本校學位論文庫
CITYU Theses & Dissertations
論文詳情
黄思皓
王心
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (中文學制)
碩士
2024
不確定性與感知價值對盲盒旅遊產品購買意願的影響研究 : 以同程旅行app酒店盲盒类产品為例
A Study of the Influence of Uncertainty and Perceived Value on the Purchase Intention of Blind Box Tourism Products: Taking the Blind Box of Tongcheng Travel App Hotel as an Example
酒店盲盒類產品 ; 購買意願 ; 感知價值 ; 消費行為
Hotel blind box products ; purchase intention ; perceived value ; consumption behavior
酒店盲盒類產品作為一種結合了驚喜元素和住宿體驗的創新產品，其最典型的特徵是不確定性。相關研究表明，不確定性對消費行為和購買意願有影響。這為不確定性作為消費者購買意願的影響因素提供了理論思路。本研究試圖從新的角度探討酒店盲盒類產品不確定性對消費者的感知價值和購買意願的影響。在如今的盲盒行銷熱潮中，本研究在梳理國內外學者文獻的基礎上基於斯金納的強化理論，通過構建一個綜合模型，採用定量的研究方法進行研究，綜合成熟的量表，設計出本文的問卷。在通過預調研問卷發放及修改，刪除無效問卷後，正式調查中收到305份有效問卷；最後，使用 SPSS 26.0 數據軟件，以及SmartPLS3等方法進行分析檢驗，得出以下結果：不確定性和感知價值，購買意願三者間存在相關的影響關係：不確定性對感知價值有正向影響，盲盒本身的特性會引發消費者奇妙的消費體驗。感知價值對購買意願有正向影響，這種體驗會引發消費者購買盲盒的衝動或多次購買。不確定性通過感知價值的中介作用正向影響購買意願，而不確定性對購買意願的直接路徑負向顯著，總效應為正向，說明不確定性主要通過提升感知價值間接驅動消費行為。遮掩效應在本研究的作用得到體現。不確定性可能通過感性路徑正向影響購買，但通過理性路徑負向影響。這一研究不僅為酒店營銷提供了新的視角，也為企業在激烈的市場競爭中制定更有效的盲盒營銷策略提供了客觀事實的依據。本文的研究成果對於推動消費者行為理論的深入理解和酒店行業的實踐應用具有重要的理論和實際價值。
Hotel blind box products, as an innovative offering combining surprise elements with accommodation experiences, are characterized primarily by their inherent uncertainty. Extensive research indicates that the uncertainty of blind boxes significantly influences consumer behavior, psychological responses, and purchase intentions. This provides a theoretical foundation for examining blind box uncertainty as a determinant of consumer purchase intentions. This study innovatively investigates the impact of hotel blind box uncertainty on customers' perceived value and purchase intentions. Amid the current blind box marketing trend, this research builds upon Skinner's reinforcement theory and synthesizes existing literature to develop a comprehensive model. Employing quantitative research methods, we designed a questionnaire based on established measurement scales. After pilot testing and refinement, with invalid responses excluded, we collected 305 valid questionnaires. Data analysis was conducted using SPSS 26.0 and SmartPLS3, yielding the following findings:A significant relationship exists among uncertainty, perceived value, and purchase intention. Uncertainty positively influences perceived value, as the unique characteristics of blind boxes create intriguing consumer experiences. Perceived value, in turn, positively affects purchase intention, stimulating consumers' impulse to purchase or repurchase blind boxes. Uncertainty exerts a positive indirect effect on purchase intention through the mediating role of perceived value, while demonstrating a negative direct effect. The overall effect remains positive, indicating that uncertainty primarily drives consumer behavior by enhancing perceived value. This study reveals a masking effect, suggesting that uncertainty may positively influence purchases through emotional pathways while negatively affecting them through rational pathways. This research not only provides novel insights for hotel marketing but also offers empirical evidence for developing more effective blind box marketing strategies in competitive markets. The findings contribute significantly to advancing consumer behavior theory and have practical implications for the hotel industry's operational practices.
2025
中文
79
致 謝 I
摘 要 II
Abstract III
圖目錄 VIII
表目錄 IX
第一章 緒 論 11
1.1 研究背景 11
1.2 研究意義 14
1.3 研究問題與目的 16
1.3.1 研究問題 16
1.3.2 研究目的 16
1.4 研究對象 17
1.5 研究設計 17
1.5.1 研究方法 17
1.5.2 研究內容與框架 18
1.5.3 研究流程圖 19
1.6 本章小結 20
第二章 相關概念界定與文獻綜述 21
2.1 盲盒 21
2.1.1盲盒的不確定性 21
2.1.2 盲盒營銷 22
2.2 斯金納的強化理論 23
2.3 感知價值 25
2.3.1 感知價值的定義與內涵 25
2.3.2 感知價值的測量量表 26
2.4 購買意願 28
2.4.1 購買意願的定義與內涵 28
2.4.2 購買意願的測量 29
2.5 本章小結 30
第三章 研究設計 31
3.1 研究假設與研究模型 31
3.1.1 研究假設 31
3.1.2 研究模型 32
3.2 問卷設計、發放與樣本收集 33
3.3 預調研問卷 35
3.3.1 預調研問卷設計 35
3.3.2 預調研數據分析 36
第四章 研究數據分析 38
4.1 描述性分析 38
4.1.1 調查對象基本資料特徵分析 38
4.1.2 問卷題項基本資料分析 39
4.2 信度分析 44
4.3 效度分析 44
4.4 方差分析 46
4.4.1 獨立樣本T檢驗 46
4.4.2 單因素變異數分析 47
4.5 相關分析 49
4.6 回歸分析 50
4.6.1 不確定性對感知價值的回歸分析 50
4.6.2 不確定性對購買意願的回歸分析 51
4.6.3 感知價值對購買意願的回歸分析 52
4.7 PLS-SEM分析 54
4.7.1 測量模型評估 54
4.7.2 結構模型評估 55
4.7.3 整體模型適配度 56
4.7.4 感知價值的中介效應評估 57
第五章 研究結論與建議 58
5.1 研究結論 58
5.1.1 描述性統計分析結論 58
5.1.2 方差分析結論 59
5.1.3 研究假設檢驗結論 60
5.2 研究建議 61
5.2.1 依靠盲盒不確定性豐富盲盒中的酒店房型 61
5.2.2 提供超預期的服務，鞏固和提高感知價值 62
5.2.3 利用社交媒體宣傳，進一步刺激購買意願 63
5.2.4 優化酒店預訂平臺，推廣酒店盲盒类产品 63
5.3 研究局限與研究展望 64
5.3.1 研究局限 64
5.3.2 研究展望 65
參考文獻 66
作者簡歷 77
附 錄 78
摘 要 II
Abstract III
圖目錄 VIII
表目錄 IX
第一章 緒 論 11
1.1 研究背景 11
1.2 研究意義 14
1.3 研究問題與目的 16
1.3.1 研究問題 16
1.3.2 研究目的 16
1.4 研究對象 17
1.5 研究設計 17
1.5.1 研究方法 17
1.5.2 研究內容與框架 18
1.5.3 研究流程圖 19
1.6 本章小結 20
第二章 相關概念界定與文獻綜述 21
2.1 盲盒 21
2.1.1盲盒的不確定性 21
2.1.2 盲盒營銷 22
2.2 斯金納的強化理論 23
2.3 感知價值 25
2.3.1 感知價值的定義與內涵 25
2.3.2 感知價值的測量量表 26
2.4 購買意願 28
2.4.1 購買意願的定義與內涵 28
2.4.2 購買意願的測量 29
2.5 本章小結 30
第三章 研究設計 31
3.1 研究假設與研究模型 31
3.1.1 研究假設 31
3.1.2 研究模型 32
3.2 問卷設計、發放與樣本收集 33
3.3 預調研問卷 35
3.3.1 預調研問卷設計 35
3.3.2 預調研數據分析 36
第四章 研究數據分析 38
4.1 描述性分析 38
4.1.1 調查對象基本資料特徵分析 38
4.1.2 問卷題項基本資料分析 39
4.2 信度分析 44
4.3 效度分析 44
4.4 方差分析 46
4.4.1 獨立樣本T檢驗 46
4.4.2 單因素變異數分析 47
4.5 相關分析 49
4.6 回歸分析 50
4.6.1 不確定性對感知價值的回歸分析 50
4.6.2 不確定性對購買意願的回歸分析 51
4.6.3 感知價值對購買意願的回歸分析 52
4.7 PLS-SEM分析 54
4.7.1 測量模型評估 54
4.7.2 結構模型評估 55
4.7.3 整體模型適配度 56
4.7.4 感知價值的中介效應評估 57
第五章 研究結論與建議 58
5.1 研究結論 58
5.1.1 描述性統計分析結論 58
5.1.2 方差分析結論 59
5.1.3 研究假設檢驗結論 60
5.2 研究建議 61
5.2.1 依靠盲盒不確定性豐富盲盒中的酒店房型 61
5.2.2 提供超預期的服務，鞏固和提高感知價值 62
5.2.3 利用社交媒體宣傳，進一步刺激購買意願 63
5.2.4 優化酒店預訂平臺，推廣酒店盲盒类产品 63
5.3 研究局限與研究展望 64
5.3.1 研究局限 64
5.3.2 研究展望 65
參考文獻 66
作者簡歷 77
附 錄 78
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