碩士 / 康寧大學 / 企業管理研究所 / 103 / This research aims to explore the motives and satisfaction rates of consumers visiting tourist factories that feature exotic cultures, sceneries and products with focus on the factors of brand image and behavioral intention. The studies are conducted through a survey on consumers visiting the Arwin Bali Beach Tourist Factory, focusing on the correlations between the dimensions of consumer motive, brand image, customer satisfaction and behavioral intention. Subjects of this study were drawn through convenience sampling. Groups of visitors to the Arwin Bali Beach Tourist Factory were invited to answer a questionnaire, and a total of 500 valid samples were collected. Collected statistics were analyzed by SPSS21.0 and AMOS19.0 software and tested through reliability analysis, descriptive statistics analysis, independent-samples t Test, one-way ANOVA and structural equation modeling (SEM). Results of the studies showed that tourists with a junior high school level education or less have higher satisfaction rate than other groups. Consumer motives have significant correlation to the satisfaction rate. Consumer motives have significant influence to behavioral intention. Brand image has a significant correlation to the satisfaction rate. Brand image has a significant influence on behavioral intention, and customer satisfaction has a significant influence on behavioral intention.
| Identifer | oai:union.ndltd.org:TW/103LU000321018 |
| Date | January 2015 |
| Creators | Pei-lien Hsiung, 熊培蓮 |
| Contributors | Cheng-Te Lin, 林政德 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 121 |
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