Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23085
標題: 日本留學生對台灣城市形象之形成與城市消費意圖之研究
The formation of and intention of consumption derived from city image - A case of visiting Japanese students in Taiwan
作者: 賴佩吟
Lai, Pei-Yin
關鍵字: Min-Hsin Huang
城市形象
Su-Fang Lee
Chin-Shien Lin
形象來源機制
形象形成方式
城市形象態度
城市消費意圖
出版社: 行銷學系所
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摘要: 近幾年城市行銷已經逐漸被重視與實行,「城市競爭力」逐漸取代「國家競爭力」。城市的國際行銷的對象包含了外國觀光客、商務旅客、留學生、移民、中短期工作者,然而觀光企業主、公共部門和研究學者對上述各類型國際觀光客之裡瞭解仍不足亦不深。本研究目的即在(1)探討日本來台學生對台灣城市形象之形成,以及所形成之城市形象如何影響其形象態度與消費行為意圖;(2)透過實際比較「屬性計算法」和「類別比較法」兩種不同路徑所形成之城市形象以探討其間之差異並進一步闡釋其學術及實務意義。 本研究針對台北、台中、高雄三個城市內大學附設華語中心之日本留學生進行立意抽樣調查,共計156位受測者完成問卷之填答。除了以PLS分析方法來探討城市形象來源機制影響城市形象態度與城市消費意圖之線性結構外,並進一步以多元尺度分析受測者對於台灣四個主要城市(台北、台中、台南、高雄)之空間分布知覺圖。 研究結果發現:城市形象來源機制對受測者之城市形象態度的影響情形,會依是否為其旅居城市而有所不同。其中,自然發展機制形象來源對其旅居城市之形象態度皆具顯著影響;相反地,對其非旅居城市之形象態度則皆不具顯著影響。另一方面,自主機制形象來源則對受測者之城市形象態度皆不具顯著影響。 比較旅居不同台灣城市之受測者的城市知覺圖後發現:相對於「屬性計算法」路徑分析所產生之城市知覺圖,藉由「類別比較法」路徑分析所產生之知覺圖的城市分布情形,明顯較為穩定且一致。透過此結論可以給觀光企業主、公共部門建議:若想瞭解遊客對城市的態度,不能只透過既定化的屬性來衡量,同時應瞭解遊客對城市在整體上與其它城市的知覺差異,才能瞭解遊客對於城市形象的態度,並進一步推估其對城市之消費意圖。
The issue of destination marketing has been gradually emphasized and discussed in city - rather than country - perspective recently. The international target customers of city include foreign tourists, business travelers, foreign students, immigrants, and short- term workers. However, these groups around Taiwan today are too specific to be deeply understood by tourism business owners, public sectors, and research scholar. The purposes of this research are (1) to investigate how Japanese students in Taiwan form their city image and how to affect the attitude of the ircity and consumption intention;(2) to compare two approaches of city image formation (i,e., piecemeal-based and category-based) and to discuss the difference between the two approaches in academic and practical meanings. These research samples of this study consist of 156 Japanese who have registered as students of Chinese as second foreign language program in universities located in Taipei, Taichung and Kaohsiung city. The mechanism and perceptual maps of respondents' city image formation is analyzed by the linear structure equation model (PLS) and Multi-Dimension Scales (SPSS), respectively. The results of this study revealed that the respondents' image formation mechanism various among different cities. The autonomous formation agent has significant impact on the attitude of the city image to the city they lived. On the other hand, the respondents will not rely on the organic formation agents to form the attitude of the city image no matter they are residents or not. The results also showed that the perceptual maps developed through the “category-based” approach are more stable and consistent than those developed though the “piecemeal-based” approach. The findings contribute to the understanding of tourists' attitude toward a city and provide tourism business owner and public sectors that we should measure not only tourists' attitude by formulated attributes, we should also beware that holistic difference between cities.
URI: http://hdl.handle.net/11455/23085
其他識別: U0005-2107201115324400
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