Social Psychology,40(4),471-499.
  12. Arndt, J.(1967).Role of product-related conversations in the diffusion of a new product.Journal of Marketing Research,4(3),291-295.
  13. Bagozzi, R. P.(1992).The self- regulation of attitudes, intentions and behavior.Social Psychology Quarterly,55(2),178-204.
  14. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation structural equation models.Journal of the academy of Marketing Science,16(1),74-94.
  15. Brooks, R. C., Jr(1957).Word-of-mouth advertising in selling new products.Journal of Marketing,22(2),154-161.
  16. Brown, J.,Broderick, A. J.,Lee, N.(2007).Word of mouth communications with online communications: Conceptualizing the online social network.Journal of Interactive Marketing,21(3),2-20.
  17. Buttle, F. A.(1998).Word-of-mouth: Understanding and managing referral marketing.Journal of Strategic Marketing,6(3),241-254.
  18. Cheng, S.,Lam, T.,Hsu, C. H.(2006).Negative word-of-mouth communication intention: An application of the theory of planned behavior.Journal of Hospitality & Tourism Research,30(1),95-116.
  19. Chin, W. W.(2010).How to write up and report PLS analyses.Handbook of partial least squares: Concepts, methods and applications in marketing and related fields,Berlin:
  20. Cialdini, R. B.,Kallgren, C. A.,Reno, R. R.(1991).A focus theory of normative conduct: A theoretical refinement and reevaluation of the role of norms in human behavior.Advances in Experimental Social Psychology,24,201-234.
  21. Cohen, J.(1988).Statistical power analysis for the behavioral sciences.Hillsdale, NJ:Lawrence Erlbaum Associates, Publishers.
  22. Davis, F. D.,Bagozzi, R. P.,Warshaw, P. R.(1989).User acceptance of computer technology: A comparison of two theoretical models.Management Science,35(8),982-1003.
  23. Dichter, E.(1966).How word-of-Mouth advertising works.Harvard Business Review,44,147-166.
  24. Erkan, I.,Evans, C.(2016).The influence of eWOM in social media on consumers’purchase intentions: An extended approach to information adoption.Computers in Human Behavior,61,47-55.
  25. Feldman, J. M.,Lynch, J.(1988).Self-generated validity and other effects of measurements on belief, attitude, intention, and behavior.Journal of Applied Psychology,73(3),421-435.
  26. Fishbein, M.(1963).An investigation of the relationships between beliefs about an object and the attitude toward that object.Human Relations,16(3),233-239.
  27. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
  28. Glaser, B. G.,Strauss, A. L.(1967).The discovery of grounded theory: Strategies for qualitative research.Mill Valley, CA:Sociology Press.
  29. Goodrich, K.,De Mooij, M.(2014).How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences.Journal of Marketing Communications,20(1-2),103-116.
  30. Ha, H. Y.(2002).The effects of consumer risk perception on pre-purchase information in online auctions: Brand, word-of-mouth, and customized information.Journal of Computer-Mediated Communication,8(3),146-169.
  31. Hair, J. F.,Ringle, C. M.,Sarstedt, M.(2011).PLS-SEM: Indeed a silver bullet.Journal of Marketing Theory and Practice,19(2),139-152.
  32. Hair, J. F.,Sarstedt, M.,Ringle, C. M.,Mena, J. A.(2012).An assessment of the use of partial least squares structural equation modeling in marketing research.Journal of the Academy of Marketing Science,40(3),414-433.
  33. Hayes, A. F.(2013).Introduction to mediation, moderation, and conditional process analysis: A regression-based approach.New York:Guilford Press.
  34. Hayes, A. F.(2009).Beyond Baron and Kenny: Statistical mediation analysis in the new millennium.Communication Monographs,76(4),408-420.
  35. Iriobe, O. C.,Abiola-Oke, E. O.(2019).Moderating effect of the use of eWOM on subjective norms, behavioural control and religious tourist revisit intention.International Journal of Religious Tourism and Pilgrimage,7(3),38-47.
  36. Ismagilova, E.,Slade, E. L.,Rana, N. P.,Dwivedi, Y. K.(2020).The effect of electronic word of mouth communications on intention to buy: A meta-analysis.Information Systems Frontiers,22,1203-1226.
  37. Jalilvand, M. R.,Samiei, N.(2012).The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB).Internet Research,22(5),591-612.
  38. Kacen, J. J.,Lee, J. A.(2002).The Influence of culture on consumer impulsive buying behavior.Journal of consumer psychology,12(2),163-176.
  39. Kassem, N. O.,Lee, J. W.,Modeste, N. N.,Johnston, P. K.(2003).Understanding soft drink consumption among female adolescents using the theory of planned behavior.Health Education Research,18(3),278-291.
  40. Kim, S(1997).Ames, Iowa, USA,Iowa State University.
  41. Kudeshia, C.,Kumar, A.(2017).Social eWOM: Does it affect the brand attitude and purchase intention of brands?.Management Research Review,40(3),310-330.
  42. Lavidge, R. J.,Steiner, G.(1961).A model for predictive measurement of advertising effectiveness.Journal of Marketing Research,25(4),59-62.
  43. Littrell, M. A.,Baizerman, S.,Kran, R.,Gahring, S.,Nierneyer, S.,Reilly, R.,Stout, J.(1994).Souvenirs and tourism styles.Journal of Travel Research,33(1),3-11.
  44. Litvin, S. W.,Goldsmith, R. E.,Pan, B.(2008).Electronic word-of-mouth in hospitality and tourism management.Tourism Management,29(3),458-468.
  45. Liu, Y.(2006).Wordofmouth for movies: Its dynamics and impact on box office revenue.Journal of Marketing,70(3),74-89.
  46. Miao, Y.(2015).The influence of electronic-WOM on tourists’ behavioral intention to choose a destination: A case of Chinese tourists visiting Thailand.Assumption University-Graduate School of Business e-Journal,8(1),13-31.
  47. Mogindol, S. H.,Bagul, A. H. B. B. P.(2016).Tourists’ perceptions about an appealing handicraft.Tourism, Leisure and Global Change,1(1),10-24.
  48. Morgan, R. M.,Hunt, S. D.(1994).The commitment-trust theory of relationship marketing.Journal of Marketing,58(3),20-38.
  49. Morin, S. P.(1983).Influential advising their friends to sell lots of high-tech gadgetry.Wall Street Journal,30(8),982-1003.
  50. Nunnally, J. C.(1994).Psychometric theory.New York:McGraw-Hill.
  51. Pan, Y.,Zhang, J. Q.(2011).Born unequal: A study of the helpfulness of user-generated product reviews.Journal of Retailing,87(4),598-612.
  52. Preacher, K. J.,Hayes, A. F.(2008).Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models.Behavior Research Methods,40(3),879-891.
  53. Quintal, V. A.,Lee, J. A.,Soutar, G. N.(2010).Risk, uncertainty and the theory of planned behavior: A tourism example.Tourism Management,31(6),797-805.
  54. Richins, M. L.(1983).Negative word-of-mouth by dissatisfied consumers: A pilot study.Journal of Marketing,47(1),68-78.
  55. Ringle, C. M.,Sarstedt, M.,Straub, D. W.(2012).A critical look at the use of PLS-SEM in MIS quarterly.MIS Quarterly,36(1),3-14.
  56. Rivis, A.,Sheeran, P.(2003).Descriptive norms as an additional predictor in the theory of planned behaviour: A meta-analysis.Current Psychology,22(3),218-233.
  57. Shiau, W. L.,Chau, P. Y.(2016).Understanding behavioral intention to use a cloud computing classroom: A multiple model comparison approach.Information & Management,53(3),355-365.
  58. Shiau, W. L.,Luo, M. M.(2012).Factors affecting online group buying intention and satisfaction: A social exchange theory perspective.Computers in Human Behavior,28(6),2431-2444.
  59. Sparks, B.(2007).Planning a wine tourism vacation: Factors that help to predict tourist behavioural intentions.Tourism Management,28(5),1180-1192.
  60. Sparks, B.,Pan, G.W.(2009).Chinese outbound tourists: Understanding their attitudes, constraints and use of information sources.Tourism Management,30(4),483-494.
  61. Sun, S.,Law, R.,Schuckert, M.(2020).Mediating effects of attitude, subjective norms and perceived behavioural control for mobile payment-based hotel reservations.International Journal of Hospitality Management,84,102331.
  62. Tanford, S.,Montgomery, R.(2015).The effects of social influence and cognitive dissonance on travel purchase decisions.Journal of Travel Research,54(5),596-610.
  63. Taylor, A. B.,MacKinnon, D. P.,Tein, J. Y.(2008).Tests of the three-path mediated effect.Organizational Research Methods,11(2),241-269.
  64. Taylor, S. A.,Donovan, L. A. N.,Ishida, C.(2014).Consumer trust and satisfaction in the formation of consumer loyalty intentions in transactional exchange: The case of a mass discount retailer.Journal of Relationship Marketing,13(2),125-154.
  65. Tenenhaus, M.,Vinzi, V. E.,Chatelin, Y. M.,Lauro, C.(2005).PLS path modeling.Computational Statistics & Data Analysis,48(1),159-205.
  66. Triandis, H. C.(1980).Values, attitudes, and interpersonal behavior.Nebraska Symposium on Motivation,27,195-259.
  67. Vakratsas, D.,Ambler, T.(1999).How advertising works: What do we really know?.Journal of Marketing,63(1),26-43.
  68. Wang, P.(2014).Understanding the Influence of electronic word-of-mouth on outbound tourists’ visit intention. 13th Conference on e-Business, e-Services and e-Society.13th Conference on e-Business, e-Services and e-Society,445(11),33-45.
  69. Wetzer, I. M.,Zeelenberg, M.,Pieters, R.(2007).Never eat in that restaurant, I did: Exploring why people engage in negative word-of-mouth communication.Psychology and Marketing,24(8),661-680.
  70. Yang, H. C.,Zhou, L.(2011).Extending TPB and TAM to mobile viral marketing: An exploratory study on American young consumers’ mobile viral marketing attitude, intent and behavior.Journal of Targeting, Measurement and Analysis for Marketing,19(2),85-98.
  71. Zhou, Z.,Zhang, Q.,Su, C.,Zhou, N.(2012).How do brand communities generate brand relationships? Intermediate mechanisms.Journal of Business Research,65(7),890-895.
  72. 交通部觀光局(2019)。中華民國 107 年國人旅遊狀況調查報告。下載日期：2020 年4月1日。取自：http://admin.taiwan.net.tw/ Tourism Bureau of the Republic of China. (2019). Survey of travel by R.O.C. citizens, 2018. Retrieved April 1, 2020, from http://admin.taiwan.net.tw/
  73. 交通部觀光局(2018)。中華民國 106年國人旅遊狀況調查報告。下載日期： 2020 年4月1日。取自：https://reurl.cc/72vyx1 Tourism Bureau of the Republic of China. (2018). Survey of travel by R.O.C. citizens, 2017. Retrieved April 1, 2020, from https://reurl.cc/72vyx1
被引用次数
  1. (2024)。自行車極限挑戰行為影響分析－自我決定理論與計畫行為理論之整合運用。運動表現期刊，11(1)，27-43。
print cancel