| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 94 === The purpose of this study is to examine the differences of shopping motivations and purchasing involvement between online travel products. Online shopping motivations (adapted from Beldona, Morrison, & O’Leary, 2005) , Consumer Involvement Profile Scale (adapted from Kapferer & Laurent, 1993 and Verbeke & Vackier, 2004) and Purchase-Decision Involvement Scale (adapted from Mittal,1989) were used in internet survey questionnaire. By employing two way ANOVA to analyze online shopping motivations with 2(foreign or domestic products) × 4(airline ticket, accommodation, foreign independent tour (FIT) or all-inclusive tour) design, the result indicates there’s no significant interaction, there are significant main effects of the travel products By employing two way ANOVA to analyze purchasing involvement (5 constructs of product involvement and purchase-decision involvement) with 2(foreign or domestic products) × 4(airline ticket, accommodation, foreign independent tour (FIT) or all-inclusive tour) design, the result indicates that there are significant interaction on “interest”, “sign”, “probability of error” three constructs and “purchase-decision involvement”. Take the ”interest” construct for example, the degree of involvement of the foreign FIT & all-inclusive tour consumers is significant higher than domestic ones. But there are no differences between international airline tickets & foreign accommodation and domestic ones. On the “sign” construct, the mean score of the foreign FIT products is significant higher than the other products. The paper then discusses the theoretical and practical implications of the findings, and suggests directions for future research.
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