| dc.contributor.advisor | 張卿卿 | zh_TW |
| dc.contributor.author (作者) | 許鈞凱 | zh_TW |
| dc.creator (作者) | 許鈞凱 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 17-九月-2009 15:33:31 (UTC+8) | - |
| dc.date.available | 17-九月-2009 15:33:31 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-九月-2009 15:33:31 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0094452012 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/33124 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 94452012 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 摘要 本研究從新奇追求動機探討遊客對旅遊產品的態度會被什麼因素所影響。許多學者提到，遊客對於新奇追求的差異，會影響他們選擇不同觀光活動及旅遊目的地的決策，因此旅遊行程有否提供遊客新奇的體驗（亦即新奇屬性）或是基於旅遊產品本身的新奇性，應能吸引不同新奇追求程度的遊客前往旅遊。然而以往關於新奇屬性的研究多針對實體產品，鮮少從服務性產品的面向做探討，文獻中對旅遊產品新奇性的描述亦甚少著墨，因此本研究藉由操弄新奇屬性和產品新奇性，從旅遊產品的角度觀察對於不同新奇追求程度的遊客之態度會產生什麼影響。 研究結果發現，旅遊行程加入新奇屬性或是產品新奇性較高的旅遊產品並不一定能讓遊客對有較好的印象。當面對無新奇屬性的旅遊行程或低新奇性產品（團體旅遊）時，低新奇追求的遊客相較於高新奇追求的遊客有更好的態度，但其同時對有新奇屬性的旅遊行程及高新奇性產品（自由行）也抱持同樣的好感；而面對有新奇屬性的旅遊行程或高新奇產品（自由行）時，高新奇追求的遊客則相對較有提升好感的趨勢。值得注意的是，當旅遊產品為高新奇性（自由行）並同時搭配具有新奇屬性的旅遊行程後，反而會使消費者發生資訊過載的情形進而提高學習成本，導致消費者對產品的評價混淆甚至產生負面態度。 因此，如果廠商想要在市場上推出新產品，以適度的新奇性做為產品設計的主軸是較為理想的選擇，例如自由行對於高、低新奇追求程度的消費者都具有一定的吸引力，或是團體旅遊搭配具有新奇屬性的旅遊行程亦是保險的組合方式。要注意的是，過多的新奇資訊同時也會增加消費者的學習成本，一旦造成消費者的資訊超載，反而會造成負面的效果。 | zh_TW |
| dc.description.abstract (摘要) | This research focuses on what factors based on novelty seeking will be influencing tourists’ attitude toward the tourism product. Many scholars have already mentioned that different degree of novelty seeking among tourists may influence their choices of different sightseeing activities and trip destination. Therefore, whether the travel programs provide novel experiences to the tourists(namely novel attributes) or any novelty of the product itself should be able to attract tourists with different degree of novelty seeking. However, researches on novel attributes in the past mostly put emphasis on substantial products and seldom discussed on service products. In addition, there is a lack of literature regarding product novelty as well. For these reasons, the purpose of this research is to observe the factors which influence attitudes of tourists with different degree of novelty seeking by means of manipulating novel attributes and product novelty.The result of this research shows that travel journey with novel attributes or just a tourism product with high degree of novelty don’t necessarily make better impressions on tourists. When facing travel journey with no novel attributes or just a product with low degree of novelty (package tour), tourists with low degree of novelty seeking show more favor towards the product than those with high degree of novelty seeking, but they as well have positive attitude when there is travel journey with novel attributes or just a product with high degree of novelty (semi-independent travel). On the other hand, the tourists with high degree of novelty seeking comparatively tend to show preference for the travel journey with novel attributes or just a product with high degree of novelty (semi-independent travel). Here what calls our attention is that, when the tourism product is with high degree of novelty (semi-independent travel) and is combined with the travel journey with novel attributes at the same time, it may cause information overload for consumers thus raise their learning cost instead. This even causes consumers to produce negative or confused attitude when evaluating the product.Hence, for the (tourism product) suppliers who want to release new products to the market, I suggest that product design should be emphasize on adding appropriate novelty. For example, semi-independent travel attracts consumers with both high and low degree of novelty seeking; tour package with novel attributes is also safe for tourists. What we should be aware of is that too much novel information increases consumer’s learning cost, and once it causes consumer’s information to overload, it may cause negative effect instead. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究動機與目的 1第二章 文獻探討 3第一節 旅遊市場與消費行為 3第二節 遊客旅遊動機—新奇追求 6第三節 新奇屬性 10第四節 旅遊產品 14第三章 研究架構與假設 20第一節 研究架構 20第二節 研究問題與假設 21第四章 研究方法 25第一節 研究方法選擇 25第二節 實驗設計 27第三節 實驗內容的選擇與設計 29第四節 變項的定義與測量 32第五節 實驗流程 34第六節 前測 35第五章 研究結果 39第一節 樣本數量與描述性統計 39第二節 量表信度檢測 41第三節 變項操弄檢定結果 42第四節 假設驗證 44第五節 小結 55第六章 結論 57第一節 發現與討論 57第二節 實務建議與未來研究 60第三節 研究限制 62參考文獻 63附件一：前測問卷 69附件二：旅遊行程新奇屬性前測設計 74附件三：實驗流程問卷 76附件四：實驗材料 81附件五：量表 83附件六：相關數據與圖表 85附件七：ITR量表 86表目錄表2.1.1：Mo等人（1993）ITR量表構面 8表4.1.1：國內民眾旅遊資訊來源(複選) 25表4.2.1：實驗分組 27表4.3.1：2004年至2005年中華民國國民出國目的地人數統計 29表4.3.2：2005年國人出國目的地（區） 29表4.6.1：旅遊產品新奇性的前測結果 36表4.6.2：旅遊行程新奇屬性的前測結果 37表4.6.3：ITR量表前測結果 38表5.1.1：各組樣本數量 39表5.1.2：實驗分組人數分佈 40表5.3.1：以旅遊產品的新奇性分組的四版廣告平均值、標準差及t檢定 42表5.3.2：以遊客新奇追求程度分組的平均值、標準差及t檢定 42表5.3.3：以旅遊產品新奇性分組的平均值、標準差及t檢定 43表5.3.4：以旅遊行程的新奇屬性分組的四版廣告平均值、標準差及t檢定43表5.4.1：依變項相關分析 44表5.4.2：多因子多變量變異數分析 44表5.4.3：遊客新奇追求程度與旅遊行程新奇屬性之交互作用 45表5.4.4：遊客新奇追求型程度與旅遊產品新奇性之交互作用 47表5.4.5：低新奇追求遊客對旅遊行程新奇屬性與旅遊產品新奇性之交互作用 49表5.4.6：高新奇追求遊客對旅遊行程新奇屬性與旅遊產品新奇性之交互作用 49表5.4.7：遊客新奇追求程度對態度的影響 54表5.4.8：不同新奇追求程度的遊客對旅遊行程實際的新奇感受 54表5.5.1：假設驗證結果整理 55表1.1.1：2005年台灣網路廣告量前10大產業類別 85 圖目錄圖3.3.1：研究架構圖 20圖4.1.5：實驗流程 34圖5.4.1：高低新奇追求型遊客對旅遊行程新奇屬性及旅遊產品新奇性之網頁態度 50圖5.4.2：高低新奇追求型遊客對旅遊行程新奇屬性及旅遊產品新奇性之產品態度 52圖5.4.2：高低新奇追求型遊客對旅遊行程新奇屬性及旅遊產品新奇性之品牌態度 53 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0094452012 | en_US |
| dc.subject (關鍵詞) | 新奇追求 | zh_TW |
| dc.subject (關鍵詞) | 新奇屬性 | zh_TW |
| dc.subject (關鍵詞) | 產品新奇性 | zh_TW |
| dc.subject (關鍵詞) | 資訊超載 | zh_TW |
| dc.subject (關鍵詞) | 旅遊市場 | zh_TW |
| dc.subject (關鍵詞) | 旅遊產品 | zh_TW |
| dc.subject (關鍵詞) | novelty seeking | en_US |
| dc.subject (關鍵詞) | novel attributes | en_US |
| dc.subject (關鍵詞) | product novelty | en_US |
| dc.subject (關鍵詞) | information overload | en_US |
| dc.subject (關鍵詞) | tourism market | en_US |
| dc.subject (關鍵詞) | tourism product | en_US |
| dc.title (題名) | 消費者新奇追求動機、新奇屬性及產品新奇性對消費者態度之影響--以旅遊產品為例 | zh_TW |
| dc.title (題名) | The effects of novelty seeking, novel attributes and product novelty on consumer’s attitude: Using tourism product as an example | en_US |
| dc.type (資料類型) | thesis | en |
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