DRTS對民眾使用高鐵進行國內旅遊意願之研究

Abstract

本研究旨在探討價格促銷、知覺價值、特定目的式DRTS服務知覺、民眾搭乘台灣高鐵進行國內旅遊之意願，四研究變數之間的關係。本研究共計回收333份有效問卷，以獨立樣本t檢定與ANOVA進行假說之驗證分析。 本文的驗證結果顯示：一、當知覺價值高時，相對於無價格促銷，有價格促銷會導致更高的使用高鐵進行國內旅遊的意願；二、相對於低度特定目的式DRTS服務知覺，高度特定目的式DRTS服務知覺對旅遊意願具有正向影響；三、當特定目的式DRTS服務知覺高時，比起無價格促銷，有價格促銷會導致更高的使用高鐵進行國內旅遊的意願。  This research aims to explore the relationships among the four research variables- price promotion, perceived value, service perceived value of destination-specific DRTS, peoples’ willingness to take Taiwan’s HSR for domestic travel. A total of 333 valid questionnaires were conducted to verify the hypothesis via independent sample t test and ANOVA analysis. The results indicate that: 1. Compared to a lack of price promotion, the presence of promotion can improve the consumers’ willingness to travel by THSR when there is a high perceived value. 2. Compared to a low service perceived value of Destination-specific DRTS, a high service perceived value of Destination-specific DRTS has a more positive influence on the consumers’ willingness to travel. 3. Given a high service perceived value of destination-specific DRTS, the consumers’ willingness to travel by THSR is also higher with price promotions.