南華大學數位論文

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1 旅理論 A THESIS FOR THE DEGREE OF MASTER OF SCIENCES DEPARTMENT OF TOURISM MANAGEMENT NAN HUA UNIVERSITY 旅度行度度數 Relationship among Purchase Motivation, Perceived Value, Satisfaction and Behavioral Intentions of Domestic Travel Products on TV Shopping Using Impulsive Level and Involvement Level as Segment Variables GRADUATE STUDENT: TSAI MENG-HUAN ADVISOR: CHEN CHIN-FU Ph.D. 年六

3 兩年歷歷不戀力老祥老勵刺力路來老若老力領林識領兩年來沈老玲老老老老老老旅理理老老論精見度力度兩年更玲論北路旅路來年年

4 旅理年度論論旅度行 - 度度數論旅旅路臨旅行旅不度旅 SEM 旅度行度度數異度行度度行度不行數度行度行度行旅度度 i

5 Title of Thesis: Relationships between Purchase Motivation, Perceived Value, Satisfaction and Behavioral Intentions of Domestic Travel Products on TV Shopping Using Impulsive Level and Involvement Level as Segment Variables Name of Institute: Department of Tourism Management, Nan Hua University Graduate Date: June 2006 Degree Conferred: M.S.C. Name of Student: Tsai, Meng-Huan Advisor: Chen, Ching-Fu Ph.D. Abstract Following the fast growth in domestic travel market, the TV shopping channel appears to be a strongly competitive distribution after the success of e-commerce in Taiwan. In addition to the host and product packaging, integrating the multimedia effect to make invisible traveling product tangible, the TV shopping channel enables the consumer to have the impulsive purchase and various levels of involvement in travel product. This study investigated consumers purchase motivations of the domestic travel product on TV shopping channel, and applied the SEM to analyze the relationships between perceived value, satisfaction and behavioral intentions for TV shopping consumers. In addition, impulsive level and involvement level are used as segmenting variables to examine the differences in relationships between variables in interest in different groups. The results reveal that both perceived value and satisfaction have positively direct effects on behavioral intentions, but satisfaction doesn t show significant impact on behavioral intentions. In terms of effects of segmenting variables, only the relationships of the low involvement group are different from those of the whole model. Specifically, perceived value has positively direct impacts on satisfaction and behavioral intentions, satisfaction have a positively direct effect on behavioral intentions, and perceived value, mediated by satisfaction, has a positively indirect impact on behavioral intentions with respect to the low involvement group. Keywords: TV shopping, domestic travel product, impulsive level, involvement level ii

6 錄 i ii 錄 iii 錄 v 錄 vii 論旅度行度度數 40 參料料數度 59 iii

7 4.5 數數異度行度行 79 - 度數 4.9 度行 85 - 度數論論參 94 錄 103 iv

8 錄 2.1 旅類旅旅流旅路異度不類行異量量度量行量度量度量數列度行數度度數度行度度 60 度 4.7 ANOVA 便利樂度行度參數 v

9 4.16 度參數參數度度參數參數度度參數參數度度參數參數度度參數參數 90 vi

10 錄 1.1 流歷念 CFA 參數路路度度度度 90 vii

11 論 1.1 年年來旅旅旅路旅旅旅行路旅行年來旅路旅行度旅旅臨 94 旅路旅行路路旅行年來更 - 行不不度類路年 2003 年 SARS 了 92 流路年來不流龍年路 1

12 旅年旅度年六旅來 94 率了旅降不旅路更路更旅來路 2

13 1.2 年來路路碌路便路降金路 Kernohan 1999 路路不 10 度來路錄年來路年來 QVC Quality Value ConvenienceHSN Home Shopping Network LG 兩零 8 3 益 94 立 1999 年 2005 年立 MOMO 2006 年立 ViVa 力了 70 零力旅旅旅行旅路路兩年來路旅行若不路流路路旅 2005 年 8 年 32 路旅 3

14 力旅不路旅了度都旅路了度度數來度度度行不 4

15 1.3 旅路路旅旅路行度行度度數來了旅數度行異旅度行旅度異度行旅度異度行六旅行來參 5

16 1.4 旅旅旅理不行理旅行飯飯六飯六年 40 行 6

17 1.5 : 論流旅度行度度行料 / 數度數異數六 / 度度論論 7

18 1.6 流立料論流 1-1 : 立料理論 1-1 流 8

19 路裡了行易祥 84 路立葉 89 說 Engel, Warshaw, Kinnear & Reece 2000 樂利刺利年年 Stephens, Hill, & Bergman, 1996 MSN The Home Shopping Network QVC Quality Value Convenience 兩年零利錄不不 9

20 1999 年立年 450 數 5 年零路錄列 94Solomon 1994 來 1. 惡度便利 2. 來例車了 3. 力令來力 4. 量識論利益 5. 來行易來更力不來零 10

21 2.2 旅旅 Kotler & Armstrong 2001 旅飯飯不令旅 2001 旅 core product 例旅館 actual product 例飯 augmented product 利益更例易 11

22 2.2.2 旅 90 諸旅力切旅旅館旅旅勞旅旅旅力例旅旅類旅類林 95 類旅類類 1 行車旅館 i more 飯福飯蓮來飯飯... 2 旅行理 A. 樂旅福旅行旅旅行旅旅行... B. 旅旅行旅旅行... 12

23 旅類旅類旅旅旅行旅類旅旅行 1. 不 1. 不 2. 飯 2. 3.// 聯行 1. 樂 1. 岀 / 領 2.//... 2.//... 行 VIP 行 1. 岀 / 領 2.//... 料來林 95 13

24 2.2.4 旅流旅行行流旅流流 1 / 旅行略契 2. 行 PD SH Live 行行行 4. 理料來林 95 14

25 2.2.4 旅路旅路路路路路路異旅路異路路路路都 / 不了路益 10 路錄力不 24 都 () 旅行旅行來金 20% 路年都 // 例路度聯益料來理零了不路行 24 都路旅行旅旅行 / 路路易不年利路行益零 / 旅行不金旅行旅旅行 PAK 路路利 15

26 Mook 1987 力力行 88 力列不列不 Hahha & Wozniak 2001 狀狀 Blackwell, Miniard & Engel 2001 來理理力 Schiffman & Kanuk 1991 行狀狀力行了力不力烈切 2.1 力力行力 2.1 歷料來 Schiffman & Kanuk

27 2.3.2 類 Tauber 1972 來行來列類 1. 樂了流行 4. 都裡 5. 刺便樂更兩流行 5 6 刺類 3 4 力 5 樂 Buttle & Coates 1984 了 Tauber 1. 殺 2. 練刺利離旅行 Blackwell et al Blackwell et al 類 17

28 1. 理 Physiological Need 理類利理類 2.Safety and Health Need 例旅 3.The Need for Love and Companionship 糖力都更 4.The Need for Financial Resources and Security 度力料旅岀 5. 樂 The Need for Pleasure 不樂樂旅行樂旅 6. Social Image Need 度 18

29 旅了度 7. The Need to Possess 更更更 8. The Need to Give 不金禮禮都 9. The Need for Information 說旅 10. The Need for Variety 不旅路路不 Tauber Buttle & Coates Blackwell et al. 類理便利刺殺理 12 旅 19

30 Zeithaml 1988 量念類 Bolton & Drew 1991 不不 Sirdeshmukh, Jagdip & Barry 2002 利益 Monroe & Krishnan 1985 量若 Zeithaml 1988 來說更念更易 20

31 精神念利益行 2.2 念金金 2.2 料來 Zeithaml (1988) Oh 1999 易 21

32 量參 Zeithaml 1988 兩金金力精神數 Bolton & Drew, 1991; Grewal, Monroe & Krishnan, 1998; Oh, 1999 ; Cronin, Brady & Hult, Zeithaml 不 2 念 3 度 4 2. Zeithaml 1988 不裡金精神 3. Parasuraman, Zeithaml & Berry

33 狀 Parasuraman et al 行諾力力識禮令力理量度理旅 23

34 2.5 度度 Cardozo 1965 度落 Fornell 1992 Spreng, MasKenzie, & Olshavsky 1996 度度 Newsome & Wright 1999 度 Kolter 2003 度度度 perceived performance expectation 兩異數若不不度度若不不度 2.4 度不不料來 Oliver

35 2.4 度若不理不不不說 nonsatisfaction 不不行更力理度 Westbrook 1981 度類 1. 度 2.3. 量度 Hawkins, Best & Coney 2004 行不不更了列度 1. 例樓樓例 2. 不不禮識不 3. 不 4. 不便不 5. 不 6. 更更更更 7. 不不利益 8. 25

36 9. 若不度量旅度量 26

37 2.6 行行 Fishbein & Ajzen 1975 行行行行行度行行行行留行行 Zeithaml, Berry & Parasuraman, 1996 Blackwell et al 行行行來利若烈利流行量 Zeithaml et al 度行來量行兩行行行不度行 Oliver 1999 度來諾行不度理諾行兩利行理論說度念 - 度 - 念行度 1. 27

38 cognitive loyalty2. affective loyalty3. 行 conative loyalty 4. 行 action loyalty Oh 1999 度行 Cronin et al 若度說良更更行 Sirdeshmukh, Singh & Sabol 2002 不行行更旅行量 28

39 2.7 度 Stern 1962 Cobb & Hoyer 1986 Rook 1987 力量烈立參樂略 Rook Fisher 1995 不立 Hawkins et al 烈索行不行略 Rook & Hoch 行行 Wolman, 1973; Rook, 1987; Wood, 1998; Rook Fisher, 1995; Blackwell et al., 2001; Hawkins et al., 理狀理狀力立力林靈 83 行刺力 3. 理 29

40 Freud 1920/1956 Rook & Fisher 1995 聯若樂 4. 量 Weinberg & Gottwald, 1982; Rook Fisher, 1995; Wood, 1998; Bayley & Nancarrow, 1998; Hawkins et al., 不力理精神行 Wishnie 1977 亂狀來 Rook 1987 Blackwell et al 量類兩類 Beatty & Ferrell 1998 數數兩類數異兩類利金異樂數不岀 30

41 刺刺 1. 刺樂 Miller 1991a Muzak 行樂留數量都 Blackwell et al 不識度行 2. 說力降都 Dholakia 2000 降行行力 3. Dholakia 2000 異易旅旅異不力都 1. 31

42 樂略金行 Rook & Fisher, 1995; Beatty & Ferrell, 1998 ; Dholakia, 力 Hoch & Loewenstein 1991 力度若力力行 3. Wood 1998 女易不力 1. 力 1 90 度異旅度飯 2 力 Iyer 1989 力兩 32

43 力行 3 立行行 Hoch & Loewenstein, 力 Beatty & Ferrell 1998 利金 Money Available 利金不易行 33

44 2.8 理論 Krugman 1965 / 不領年來 Krugman 1965 刺識立來連數量聯數量參數量 Howard & Sheth 1969 Wright 1973 來度 Mitchell 1981 理狀刺理狀 Antil 1984 刺度 Zaichkowsky 1985 度 Mittal 1989 理狀度林 91 力度刺度來類類 Houston & Rothschild 1978 Zaichkowsky 1986 Solomon 1999 類列 34

45 不類 Houston & Rothchild 1978 Zaichkowsky 1986 Solomon 1999 料來理切切不不理狀度度理狀度度理度念度 35

46 2.8.3 理論度 Zaichkowsky Zaichkowsky 1985 度度 Blackwell et al 麗狀度 90 度念例 A 飯 B 飯行不兩度異刺 / Blackwell et al 理 / 金 90 若 / 刺切度異度度若行來降

47 不不度 Clarke & Belk 1979 不度禮 Blackwell et al 度度參 Zaichkowsky 1994 年 PII 量 10 兩量旅度不 37

48 論類刺異來異度不料來 Zaichkowsky 念 38

49 2.8.4 度兩類異量了度不立度行異行來不來異理理理不度不易度不易度度度力力力料來 Robertson, Zielinski & Ward

50 2.9 數度了度 Cronin et al., 2000 度例更度更 H1 旅度行 Zeithaml 1988 來行度來行 H2 旅行度行 Cronin et al 度行度來行 H3 旅度行 40

51 參說說數說料六料 3.1 度 H4 H2 H1 度 H3 行 H5 度

52 3.2 了旅度行度利度度兩數 H1 旅度 H2 旅行 H3 旅度行 H4 H4a1 度 H4a2 行 H4a3 度行 H4b1 度 H4b2 行 H4b3 度行 H5 H5a1 度 H5a2 行 H5a3 度行 H5b1 度 H5b2 行 H5b3 度行 42

53 3.3 數行度行度度六參料 Blackwell et al 來理理力行 Tauber 1972Buttle & Coates 1984 Blackwell et al 類行了旅 Zeithaml 1988 量參 Zeitham 1988 Harrison & Shaw 2004 力精神旅理 7 量了度度理量 43

54 3.3.4 行行行金量度力行度理刺來行 Stern 1962Rook & Fishe 1995 Hausman 2000 理 11 來量 25%/ 度數度 Zaichkowsky 1985 度度 Zaichkowsky 1994 年 PII 量 10 兩 25%/ 度數 44

55 3.4 參料立來旅度行度度了旅參 Tauber 1972Buttle & Coates 1984 Blackwell et al 類旅量參 01 更 02 便利 03 不旅 Tauber 1972Buttle & Coates 1984 Blackwell et al.(2001) 04 更禮 09 樂

56 了參 Zeithaml 1988 量參 Harrison & Shaw 2004 力精神兩量參 01 Zeithaml 理 Harrison & 04 旅 Shaw 旅力精神度了度參 Westbrook 1981 量旅飯了度度量參 01 度 Westbrook 02 度飯度度了來行行 46

57 參 Gronholdt Martensenm & Kristensen 2000 列度量度行量參行 01 旅 02 旅旅 03 旅 Gronholdt, et al 了旅度參 Rook & Fisher 1995 量 Stern 1962 量金 Hausman 度量參行不 04 不便 07 旅 08 說 09 0 利率不 11 Stern 1962 Rook & Fisher 1995 Hausman

58 六了旅度 Zaichkowsky 1994 年 PII 量兩旅度量參度度 Zaichkowsky 不 1994 聯聯度不令令力力不不料女年度年數金 11 旅量度李 Likert Type 量不不見量度量 1511 行量度 11 48

59 55 六量度 1710 行量度旅旅便利利旅旅行北 - 福飯栗 - 麗度廬 - 綠飯 - 度 - 飯 - 度 6 量行 40 行飯旅 49

60 3.6 料 1. 數行 2. 度度來了量度量 Cronbach s α 數度了旅量 3. 行數理數數降數 4. 異數異數來不狀女年度數金度行異若異 Scheffe 了異 5. Structure Equation Model, SEM 數數不數 89 了理來度行 50

61 旅 95 年漏不 407 率料了旅 SEM 度行度度數異度行度聯 4.1 料料 4.1 女數 % % 15% 女 % % 女數 % %2 18.2% 3 6.6% 女數 46.4% 旅女 2 略數略旅行年 % % % % % 年 % 年勞旅年度 51

62 %22.9% ( ) 7.6%1.7% 75% 識度了度 %26% 4 1% % % % % % % 旅數年數 % 25.8% 14.7% 10.6% 年旅 51% 金 % % % % % 70% % 數北 % 31% 24.6% 7.1% 離 0.2% 數利 155 3C

63 旅車精契

64 4.1 類數類數女數女 3 ( ) 金北年 ( ) 離 ( ) 旅度 ( ) C 林 ( ) 車精契

65 數列 4.2 旅便利更兩數都 4 數 3.8 度 4.2 數列數 2 便利更樂不旅禮更數 12 行數數精數 KMO Kasier-Mayer-Olkin 量數行數 1 異數不 0.5 不數量 0.3 兩 55

66 更禮更便利不旅 6 數便利數數 6 樂 4 樂兩數異量 36.37% 28.51% 異量 64.89% 度數便利 Cronbach s 樂 Cronbach s 度數度便利更 2. 便利不旅 9. 樂樂量異量 ( ) 異量 KMO 數 Cronbach s α

67 4.3 數數了度度行數度行都旅力度兩飯行 / 4.4 度行數數理旅旅力精神度行度度飯度旅旅旅旅

68 度度行度 10 易旅度力旅力 4.5 度度數數不不度度便旅說利率不不 / / 聯 / 聯不令 / 令 / 力 / 力 / / 不 / 不 /

69 4.4 度度 Cronbach s α 數 Item to Total Correlation 度度 5 參度 4.6Cronbach s α 數 Cronbach 1951 α 數 0.7 度量數度見 59

70 4.6 度行度度度度行度度 Item-Totel Correlation Alpha if Item Deleted 理旅旅力精神度度飯度旅旅旅旅不不便旅說利率不不 / / 聯 / 聯不令 / 令 / 力 / 力 / / 不 / 不 / Cronbach s α

71 4.5 數數異數度行量量 ANOVA 數量數異數女年數金數兩度行數行 ANOVA 0.05 P <0.05 數數不行 Scheffe 兩兩不異 61

72 ANOVA 女年數金便利 * * ** * * 樂 ** * ** 力精神 ** 度 ** * * 飯 * * * 行 * ** * ** ** 料來理數 F( )P* P <0.05 ** P <0.01

73 便利便利數行異 4.8 數數 FPScheffe 旅便利不利益度不便利異度行 Scheffe 歷便利異 4.8 歷便異都度便利異行 Scheffe 便利異 4.8 數便利度來烈不便利異行 Scheffe 不兩兩 63

74 異離數數理不易 4.8 便利便利數 F P Scheff * ( ) ( ) ( ) ( ) ( ) ( ) * ( ) ( ) 林北離樂 ** * 樂數行異女數 4.9 旅樂樂來說烈女數數不異行 Scheffe 女數兩兩異 - 64

75 4.9 樂樂數 F P Scheff ** 女 * ( ) 力精神數行異 4.10 力精神不異行 Scheffe 兩兩異 4.10 數 F P Scheff 北 ** 離力精神數 F P Scheff 北 ** 離度度來飯數行 ANOVA 4.11 度金異度行 Scheffe 度度度 65

76 異度度金不度異行 Scheffe 不金兩兩異度不度度異行 Scheffe 不度兩兩異飯度異不行 Scheffe 飯度度不女數度異行 Scheffe 女數不兩兩異度異度 66

77 4.11 度數 F P Scheff ( ) ( ) ( ) ( ) ( ) ** ( ) 金 * 數 F P Scheff ( ) ( ) ( ) * ( ) 飯數 F P Scheff ( ) * 數 F P Scheff 女 * 3 ( ) 數 F P Scheff * 行行來 / 數行 ANOVA 4.12 數行異行 Scheffe 數不兩兩異數行異行 Scheffe 31 3 度 67

78 來 1 / 女異女兩行 Scheffe 女數不兩兩異行 Scheffe 北北數兩力 4.12 行數 F P Scheff 數 * 數 F P Scheff 數 ** / 數 F P Scheff 女 * 3 ( ) 林 ** 北北 ** 離

79 4.6 量行量來度念 LISREL 來 CFA 不路量更度量 CFA 料度切數精量來度行數都 3 數量量度 Individual Item Reiability 量數數量量量 Factor Loading 說量度 Espinoza 1999 量 T 念度 Hair, Anderson, Tatham & Black 1998 量數 0.5 度度 χ²= df=39 率 χ²/ df =2.93 GFI=0.95 RMSEA=0.069 RMR=0.045 AGFI=0.92 NFI=0.97 CFI=0.95 PNFI=0.69 PGFI=0.56 都契度理 CFA 念度度 composite reliability CR 量量度念度 Fornell & Larcker

80 度 0.6 數 0.80~0.84 良異量 average variance extracted AVE 量數異力若 AVE 度度 Fornell Larcker 數 AVE 都 0.5 數 0.52~0.60 度異量來度度 4.13 度度理 χ² P 0.05 χ²=80.19 P χ²/df 度量 GFI RESEA RMR AGFI 量度量 NFI CFI > 度量 PNFI 0~ PGFI 0~ 度行 4.14 參數數 T 異數數量異量度量 X X X X X Y Y Y Y Y Y

81 CFA 參數路 ξ1 X1 X5 X2 X3 X4 δ1 δ2 δ3 δ4 δ5 度 η1 Y1 Y2 Y3 δ6 δ7 δ8 行 η2 Y4 Y5 Y6 δ9 δ10 δ11

82 4.7 度行旅度行 4.3 利 LISREL 行數數 X1 X2 X3 X4 X5 力精神數 Y1 飯 Y2 Y3 Y4 Y5 Y6 數 X1 X2 H1 度 Y1 Y2 Y3 X3 H3 X4 H2 行 Y4 Y5 X5 Y6 4.3 路利來旅度行

83 度 4.15 度行 X1 X2 X3 X4 X5 Y1 Y2 Y3 Y4 Y5 Y6 X X X X X Y Y Y 行 Y Y Y P 0.01 P

84 4.7.2 度 4.16 度度 χ² df=37 P 參理易數量 Bagozzi & Yi 1988 度不 χ² 來 χ² 度 χ²/df 來度 Chin & Todd 1995 不 3 χ²/df=2.17 度 AGFI 0.8 GFI CFI 0.90 度良 GFI=0.97 RMSEA=0.054 RMR=0.033 AGFI=0.94 NFI=0.98 CFI=0.99 PNFI=0.66 PGFI=0.54 都料良度 4.16 度度理 χ² P 0.05 χ²=80.19 P χ²/df 度量 GFI RESEA RMR AGFI 量度量 NFI CFI > 度量 PNFI 0~ PGFI 0~ 量度行旅料行 4.4 利念 Maximum Likelihood 行路參數列

85 量量量量不量數度 convergent validity 度 discriminant validity 兩度 Bagozzi Yi 1988 兩度異量來量兩度 composite reliability CR 量度念度 Fornell Larcker 度 0.6 數 0.80~0.84 良異量 average variance extracted AVE 量數異力若 AVE 度度 Fornell Larcker 數 AVE 都 0.5 數 0.51~0.64 度異量來度度 75

86 度行 4.17 參數數 T 異數數量異量度量 X X X X X Y Y Y Y Y Y 論利參數數 t 數見 4.18 料路 4.4 α 0.05 立路不路 4.4 量度行數說度行 4.18 度 P 0.05 行 P 0.05 H1 H2 立度行 P 0.05 H3 不立旅度行數來度行烈 76

87 X Y1 X2 X3 X (11.60 ) 0.53(5.43 ) 度行 0.18(1.83) Y2 Y3 Y4 Y5 X Y 路 2.( ) 數 t 3. 數參數 4.18 參數路 T H1 度立 H2 行立 H3 度行不立 t 1.96 P 度度旅度度理狀旅度行行旅行 77

88 行旅不不若旅旅了度行度行旅度不來行論旅廉行若度來行度來行度不行來參 78

89 4.8 度行 - 度數數 25% 兩數度數度度度行旅料行路 4.5 利念 Maximum Likelihood 行路參數列度度 χ² 53.47χ²/df GFI 0.91 RMSEA RMR AGFI 0.85 NFI 0.91 CFI 0.97 PNFI 0.63 PGFI 0.53 都料良度 4.19 度度理 χ² P 0.05 χ²=53.47 P 度量 χ²/df GFI RESEA < AGFI 量度量 NFI CFI > RMR 度量 PNFI 0~ PGFI 0~

90 量 4.20 度 0.6 數 0.73~0.83 良 AVE 數數 0.41~0.62 度行 4.20 度參數數 T 異數數量異量度量 X X X X X Y Y Y Y Y Y 論利參數數 t 數見 4.21 料路 4.5 α=0.05 立路不路 4.5 量度行數說度行 4.21 度 P 0.05 行 P 0.05 H4a1 H4a2 立度行 P

91 H4a3 不立旅度行數來度行烈 X Y1 X2 X3 X (5.35 ) 0.49(3.26 ) 度行 0.05(0.40) Y2 Y3 Y4 Y5 X Y6 4.5 度 1. 路 2.( ) 數 t 3. 數參數 4.21 參數路 T H4a1 度立 H4a2 行立 H4a3 度行不立 t 1.96 P 度度行度不行度力若 81

92 4.8.2 度數度度度行旅料行路 4.6 利念 Maximum Likelihood 行路參數列度數度 χ² df=37 χ²/df 2.03 GFI 0.89 RMSEA RMR AGFI 0.80 NFI 0.94 CFI 0.96 PNFI 0.60 PGFI 0.47 都料良度 4.22 度度理 χ² P 0.05 χ²=71.09 P 度量 χ²/df GFI RESEA < AGFI 量度量 NFI CFI > RMR 度量 PNFI 0~ PGFI 0~ 量 4.23 度 0.6 數 0.84~0.87 良數 AVE 都 0.5 數 0.57~0.70 度異量來度度 82

93 度行 4.23 度參數數 T 異數數量異量度量 X X X X X Y Y Y Y Y Y 論利參數數 t 數見 4.24 料路 4.6 α 0.05 立路不路 4.5 量度行數說度行 4.18 度 P 0.05 行 P 0.05 H4b1 H4b2 立度行 P 0.05 H4b3 不立旅度行數來度行烈 83

94 X Y 度 0.85 Y2 X2 X3 X (6.95 ) 0.59(4.03 ) 行 0.16(1.24) Y3 Y4 Y5 X Y6 4.6 度 1. 路 2.( ) 數 t 3. 數參數 4.24 參數路 T H4b1 度立 H4b2 行立 H4b3 度行不立 t 1.96 P 度行度不行度行來若了來立利易 84

95 4.9 度行 - 度數數 25% 兩數度數度度行旅料行路 4.7 利念 Maximum Likelihood 行路參數列度數度 χ² 75.49χ²/df 1.99 GFI 0.89 RMSEA RMR AGFI 0.81 NFI 0.93 CFI 0.96 PNFI 0.64 PGFI 0.51 都料良度 4.25 度度理 χ² P 0.05 χ²=75.49 P 度量 χ²/df GFI RESEA < AGFI 量度量 NFI CFI > RMR 度量 PNFI 0~ PGFI 0~

96 量 4.26 度 0.6 數 0.73~0.83 良 AVE 數數 0.41~0.62 度行 4.26 度參數數 T 異數數量異量度量 X X X X X Y Y Y Y Y Y 論利參數數 t 數見 4.27 料路 4.7 α 0.05 立路不路 4.7 量度行數說度行 4.27 度 P 0.05 行 P 0.05 度行 P 0.05 H5a1 H5a2 H5a3 立 86

97 X Y1 X2 X3 X (5.16 ) 0.41(3.40 ) 度行 (2.81 ) Y2 Y3 Y4 Y5 X Y6 4.7 度 1. 路 2.( ) 數 t 3. 數參數 4.27 參數路 T H5a1 度立 H5a2 行立 H5a3 度行立 t 1.96 P 利 LISREL 1 度度行行 0.41 度行 H5a1 度 H5a2 行 H5a3 度行

98 度度行度行不了度不度都易行行度數度度行旅料行路 4.8 利念 Maximum Likelihood 行路參數列度數度 χ² 68.21χ²/df 1.66 GFI 0.89 RMSEA RMR AGFI 0.83 NFI 0.93 CFI 0.97 PNFI 0.69 PGFI 0.56 都料良度 88

99 4.29 度度理 χ² P 0.05 χ²=68.21 P 度量 χ²/df GFI RESEA < AGFI 量度量 NFI CFI > RMR 度量 PNFI 0~ PGFI 0~ 量 4.30 度 0.6 數 0.72~0.82 良 AVE 數數 0.47~ 度參數度行數 T 異數數量異量度量 X X X X X Y Y Y Y Y Y 論利參數數 t 數見 4.31 料路

100 α 0.05 立路不路 4.8 量度行數說度 P 0.05 行 P 0.05 H5b1 H5b2 立度行 P 0.05 H5b3 不立旅度行數來行度烈 X Y1 X2 X3 X (4.46 ) 0.59(3.89 ) 度行 0.12(0.92) Y2 Y3 Y4 Y5 X Y6 4.8 度 1. 路 2.( ) 數 t 3. 數參數 4.31 參數路 T H5b1 度立 H5b2 行立 H5b3 度行不立 t 1.96 P

101 度度行度不行了度度不行來行 91

102 論 5.1 論旅度行度度數了不異列論 1. 旅兩便利樂便利數旅便利不旅 2. 度行度行度不行旅來不兩路路 3. 數度不行來度旅都旅度不 92

103 5.2 不行 1. 年年不立 CRM 理離祥 95 度都飯兩度行契不飯異來不旅不不飯不不飯度利來路 2. 旅來旅異利參旅路旅行路旅行旅行不不路異旅來路行益 93

104 參 1. 祥 84 論立年 5 3 SARS 3. 林 91 行北 4. 林靈 83 行北 5. 林 95 旅行論旅年 3 1 e 量北 8. 祥 95 年 2 不 Show me the money? 見年 3 e 行北年立旅行旅 12. ( 94 年 9 26 ) 旅 13. 葉 89 行行論理 94

105 行北行理論北論論立理 95

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113 錄旅理旅旅行行旅行旅不樂旅理旅旅不不更便利不旅更禮樂旅不不理旅旅力精神 103

114 度旅不不度度飯度行不不旅旅旅旅行旅不不不不不便旅說利率不 104

115 六度旅度列例旅度度不旅度不旅度度不聯聯不令令力力不不 105

116 料女狀女年度林年旅數旅金北離了旅旅車精契 106

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