| Summary: | 碩士 === 南台科技大學 === 國際企業系 === 100 === This study is for consumers who join mini-tours. We explore and analyze consumers’ that have participated in mini-tours in the lifestyle, travel motivations, and purchase decision, the difference between customer satisfaction and purchase intentions.
Consumers that have participated in mini-tours are the main target of the questionnaire by the survey method in Taiwan during 2011. By a convenience sample of measurements, 539 questionnaires were issued in total, 507 questionnaires were recovered. After the recovery of the questionnaires, narrative statistics, reliability analysis, validity analysis, analysis of variance (ANOVA), factor analysis, were all used to analyze the date. These tests were used to explore why consumers participate in mini-tours of consumer behavior so that through this research and analysis we can understand their lifestyles, purchasing decisions, customer satisfaction and repurchase intentions. The results of this study are the described in the following:
H1: different travel motivations, whether it will affect purchasing decisions of consumers participation in mini-tour, the results have a significant effect. Before consumers are purchasing, because of the recommendation of their friends or families to decide to purchase or not.
H2a: different lifestyles of the consumers, whether it will impact the motivation of travel to participate in a mini group of consumers, the results have a significant effect. Those consumers have senses of lifestyle more, and also like those styles of fashion and popular more. They are easy to decide to participate in tours.
H2b: different lifestyles of the consumers, whether it will affect participation in mini-group of consumers purchasing decisions, and the results have a significant effect. Consumers love to try different adventurous things, so they are easy to accept different purchasing decisions.
H3: the satisfaction of the mini-group of consumers, will affect the consumer after the repeat purchase intention, the results have a significant effect. Consumers’ responses in the post-consumer feeling being bad or good, it will affect consumers willing to buy the next level.
H4a: different lifestyles of the consumers, whether it will affect customer satisfaction to participate in a mini group of consumers, their results do not have a significant impact. The different consumer lifestyles, for the satisfaction of consumers will not have any impact.
H4b: different lifestyles of the consumer will affect repeat purchase intention of consumers to participate in mini-tours. The results show no significant impact. Express different consumer lifestyles, after the consumer repurchase intentions will not have any impact.
The operation of the lasting of traveling, is to understand the consumer behavior and purchase intentions, then develop to create again the niche after the new product of traveling and the market of segments, that is this study would expect , and can be provided as Tourist agent to make the strategic reference.
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