九○世代旅遊體驗與購後行為關係之研究

The Relationship between Travel Experience and Post-purchasing Behaviors - An Experience of 90 Generations in Taiwan

汪芷榆(Chih-Yu Wang)

90世代 ； 旅遊動機 ； 旅遊體驗 ； 購後行為 ； 90th generation group ； Travel motivation ； Travel experience ； Post-purchase behavior

台北海洋科技大學學報

12卷2期（2021 / 09 / 01）

58 - 68

繁體中文

本研究以90世代最近三年內曾經出國旅遊的消費者為抽樣對象，從遊客之觀點，釐清旅遊動機與旅遊體驗對購後行為之關係﹔因此本研究之目的為：探討旅遊動機與購後行為間之關係﹔剖析旅遊動機與旅遊體驗間之關係﹔探索旅遊體驗與購後行為間之關係﹔分析抽樣對象遊客之性別、年齡、教育程度等人口統計變數之概況。本研究採便利抽樣法；共計發放問卷300份，去除未回收問卷、無效問卷或未填答完成者，實際可用的有效樣本共260份，回收率達86%。利用層級迴歸方法分析，獲得以下實驗結果：旅遊動機與購後行為呈顯著正向關係；旅遊動機與旅遊體驗呈部分顯著正向關係；旅遊體驗與購後行為呈顯著正向關係。

It is no longer difficult to travel abroad. The number of tourists in the 90th generation also continues to grow, so the 90th generation group. The way of travel is also of great concern. A happy journey will make them have a good travel experience for traveling abroad. Therefore, the factors to be considered are whether the motivation of traveling abroad is positive and the feelings presented to them by the tourist area. The resulting travel experience will affect the post-purchase behavior of the 90th after the end of the journey. The purpose of this study is to explore how to use the motivations and experiences of tourism as self-variable items, and then the post-purchase behavior as dependent variables from the perspective of the 90th; to explore the impact of travel motivation and travel experience on post-purchase behavior. Through questionnaire surveys, the questionnaires were distributed to 90th generation tourists who had traveled abroad, and 260 valid questionnaires were recovered. The results of the study show that the 90th has a better impression on the travel experience of traveling abroad, and the post-purchase behavior will also have a positive correlation.

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