當您購買旅遊產品時是否會發生從眾行為？以社會影響觀點探討之：兼論涉與衝動性特質之調節效果

Are Consumers Influenced by Conformity Behavior When Purchasing Tourism Products? An Investigation into Social Influence and the Moderating Effect of Involvement and Impulsive Traits

現今消費文化的消費者容易受到外在社會影響的驅使，進而產生了從眾購物的現象。而此現象已經不僅僅侷限在一般的日常購物上，更擴展到旅遊產品上，而這種文化對於觀光產業的從業人員來說，是非常重要的。由於目前有關從眾行為的相關研究大多著重於一般的商品，考量近來國內對旅遊活動的需求日益殷切，因此本研究希望可以探討消費者在購買旅遊商品時，社會影響對於消費者的影響程度之大小是否會影響到消費者從眾行為之意願的高低，其中社會影響又分為資訊性影響與規範性影響。本研究欲採用立意抽樣及便利抽樣之方法，針對有購買旅遊商品之意願的消費者進行抽樣。研究對象選擇國內有意願購買旅遊商品的一般消費者進行問卷調查，回收的有效樣本數為370份。本研究結果可以彌補從眾理論之研究缺口，並提供旅遊業者所需之管理意涵。

Today more than ever, social factors can drive consumers to conform. The tendency to conform can impact purchasing behavior related to tourism products. This is important for those concerned with sales in the tourism industry. Most existing research on conformity behavior has focused on the purchasing of general commodities. Given the rising demand for travel products, we opt to investigate the relationship between social influence and conformity behavior in consumers’purchasing of travel products. The concept of social influence is divided into informational influence and normative influence. This study aims to use intentional sampling and convenience sampling methods to target consumers who are willing to purchase travel goods. The samples consist of individuals wishing to buy travel products. We obtain a total of 370 valid questionnaires. The results of this study can address the research gap related to conformity theory and provide management implications for tourism operators.