遊客人格特質、從眾行為與旅遊紀念品消費決策型態關係之研究

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/18016

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Title:	遊客人格特質、從眾行為與旅遊紀念品消費決策型態關係之研究
Other Titles:	A STUDY ON RELATIONSHIPS AMONG PERSONALITY, CONFORMITY AND CONSUMER DECISION-MAKING PATTERNS FOR SOUVENIRS OF TOURISTS
Authors:	張憶萍 Chang, Yi-ping
Contributors:	旅遊管理學系旅遊管理碩士班丁誌魰 Chih-wen Ting
Keywords:	從眾行為;消費決策型態;紀念品;人格特質 consumer decision-making;conformity;personality;souvenir
Date:	2012
Issue Date:	2015-01-07 16:57:47 (UTC+8)
Abstract:	在旅遊過程中，遊客總是希望能買到值得自己紀念收藏以及饋贈親友的紀念品，也能保存旅遊中美好的回憶。因此，旅遊時購買紀念品已是遊客必然的消費行為。本研究旨在探討遊客的人格特質、從眾行為與旅遊紀念品消費決策型態之關係。以便利及滾雪球抽樣方法，針對有購買過旅遊紀念品的遊客進行問卷調查，發出問卷500份，回收434份有效問卷。所得資料以驗證性因素分析查證各構面的構成成分，並使用路徑/迴歸分析來驗證各構面之間的關係。　　　研究結果顯示：（1）友善性人格特質對從眾行為有正向顯著影響；（2）開放性人格特質對「新穎流行型」、「休閒購物型」與「物超所值型」消費決策型態有正向顯著影響；（3）情緒穩定性與嚴謹性人格特質對「困擾型」消費決策型態有負向顯著影響；（4）從眾行為對消費決策型態有正向顯著影響。依研究結果建議：販售紀念品業者可針對不同人格特質研發新穎有特色、流行多樣性以及物超所值的高品質旅遊紀念品，設計多元且具吸引力的行銷宣傳，提供遊客紀念品相關資訊，進而引發遊客從眾行為的氛圍，提升各類型旅遊紀念品消費決策型態的銷售量，以增進旅遊地的觀光產值與經濟發展。　　While traveling, tourists always want to buy souvenirs worthy of commemoration, collection, and presenting to relatives and friends. So that they can recall the wonderful moments of travel. Therefore, purchasing souvenirs is an inevitable consumer behavior of tourists. The purpose of this study is to find out the relations among personality, conformity and consumer decision-making patterns for souvenirs of tourists. In this study, we use the convenience and snowball sampling methods to conduct a survey for tourists who have bought souvenirs before. Of 500 issued questionnaires, there are 434 valid ones. We also use confirmatory factor analysis to check the components of each aspect based on data, and use path/regression analysis to verify the relations between various aspects.　　　The results revealed: (1) Agreeable personality has a positive significant effect on conformity. (2) Openness to Experience personality has a positive significant effect on “Novelty-Fashion Conscious Consumer”, “Recreational, Hedonistic Consumer”, “Price Conscious , Value-for-Money Consumer” among consumer decision-making patterns. (3) Emotional Stability personality and Conscientiousness personality have a negative substantial effect on “Confused by Overchoice Consumer” among consumer decision-making patterns. (4) Conformity has a positive significant effect on consumer decision-making patterns. According to the results of this study, for people with different personality, souvenir industry can develop high-quality souvenirs with innovative, fashionable-diversity and well-worth-its-value features. People of the industry of souvenirs can launch a marketing promotion with diversity, attraction, and provide souvenir information to tourists, and provoke conformity atmosphere among them as well. In these ways, they can enhance the sales of types of travel souvenirs in variety, and also improve output value, economic development of the tourism.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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