التفاصيل البيبلوغرافية
| العنوان: |
旅遊網站之聲光影音效果對消費者購買意願之影響 ; The Study of Travel Website’s Audio-Visual Effect on Consumer's Purchasing Intention |
| المؤلفون: |
吳彥禹, Yan-Yu Wu |
| المساهمون: |
企業管理學系碩士班, 指導教授:陳映羽 |
| سنة النشر: |
2010 |
| المجموعة: |
Aletheia University Institutional Repository (AUIR) |
| مصطلحات موضوعية: |
旅遊網站, 聲光影音效果, 涉入程度, 購買意願, Travel website, Audio-Visual Effect, Involvement, Purchasing Intention |
| الوقت: |
7 |
| الوصف: |
隨著網際網路的發達為旅遊業在經營模式與行銷方式帶來新的變革。旅遊網頁的介面如果有好的內容、簡單的設計，就能抓住消費者的目光進而試圖去影響消費者在網站上的購買意圖。而越來越多的消費者會依其所獲得的資訊去評估產品，並影響其購買決策。因此本研究主要探討旅遊網站之聲光影音效果對消費者購買意願之影響關係，及涉入程度的干擾效果。 本研究以台灣地區18歲以上消費者為研究對象，採用便利抽樣法蒐集初級資料，共有400人填答，蒐集到有效問卷377份，有效回收率為94.25％，以迴歸分析法檢定研究假說。研究結果發現： （1）旅遊網站之聲光影音效果對消費者購買意願的影響有顯著的正向影響。 （2）涉入程度在旅遊網站之聲光影音效果對消費者購買意願的影響間並無顯著干擾效果。 ; With the development of the internet, there are several innovations in management and in marketing in tourism. The website of travel agents, using easy reading and well-organized content, can seize the customer eyes better. This kind of website can increase travel companies' profit. How much information customers get on the website may influences their purchasing behavior. Therefore, the major study of this paper: how deeply audio-visual effect of traveling websites influences the purchasing inclination and the browser. By using regression analysis on the survey with 400 questionnaires, which have 377 effective questionnaires with 94.25% effective rates of recovery, we could confirm the hypothesis: Customers are indeed affected by the website with the website which contains audio-visual effect. The results as following: 1. Customers are indeed affected by the website with the website with audio-visual effect. 2. Involvement degree does not remarkably represent interference effect on the audio-visual effect of travel agents websites that determine the customers purchasing intention. |
| نوع الوثيقة: |
other/unknown material |
| اللغة: |
Chinese
English |
| العلاقة: |
http://ir.lib.au.edu.tw/dspace/handle/987654321/2854Test |
| الإتاحة: |
http://ir.lib.au.edu.tw/dspace/handle/987654321/2854Test |
| رقم الانضمام: |
edsbas.37277D80 |
| قاعدة البيانات: |
BASE |
