The Research of Consumer Behavior on Purchasing Outbound Gruop Tour Package on StarTravel

• Main Authors: CHU, JEN TE, 朱仁德
• Other Authors: CHU, WEN TSENG
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/34916328742279540162

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 94 === The Research of Consumer Behavior on Purchasing Outbound Group Tour Package on StarTravel Master thesis Jen-Te, Chu Advisor:Wen-Tseng, Chu Abstract In this study, the AIO Model and EMB Model are proposed and empirically tested in the people who purchased the outbound group tour package on StarTravel during January to October in 2004. The pourpose of this research is to determine whether intent to repurchase the outbound group tour package, tourist’s lifestyle and the relationshipwithin satisfaction of consumer behaviors. The tourists who purchased the product of outbound group package on StarTravel during January to October in 2004 would receive an electronic questionnaire, and 1053 questionnaire were collected. After deleting incomplete and contradictory samples, 986 were adopted and analyzed by descriptive statistical analysis, t-test, chi-square analysis, one-way ANOVA, Pearson’s correlation coefficients, regression analysis, cluster analysis, and Speaeman’s correlation. The major results in this research are summarized as follows: 1. The main factor of purchasing the product on StarTravel is the reasonable price and tourists make buying decision by himself. 2. The design of travel website and recommend to family members and friends were significant. The company should provide the real-time travel information on the website. 3. Tourist with different age have significant differenct satisfaction on “Prize Activity” in StarTravel, especially the tourists’ age were below 29 years old and over 50 years old. 4. The different education level tourist have significant difference satisfaction on “Member Special Case Activity” and “Prize Activity” in StarTravel. Especially the tourist who “below high school” the most significant, “above graduate school” is lowest. 5. The different income tourist have significant difference satisfaction on “Prize Activity” in StarTravel. Especially the tourist’s income between $20,001-$30,000 is the most significant, upper $70,000 is lowest. According to the result, it can develop the strategy of Internet travel marketing a understanding StarTravel tourist’s lifestyle, satisfaction, and repurchase intention. To find out what tourist need, to make the best marketing strategy. Key Words: Consumer Behavior, Lifestyle, Electronic Commerce, Travel Agency, Satisfaction, Repurchase Intention