碩士 / 國立屏東商業技術學院 / 行銷與流通管理系(所) / 99 / The Taiwanese students studying abroad are increasing in recent years while the concept of education-internationalized is developing. The researchers mostly investigated consumers’ perceived value of working holiday. Therefore, in order to make a chance to understand consumers’ intention and perceived value to authorize the working holiday agency, this research focuses on the theory of planned behavior. It subsumes product image, involvement, perceived value, corporate image and request wish to discuss their relations.
This research is according to documents to suppose. A total of 450 questionnaires were released and 346 valid questionnaires were retrieved. The effective response rate is 77%. SEM (Structural Equation Modeling) is applied for testing the model and research hypothesis. The research shows seven results. First, students prefer to live in home stay. The motive of working holiday is to improve language abilities. Second, the most popular country students want to go is Australia. In addition to learn English and Chinese, students mostly want to learn Japanese. Third, men prefer to catering industry and women prefer to hospitality industry. Forth, the perceived value of working holiday agency is significantly influenced on product image and involvement. Fifth, consumers’ attitude is significantly influenced on perceived value and corporate image. Sixth, the authorization intention of working holiday agency is significantly influenced on consumers’ attitude and corporate image. Seventh, the corporate image of working holiday agency does not significantly influence on perceived value and perceived value does not significantly influence on authorization intention. Finally, according to above results bring up a concrete theory and suggestion.
| Identifer | oai:union.ndltd.org:TW/099NPC05691001 |
| Date | January 2011 |
| Creators | Hui-Chen Hsu, 許惠貞 |
| Contributors | Kuan-Chang Kuo, 郭冠樟 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 116 |
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