學術產出-Theses
Article View/Open
Publication Export
-
題名 虛擬化服務體驗對於旅遊意願的影響-以虛擬紫禁城和虛擬武漢為例
The impact of experience in service virtualization on travel intention- The case of virtual Forbidden City tour and virtual Wuhan tour作者 梁彥璋
Liang, Yen Chang貢獻者 李有仁
Li, Eldon Y
梁彥璋
Liang, Yen Chang關鍵詞 虛擬化體驗
體驗價值
服務體驗
虛擬化
行為意願
Virtual experience
experiential value
service experience
virtualization
behavior intention日期 2011 上傳時間 4-Sep-2013 17:00:00 (UTC+8) 摘要 本研究在探討資訊科技所創造出的虛擬化體驗，是否影響顧客在虛擬旅遊的體驗價值，並進而影響顧客對實體旅遊的消費意願，最後來探討虛擬化體驗系統的複雜性對消費意願的影響程度。我們以虛擬紫禁城和虛擬武漢線上景點導覽系統為研究案例，分兩階段模式來分析使用者消費意願．系統使用前，採用計畫行為理論及涉入程度的構面來衡量觀光旅遊之消費意願；系統使用過後，用互動性和生動性來探討虛擬觀光景點之體驗價值的關係，研究結果顯示虛擬紫禁城及虛擬武漢的虛擬體驗皆對實體旅遊之消費意願有所影響。
This paper aims to study how the experience of tourism virtualization derived from information technology affects not only the customer’s experiential value of virtual tourism, but also intention of traveling in the future. Moreover, we discuss how the complexity of virtual experience systems impacts customer intention. Two on-line tour systems, the virtual Forbidden City and the virtual Wuhan, are utilized in a sequence of experiments for tourism experience. Before using the system, the constructs of Theory of Planned Behavior and Involvement Theory are employed to measure the intention of traveling. After then, two constructs, interactivity and vividness, are adopted to explore how the experiential value of virtual tourism impacts the intention of travelling. Our research results show that experiential values of the virtual Forbidden City and the virtual Wuhan both have impacted the intention of travelling.參考文獻 Ajzen, I. Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved January, 2006, from University of Massachusetts, Department of Psychology, http://people.umass. du/aizen/publications.html. Ajzen, I. From intentions to actions: a theory of planned behavior. In J. Kuhl, and J. Beckman (Eds.). Action-control: From cognition to behavior, Heidelberg, Springer, 1985, pp. 11–39. Ajzen, I. The theory of planned behavior, Organ. Behavior and Human Decision Processes 50(2), 1991, pp. 179-211. Bagozzi, R. P. and Yi, Y. On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 1988, pp. 74–94. Baker, D. A., and Crompton, J. L. Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 2000, pp. 785–804. Baker, E., Al-Gahtani, S., and Hubona, G. The effects of gender and age on new technology implementation in a developing country: Testing the theory of planned behavior (TPB). Information Technology and People, 20(4), 2007, pp. 352-375. Baños, R. M., Botella, C., García-Palacios, A., Villa, H., Perpiñá, C. and Alcañiz, M. Presence and Reality Judgment in virtual environments: A unitary construct?. Cyberpsychology and Behavior, 3(3), 2000, pp. 327-335.Benford, S. D., et al., Embodiments, Avatars, Clones and Agents for Multi-user, Multi-sensory Virtual Worlds. Multimedia Systems, Berlin, Germany: Springer-Verlag, 1997. Bentler, P. M. and Bonett, D. G. Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 1980, pp. 588-606. Bigné, J. E., M. I. Sanchez, and J. Sanchez. Tourism Image, Evaluation Variables and after Purchase Behavior: Inter-relationship. Tourism Management, 22(6), 2001, pp. 607-616. Cano, V. and Prentice, R. Opportunities for endearment to place through electronic visiting-www homepages and the tourism promotion of Scotland. Tourism Management, 19(1), 1998, pp. 67-73.Chang, T. Z. and Wildt, A. R. Price, product information, and purchase intention: an empirical study. Journal of the Academy of Marketing Science, 22(1), 1994, pp. 16-27.Chang, M. K. Predicting unethical behavior: A comparison of the theory of reasoned action and the theory of planned behavior. Journal of Business Ethics, 17(16), 1998, pp. 1825-1834.Chen, Y. C., Shang, R. A. and Lin, A.K. The intention to download music files in a p2p environment: consumption value, fashion, and ethical decision perspectives. Electronic Consumer Research and Applications, 7(4), 2008, pp. 411-422.Cheong, R. The virtual threat to travel and tourism. Tourism Management, 16(6), 1995, pp. 417-422.Conner, M., and Abraham, C. Conscientiousness and the theory of planned behavior: Toward a more complete model of the antecedents of intentions and behavior. Personality and Social Psychology Bulletin, 27(11), 2001, pp. 1547–1561.De Lucia, A., Francese, R., Passero, I., and Tortora, G. Development and evaluation of a virtual campus on Second Life: The case of SecondDMI. Computer Education, 52(1), 2009, pp. 220-233.Eagly, A. H., and Chaiken, S. The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich. 1993. Fornell, C. R., and Larcker, D. F. Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3), 1981, pp. 39–50. Gallarza, M. G., and Saura, I.G. Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’travel behavior. Tourism Management, 27(3), 2006, pp. 437-452.Greenberg, S., Gutwin, C., and Cockburn, A. Awareness Through Fisheye Views in Relaxed-WYSIWIS Groupware. Proceedings of Graphics Interface, p28-38, Toronto, Canada, 1996, May, 21-24.Gretzel, U., Y. Yuan, et al. Preparing for the new economy: Advertising strategies and change in destination marketing organizations. Journal of Travel Research, 39(38), 2000, pp. 146-156. Hadjistavropoulos, H. D., Frombach, I. K., and Asmundson, G. J. G. Exploratory and confirmatory factor analytic investigations of the illness attitudes scale in a nonclinical sample. Behavior Research and Therapy, 37(7), 1999, pp. 671-684. Hair, J. F., Anderson, R. E., Tatham, R. L., and Black, W. C. Multivariate Data Analysis with Readings, 5th ed., MacMillan Publishing Company, New York, 1992. Han, H., Hsu, J., and Shue, C. Application of the theory of planned behavior to green hotel choice: Testing the effect of environmentally-friendly activities. Tourism Management, 31(3), 2009, pp. 1-10.Havitz, M. E. and Mannell, R. C. Enduring Involvement, Situational Involvement, and Flow in Leisure and Non-Leisure Activities. Journal of Leisure Research, 37(2), 2005, pp. 152-177.Ho, S. H. and Ko, Y. Y. Effects of self-service technology on customer value and customer readiness, Internet research, 18(4), 2008, pp. 427-446.Huang, C. Y., Chou, C. J., and Lin, P.C. Involvement theory in constructing bloggers` intention to purchase travel products. Tourism Management, 2010, pp. 513–526.Huang,Y.C., Backman, S.J., and Backman, K.F. The Impacts of Virtual Experiences on People`s Travel Intentions. Information and Communication Technologies in Tourism, 15, 2010, pp.555-566.Kokolosalakis, C., Bagnall, G., Selby, M., and Burns, S. Place image and urban regeneration in Liverpool. International Journal of Consumer Studies, 30(4),2006, pp.389–397.Kozak, M. Repeaters Behavior at Two Distant Destinations. Annals of Tourism Research, 28(3), 2001, pp. 748–807. Lastovicka, J. L., and Gardner, D. M. Low involvement versus high involvement cognitive structures. Advances in Consumer Research, 5, 1978, pp. 87-92.Lee, M. J. Effects of attitude and destination image on association members` meeting participation intentions: Development of meeting participation model. Kansas State University, 2005. Lin, W. B. Investigation on the model of consumers` perceived risk: integrated viewpoint. Expert Systems with Applications, 34(1), 2008, pp. 977-988.Montinho, L. Consumer Behaviour in Tourism. European Journal of Marketing, 21(10), 1987, pp. 5-44.Murphy, L., Mascardo, G., and Benckendorff, P. Exploring Word-of-Mouth Influences on Travel Decisions: Friends and Relatives vs. Other Travelers. International Journal of Consumer Studies, 31(5), 2007, pp. 517-527.Murphy, P., Pritchard, M.P., and Smith, B. The Destination Product and Its Impact on Traveller Perceptions. Tourism Management, 21(1), 2000, pp. 43–52.Oh, H. Price Fairness and Its Assymmetric Effects on Overall Price, Quality, and Value Judgements: the Case of an Upscale Hotel. Tourism Management, 24(4), 2003, pp. 241-249. Olson, J. M., and Zana, M. P. Attitudes and attitude change. Annual Review of Psychology, 44, 1993, pp. 117-154. Park, S. R., Nah, F. F.-H., DeWester, D., and Eschenbrenner, B. Virtual World Affordances:“Enhancing Brand Value.” Journal of Virtual Worlds Research,2008,1(2),(https://journals.tdl.org/jvwr/article/view/350/267).Park, H.S. Relationships among attitudes and subjective norms: Testing the theory of reasoned actions across cultures. Communication Studies, 51(2), 2000, pp. 162-175.Petrick, J. F. Development of a Multi-Dimensional Scale for Mea-suring the Perceived Value of a Service. Journal of Leisure Research, 34(2), 2002, pp. 119-34.Petty, R.E. and Cacioppo, J.T. Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer-Verlag, New York Inc, 1986, Pine, B. J., and Gilmore, J. H. Welcome to the Experience Economy. Harvard Business Review, 76(4), 1998, pp. 97-105. Prentice, R. Evocation and Experiential Seduction: Updating Choice-Sets Modelling. Tourism Management, 2006, 27(6), pp. 1153-1170Rizzo, A. A., Wiederhold, M., and Buckwalter, J. G. Basic issues in the use of virtual environments for mental health applications. Stud Health Technol Inform, 58, 1998, pp. 21-42Rothschild, M.L. Marketing communications in nonbusiness situations, or why it`s so hard to sell brotherhood like soap. Journal of Marketing, 43 (Spring), 1979, pp. 11-20.Sanchez-Vives, M.V. and Slater, M. From presence to consciousness through virtual reality. Nature Reviews Neuroscience, 6(4), 2005, pp. 332-339.Schmitt, B. H. Experiential Marketing: How to Get Customers to Sense Feel, Think, Act and Relate to Your Company and Brands. Free Press, 1999, New York.Severeijns, R., Vlaeyen, J. W., van den Hout M. A., and Weber, W. E. Pain catastrophizing predicts pain intensity, disability, and psychological distress independent of the level of physical impairment. Clinical Journal of Pain, 17(2), 2001, pp. 165–72. Slater, M. Measuring presence: A response to the Witmer and Singer presence questionnaire. Presence: Teleoperators and Virtual Environments, 8(5), 1999a, pp. 560-565Sparks, B. Planning a wine tourism vacation? Factors that help to predict tourist`s behavioral intentions. Tourism Management, 28(5), 2007, pp. 1180-1192.Steuer, J. Defining virtual reality: dimensions determining telepresence. Journal of Communication, 42(4), 1992, pp. 73-93.Sweeney, J.C., and G.N. Soutar, Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 2001, pp. 203-220Takatalo, J., Nyman, G., and Laaksonen, L. Components of human experience in virtual environments. Computers in Human Behavior, 24(1), 2008, pp. 1-15.Taylor, S., and Todd, P. A. Assessing IT Usage: The Role of Prior Experience, MIS Quarterly, 19(4), 1995a, pp. 561-570.Tsai, C. Y. Applying the theory of planned behavior to explore the independent travelers` behavior. Journal of Business Management, 4(2), 2010, pp. 221-234.Usoh, M., Catena, E., Arman, S., and Slater, M. Using Presence Questionnaires in Reality. Presence: Teleoperators and Virtual Environments, 9(5), 2000, pp. 497-503Williams, P. Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research, 36(3), 2009, pp. 413-438.Williams, P., and Soutar, G.N. Dimensions of Customer Value and the Tourism Experience: An Exploratory Study. ANZMAC 2000 Visionary Marketing for the 21st Century: Facing the Challenge, 2000, pp. 1415-1421Witmer, B. G., and Singer, M. J. Measuring Presence in Virtual Environments: A Presence Questionnaire. Presence, 7(3), 1998, pp. 225-240.Woodside, A.G., Frey L.L., and Daly, R.T. Linking service quality, customer satisfaction, and behavioral intention: from general to applied frameworks of the service encounter. Journal of Health Care Mark, 9(4), 1989, pp. 5-17.Zaichkowsky, J. L. Conceptualizing involvement. Journal of Advertising, 15(2), 1986, pp. 4-14.Zaichkowsky, J.L. Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 1985, pp. 341-352. 描述 碩士
國立政治大學
資訊管理研究所
98356017
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098356017 資料類型 thesis dc.contributor.advisor 李有仁 zh_TW dc.contributor.advisor Li, Eldon Y en_US dc.contributor.author (Authors) 梁彥璋 zh_TW dc.contributor.author (Authors) Liang, Yen Chang en_US dc.creator (作者) 梁彥璋 zh_TW dc.creator (作者) Liang, Yen Chang en_US dc.date (日期) 2011 en_US dc.date.accessioned 4-Sep-2013 17:00:00 (UTC+8) - dc.date.available 4-Sep-2013 17:00:00 (UTC+8) - dc.date.issued (上傳時間) 4-Sep-2013 17:00:00 (UTC+8) - dc.identifier (Other Identifiers) G0098356017 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60220 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理研究所 zh_TW dc.description (描述) 98356017 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 本研究在探討資訊科技所創造出的虛擬化體驗，是否影響顧客在虛擬旅遊的體驗價值，並進而影響顧客對實體旅遊的消費意願，最後來探討虛擬化體驗系統的複雜性對消費意願的影響程度。我們以虛擬紫禁城和虛擬武漢線上景點導覽系統為研究案例，分兩階段模式來分析使用者消費意願．系統使用前，採用計畫行為理論及涉入程度的構面來衡量觀光旅遊之消費意願；系統使用過後，用互動性和生動性來探討虛擬觀光景點之體驗價值的關係，研究結果顯示虛擬紫禁城及虛擬武漢的虛擬體驗皆對實體旅遊之消費意願有所影響。 zh_TW dc.description.abstract (摘要) This paper aims to study how the experience of tourism virtualization derived from information technology affects not only the customer’s experiential value of virtual tourism, but also intention of traveling in the future. Moreover, we discuss how the complexity of virtual experience systems impacts customer intention. Two on-line tour systems, the virtual Forbidden City and the virtual Wuhan, are utilized in a sequence of experiments for tourism experience. Before using the system, the constructs of Theory of Planned Behavior and Involvement Theory are employed to measure the intention of traveling. After then, two constructs, interactivity and vividness, are adopted to explore how the experiential value of virtual tourism impacts the intention of travelling. Our research results show that experiential values of the virtual Forbidden City and the virtual Wuhan both have impacted the intention of travelling. en_US dc.description.tableofcontents 一、緒論 ...................................................11.1 研究背景與動機 .........................................11.2 研究問題................................................41.3 研究目的................................................51.4 研究流程................................................5二、文獻探討 .............................................82.1 計畫行為理論............................................82.1.1 態度.................................................92.1.2 主觀規範(群體規範)....................................102.1.3 知覺行為控制 ......................................112.1.4 行為意願.............................................122.2 涉入理論...............................................132.3 互動性與生動性 ........................................172.5 體驗價值...............................................20三、研究方法 ............................................243.1 概念性定義和研究架構 .................................243.2 實驗流程說明 ........................................273.3 問卷設計...............................................293.4 研究工具...............................................293.5 研究對象...............................................33四、資料分析 ...........................................344.1 模型評估的分析策略......................................344.2 測量模型(虛擬紫禁城)....................................344.3 結果(虛擬紫禁城).......................................384.4 測量模型(虛擬武漢) ....................................394.5 結果(虛擬武漢).........................................43五、結論和建議 ..........................................44參考文獻 .................................................47附錄A.問卷之題項 .........................................52附錄B.資訊研讀 ..........................................53附錄C.基本資料 ..........................................73 表目錄表1. Experience value definition and class................22表2. Operationalization of variables......................25表3. Difference between the two cities....................31表4. Similarity between the two cities....................32表5. Reliability(virtual forbidden city)..................35表6 . Discriminant validity(before).......................36表7. Discriminant validity(after).........................36表8. Overall fits of models (before)......................37表9. Overall fits of models (after).......................37表10. Paired Samples Test.................................38表11. Reliability(virtual Wuhan)..........................40表12 . Discriminant validity (before).....................41表13. Discriminant validity (after).......................41表14. Overall fits of models (before).....................42表15. Overall fits of models (after)......................42表16. Paired Samples Test.................................43 圖目錄圖1研究流程圖...............................................7圖2計畫行為理論.............................................9圖3涉入理論架構............................................16圖4影響臨場感科技變數.......................................17圖5研究架構................................................25圖6實驗流程圖..............................................28 zh_TW dc.format.extent 1750842 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098356017 en_US dc.subject (關鍵詞) 虛擬化體驗 zh_TW dc.subject (關鍵詞) 體驗價值 zh_TW dc.subject (關鍵詞) 服務體驗 zh_TW dc.subject (關鍵詞) 虛擬化 zh_TW dc.subject (關鍵詞) 行為意願 zh_TW dc.subject (關鍵詞) Virtual experience en_US dc.subject (關鍵詞) experiential value en_US dc.subject (關鍵詞) service experience en_US dc.subject (關鍵詞) virtualization en_US dc.subject (關鍵詞) behavior intention en_US dc.title (題名) 虛擬化服務體驗對於旅遊意願的影響-以虛擬紫禁城和虛擬武漢為例 zh_TW dc.title (題名) The impact of experience in service virtualization on travel intention- The case of virtual Forbidden City tour and virtual Wuhan tour en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Ajzen, I. Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved January, 2006, from University of Massachusetts, Department of Psychology, http://people.umass. du/aizen/publications.html. Ajzen, I. From intentions to actions: a theory of planned behavior. In J. Kuhl, and J. Beckman (Eds.). Action-control: From cognition to behavior, Heidelberg, Springer, 1985, pp. 11–39. Ajzen, I. The theory of planned behavior, Organ. Behavior and Human Decision Processes 50(2), 1991, pp. 179-211. Bagozzi, R. P. and Yi, Y. On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 1988, pp. 74–94. Baker, D. A., and Crompton, J. L. Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 2000, pp. 785–804. Baker, E., Al-Gahtani, S., and Hubona, G. The effects of gender and age on new technology implementation in a developing country: Testing the theory of planned behavior (TPB). Information Technology and People, 20(4), 2007, pp. 352-375. Baños, R. M., Botella, C., García-Palacios, A., Villa, H., Perpiñá, C. and Alcañiz, M. Presence and Reality Judgment in virtual environments: A unitary construct?. Cyberpsychology and Behavior, 3(3), 2000, pp. 327-335.Benford, S. D., et al., Embodiments, Avatars, Clones and Agents for Multi-user, Multi-sensory Virtual Worlds. Multimedia Systems, Berlin, Germany: Springer-Verlag, 1997. Bentler, P. M. and Bonett, D. G. Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 1980, pp. 588-606. Bigné, J. E., M. I. Sanchez, and J. Sanchez. Tourism Image, Evaluation Variables and after Purchase Behavior: Inter-relationship. Tourism Management, 22(6), 2001, pp. 607-616. Cano, V. and Prentice, R. Opportunities for endearment to place through electronic visiting-www homepages and the tourism promotion of Scotland. Tourism Management, 19(1), 1998, pp. 67-73.Chang, T. Z. and Wildt, A. R. Price, product information, and purchase intention: an empirical study. Journal of the Academy of Marketing Science, 22(1), 1994, pp. 16-27.Chang, M. K. Predicting unethical behavior: A comparison of the theory of reasoned action and the theory of planned behavior. Journal of Business Ethics, 17(16), 1998, pp. 1825-1834.Chen, Y. C., Shang, R. A. and Lin, A.K. The intention to download music files in a p2p environment: consumption value, fashion, and ethical decision perspectives. Electronic Consumer Research and Applications, 7(4), 2008, pp. 411-422.Cheong, R. The virtual threat to travel and tourism. Tourism Management, 16(6), 1995, pp. 417-422.Conner, M., and Abraham, C. Conscientiousness and the theory of planned behavior: Toward a more complete model of the antecedents of intentions and behavior. Personality and Social Psychology Bulletin, 27(11), 2001, pp. 1547–1561.De Lucia, A., Francese, R., Passero, I., and Tortora, G. Development and evaluation of a virtual campus on Second Life: The case of SecondDMI. Computer Education, 52(1), 2009, pp. 220-233.Eagly, A. H., and Chaiken, S. The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich. 1993. Fornell, C. R., and Larcker, D. F. Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3), 1981, pp. 39–50. Gallarza, M. G., and Saura, I.G. Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’travel behavior. Tourism Management, 27(3), 2006, pp. 437-452.Greenberg, S., Gutwin, C., and Cockburn, A. Awareness Through Fisheye Views in Relaxed-WYSIWIS Groupware. Proceedings of Graphics Interface, p28-38, Toronto, Canada, 1996, May, 21-24.Gretzel, U., Y. Yuan, et al. Preparing for the new economy: Advertising strategies and change in destination marketing organizations. Journal of Travel Research, 39(38), 2000, pp. 146-156. Hadjistavropoulos, H. D., Frombach, I. K., and Asmundson, G. J. G. Exploratory and confirmatory factor analytic investigations of the illness attitudes scale in a nonclinical sample. Behavior Research and Therapy, 37(7), 1999, pp. 671-684. Hair, J. F., Anderson, R. E., Tatham, R. L., and Black, W. C. Multivariate Data Analysis with Readings, 5th ed., MacMillan Publishing Company, New York, 1992. Han, H., Hsu, J., and Shue, C. Application of the theory of planned behavior to green hotel choice: Testing the effect of environmentally-friendly activities. Tourism Management, 31(3), 2009, pp. 1-10.Havitz, M. E. and Mannell, R. C. Enduring Involvement, Situational Involvement, and Flow in Leisure and Non-Leisure Activities. Journal of Leisure Research, 37(2), 2005, pp. 152-177.Ho, S. H. and Ko, Y. Y. Effects of self-service technology on customer value and customer readiness, Internet research, 18(4), 2008, pp. 427-446.Huang, C. Y., Chou, C. J., and Lin, P.C. Involvement theory in constructing bloggers` intention to purchase travel products. Tourism Management, 2010, pp. 513–526.Huang,Y.C., Backman, S.J., and Backman, K.F. The Impacts of Virtual Experiences on People`s Travel Intentions. Information and Communication Technologies in Tourism, 15, 2010, pp.555-566.Kokolosalakis, C., Bagnall, G., Selby, M., and Burns, S. Place image and urban regeneration in Liverpool. International Journal of Consumer Studies, 30(4),2006, pp.389–397.Kozak, M. Repeaters Behavior at Two Distant Destinations. Annals of Tourism Research, 28(3), 2001, pp. 748–807. Lastovicka, J. L., and Gardner, D. M. Low involvement versus high involvement cognitive structures. Advances in Consumer Research, 5, 1978, pp. 87-92.Lee, M. J. Effects of attitude and destination image on association members` meeting participation intentions: Development of meeting participation model. Kansas State University, 2005. Lin, W. B. Investigation on the model of consumers` perceived risk: integrated viewpoint. Expert Systems with Applications, 34(1), 2008, pp. 977-988.Montinho, L. Consumer Behaviour in Tourism. European Journal of Marketing, 21(10), 1987, pp. 5-44.Murphy, L., Mascardo, G., and Benckendorff, P. Exploring Word-of-Mouth Influences on Travel Decisions: Friends and Relatives vs. Other Travelers. International Journal of Consumer Studies, 31(5), 2007, pp. 517-527.Murphy, P., Pritchard, M.P., and Smith, B. The Destination Product and Its Impact on Traveller Perceptions. Tourism Management, 21(1), 2000, pp. 43–52.Oh, H. Price Fairness and Its Assymmetric Effects on Overall Price, Quality, and Value Judgements: the Case of an Upscale Hotel. Tourism Management, 24(4), 2003, pp. 241-249. Olson, J. M., and Zana, M. P. Attitudes and attitude change. Annual Review of Psychology, 44, 1993, pp. 117-154. Park, S. R., Nah, F. F.-H., DeWester, D., and Eschenbrenner, B. Virtual World Affordances:“Enhancing Brand Value.” Journal of Virtual Worlds Research,2008,1(2),(https://journals.tdl.org/jvwr/article/view/350/267).Park, H.S. Relationships among attitudes and subjective norms: Testing the theory of reasoned actions across cultures. Communication Studies, 51(2), 2000, pp. 162-175.Petrick, J. F. Development of a Multi-Dimensional Scale for Mea-suring the Perceived Value of a Service. Journal of Leisure Research, 34(2), 2002, pp. 119-34.Petty, R.E. and Cacioppo, J.T. Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer-Verlag, New York Inc, 1986, Pine, B. J., and Gilmore, J. H. Welcome to the Experience Economy. Harvard Business Review, 76(4), 1998, pp. 97-105. Prentice, R. Evocation and Experiential Seduction: Updating Choice-Sets Modelling. Tourism Management, 2006, 27(6), pp. 1153-1170Rizzo, A. A., Wiederhold, M., and Buckwalter, J. G. Basic issues in the use of virtual environments for mental health applications. Stud Health Technol Inform, 58, 1998, pp. 21-42Rothschild, M.L. Marketing communications in nonbusiness situations, or why it`s so hard to sell brotherhood like soap. Journal of Marketing, 43 (Spring), 1979, pp. 11-20.Sanchez-Vives, M.V. and Slater, M. From presence to consciousness through virtual reality. Nature Reviews Neuroscience, 6(4), 2005, pp. 332-339.Schmitt, B. H. Experiential Marketing: How to Get Customers to Sense Feel, Think, Act and Relate to Your Company and Brands. Free Press, 1999, New York.Severeijns, R., Vlaeyen, J. W., van den Hout M. A., and Weber, W. E. Pain catastrophizing predicts pain intensity, disability, and psychological distress independent of the level of physical impairment. Clinical Journal of Pain, 17(2), 2001, pp. 165–72. Slater, M. Measuring presence: A response to the Witmer and Singer presence questionnaire. Presence: Teleoperators and Virtual Environments, 8(5), 1999a, pp. 560-565Sparks, B. Planning a wine tourism vacation? Factors that help to predict tourist`s behavioral intentions. Tourism Management, 28(5), 2007, pp. 1180-1192.Steuer, J. Defining virtual reality: dimensions determining telepresence. Journal of Communication, 42(4), 1992, pp. 73-93.Sweeney, J.C., and G.N. Soutar, Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 2001, pp. 203-220Takatalo, J., Nyman, G., and Laaksonen, L. Components of human experience in virtual environments. Computers in Human Behavior, 24(1), 2008, pp. 1-15.Taylor, S., and Todd, P. A. Assessing IT Usage: The Role of Prior Experience, MIS Quarterly, 19(4), 1995a, pp. 561-570.Tsai, C. Y. Applying the theory of planned behavior to explore the independent travelers` behavior. Journal of Business Management, 4(2), 2010, pp. 221-234.Usoh, M., Catena, E., Arman, S., and Slater, M. Using Presence Questionnaires in Reality. Presence: Teleoperators and Virtual Environments, 9(5), 2000, pp. 497-503Williams, P. Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research, 36(3), 2009, pp. 413-438.Williams, P., and Soutar, G.N. Dimensions of Customer Value and the Tourism Experience: An Exploratory Study. ANZMAC 2000 Visionary Marketing for the 21st Century: Facing the Challenge, 2000, pp. 1415-1421Witmer, B. G., and Singer, M. J. Measuring Presence in Virtual Environments: A Presence Questionnaire. Presence, 7(3), 1998, pp. 225-240.Woodside, A.G., Frey L.L., and Daly, R.T. Linking service quality, customer satisfaction, and behavioral intention: from general to applied frameworks of the service encounter. Journal of Health Care Mark, 9(4), 1989, pp. 5-17.Zaichkowsky, J. L. Conceptualizing involvement. Journal of Advertising, 15(2), 1986, pp. 4-14.Zaichkowsky, J.L. Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 1985, pp. 341-352. zh_TW
