自我意象一致性會影響旅遊行為嗎？兼論先前經驗、涉入、知識與時間壓力之調節效果

Does Self-Image Congruity Affect Travel Behavior? With the Moderating Effects of Prior Experience, Involvement, Knowledge, and Time Pressure

本研究探討自我意象一致性與旅遊購買意願間的關係，驗證自我意象一致性在觀光產業的適宜性，加上消費者之先前經驗、涉入、知識及時間壓力變數，是否會改變自我意象一致性對購買意願的影響力，進而鞏固自我意象一致性理論對於旅遊行為的重要性。本研究採用立意及便利抽樣方法，針對實體通路問卷之海外婚禮旅遊未婚男女進行抽樣，以台北市作為發放地點，共發放600份問卷，有效回收452份，有效回收率為75.3％。研究結果顯示，自我意象一致性正向影響海外婚禮旅遊產品購買意願。另外，除了時間壓力之外，先前經驗、涉入與知識皆會調節自我意象一致性對海外婚禮旅遊產品購買意願。理論貢獻為提供與海外婚禮相關業者之行銷活動與旅遊產品設計之參考。

This study explores the relationship between self-image congruity and travel purchase intention to verify the applicability of self-image congruity theory in the tourism industry and to clarify whether consumers' prior experience, involvement, knowledge, and time pressure affect the influence of self-image congruity on purchase intention. This study then consolidates the importance of self-image congruity theory toward travel behavior. The participants were recruited via purposive sampling and convenient sampling methods to recruit samples of unmarried men and women participating in overseas wedding tourism in Taipei City. A total of 600 questionnaires were distributed, and 452 were effectively retrieved, giving a response rate of 75.3%. The results showed that in addition to time pressure, prior experience, involvement, and knowledge moderate the effect of self-image congruity to the purchasing intention for overseas wedding travel products. This study's theoretical contribution can be used as a reference for marketing activities and tourism product design related to overseas wedding.