鐵路交通旅遊組合套票之旅客認知與購買意願探討

PERCEPTION AND PURCHASE INTENTION ANALYSIS TOWARDS RAILWAY-ORIENTED TRANSIT−PASS FOR TOURISTS

本研究針對「以鐵路為主體之交通旅遊組合套票」，收集旅客對於此類產品的態度與偏好，並建立消費者購買意願影響關係的線性結構化方程模式。模式中考量了旅客對於此類產品的知覺利益、知覺風險、知覺價值及購買意願四個主要構面，並進行中介效果檢驗，探討在「以鐵路為主體之交通旅遊組合套票」的產品特性下，這四個構面之間的影響關係。實證分析的結果多數支持了本研究所提出的研究假設，此類產品帶給消費者的「知覺利益」會對「知覺價值」具顯著正向影響，而此類產品帶給消費者的「知覺風險」則會對「知覺價值」具顯著負向影響，「知覺價值」則會正向影響消費者的「購買意願」。此外，根據中介效果檢驗可以得知，「知覺利益」會透過「知覺價值」正向影響「購買意願」，並顯示「知覺價值」在「知覺利益」與「購買意願」之間具備完全中介效果；「知覺風險」則會透過「知覺價值」負向影響「購買意願」，亦檢驗得「知覺價值」在「知覺風險」與「購買意願」之間存在完全中介效果。進而由分析結果推論其行銷與管理意涵，以提供經營管理者做為產品設計或營運的參考依據。

This study examined the relationships among tourists’perceived benefit, perceived risk, perceived value and purchase intention of railway−oriented transit−pass using the structural equation modeling (SEM). An online survey was conducted via popular websites for tourists in Taiwan. According to the empirical results, the theoretical model was found acceptable and the results support for proposed hypotheses. The results indicated that the perceived benefit has positive effect on the perceived value, while the perceived value has positive effect on the purchase intention. However, the perceived risk negatively influenced the perceived value. In other words, the mediating effects of the perceived value between perceived benefit, perceived risk and transit pass purchase intentions are also examined. Furthermore, the perceived benefit positively influenced the purchase intention via the perceived value, and the perceived risk negatively influenced the purchase intention via the perceived value. This study deduces information for railway companies about what are determinants of transit−pass, and what are impacts of tourists’perception on their purchase intention. This study also suggested marketing strategies and managerial implications from the empirical results.