The Identification Study of Critical Leisure Quality Attributes for Taiwan Tour Bus Tourism!

ύ!๮!ε!Ꮲ!

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ᅺ!γ!ፕ!Ў!

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Ѡ᡼ᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ዴᇡࣴز!

The Identification Study of Critical Leisure Quality Attributes for Taiwan Tour Bus Tourism!

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! ! ! س!܌!ձǺ!࿶!ᔼ!ᆅ!౛!ࣴ!ز!܌!

! ! ! ᏢဦۉӜǺ!M09719047!!ᎄ!ಹ!ᑪ!

! ! ! ࡰᏤ௲௤Ǻ!ᎅ!ᆢ!ӂ! ! ௲!௤!

஭!ד!ប! ! ୋ௲௤!

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ύ!!๮!!҇!!୯!ΐΜΐ!ԃ!!Ζ!Д!

ᄔ!ा!

!!!!ᢀӀౢ཰ࢂϣሡࠠޑѦຩౢ཰Ǵࣁ 21 ШइѠ᡼࿶ᔮว৖ޑሦૐ܄୍ܺౢ

཰ǶѠ᡼ᢀӀЃγࢂ߈ԃٰҬ೯೽ᢀӀֽЬा௢୏ޑᢀӀਓၯ୍ܺౢࠔϐ΋Ǵ

׆ఈ೸ၸѠ᡼ᢀӀЃγس಍ޑࡌ࿼ᔼ೷р϶๓ޑਓၯᕉნǴаБߡ୯ϣѦਓ࠼

ӧѠ᡼຾ՉుࡋਓၯǶࡺᢀӀЃγਓၯ࿶ᔼޣჹܭѠ᡼ᢀӀЃγၯᏨࠔ፦ᕮਏ

౜ݩϐᕕှᆶᜢᗖၯᏨࠔ፦ឦ܄ϐඓඝǴ๊ჹԖշගϲѠ᡼ਓၯࠔ፦Ƕ!

ҁࣴزࣴزҞޑࣁǺ΋ǵΑှѠ᡼ᢀӀЃγᐕўᆶ౜ݩϩ݋ǹΒǵࡌᄬѠ

᡼ᢀӀЃγၯᏨࠔ፦ໆ߄ǹΟǵዴᇡѠ᡼ᢀӀЃγਓၯϐᜢᗖၯᏨࠔ፦ឦ܄Ƕ

ࣴزБݤх֖ୢڔፓࢗݤǵߞࡋϩ݋ǵਏࡋϩ݋ǵ໨Ҟᕴکϩ݋ǵϣ೽΋ठ܄

ਏ኱ݤǵঅ҅ख़ाࡋᕮਏϩ݋ǵᡍ᛾܄Ӣનϩ݋ᆶ௶ॊ಍ीϩ݋ǶၯᏨࠔ፦ୢ

ڔ೛ीୖԵΑ Parasuraman et al. (1988)܌ගޑ୍ܺࠔ፦ϖεᄬय़ᆶӭՏ୯ϣѦ ᏢޣϐၯᏨࠔ፦Ў᝘Ǵ٠ӆ࿶ขᗺიᡏБԄٰዴۓୢڔ߃ዺǴϐࡕୢڔ߃ዺӆ

࿶Ⴃ၂բ཰ࡕۓዺࣁ҅ԄୢڔǶၯᏨࠔ፦ϐჴሞགڙ௦Ҕ Likert ΎᗺໆЁٰຑ ۓᑽໆǴܜኬБݤ௦ҔߡճܜኬݤǴୢڔፓࢗჹຝࣁֹԋѠ᡼ᢀӀЃγၯᏨᡏ ᡍϐၯ࠼ǴԖਏ҅ԄୢڔӅी 262 ҽǶԶᜢᗖၯᏨࠔ፦ឦ܄ዴᇡ೽ϩǴ߾ࢂၮ Ҕ Deng (2007)܌ගȨঅ҅ख़ाࡋᕮਏϩ݋ȩݤٰዴᇡϐǶ

ࣴز่݀ᡉҢǴၯ࠼ჹѠ᡼ᢀӀЃγਓၯϐ᏾ᡏၯᏨࠔ፦᏾ᡏགڙำࡋѳ

֡ॶϟܭ 5.97 ~ 6.29 ϐ໔Ǵ߄ҢځၯᏨࠔ፦᏾ᡏགڙϟܭȨัࣁᅈཀȩᆶȨᅈ ཀȩ໔ǴࡺၯᏨࠔ፦ۘԖගܹϐѸाᆶޜ໔ǴЪё٩ҁࣴز܌ว౜ᜢᗖၯᏨࠔ

፦ឦ܄ٰ৖໒ϐǴаၲਏ੻ޑׯ๓่݀Ƕ࿶অ҅ख़ाࡋᕮਏϩ݋ݤ୺ՉࡕǴѠ

᡼ᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ឦ܄ीԖ 5 ໨ǺȨ࣬ᜢ୍ܺΓ঩Ᏹ஑཰ᆶ᏾ዅϐ ሺ߄ȩǵȨᏤၯᏱԖؼӳޑ஑཰ᏤំှᇥૈΚȩǵȨܭਓၯՉำύǴૈགډӼӄᆶ ӼЈȩǵȨૈΑှၯ࠼ঁΓϯϐሡ؃ȩǵȨૈа៝࠼ճ੻ࣁᓬӃԵໆȩǶԜϖ໨ၯᏨ

ࠔ፦ឦ܄Ώၯ࠼ଯࡋख़ຎՠࠅຑۓࣁեࡋჴሞགڙރᄊǴऩૈҥջᑈཱུׯ๓ ϐǴ߾ஒёਏ੻ӦගܹၯᏨࠔ፦Ƕനࡕҁࣴز٩Ᏽϖ໨ᜢᗖၯᏨࠔ፦ឦ܄ǵ౜

൑ᔼၮբ཰ᢀჸᆶࣴزϩ݋ၗૻගрӭ໨ׯ๓ࡌ᝼ǴаٮѠ᡼ᢀӀЃγਓၯ࿶

ᔼޣӧமϯၯᏨࠔ፦ਔϐୖԵǴ຾ԶගϲѠ᡼ਓၯࠔ፦Ƕ ᜢᗖӷǺᢀӀЃγǵၯᏨࠔ፦ǵঅ҅ख़ाࡋᕮਏϩ݋

ABSTRACT

Tourism industry becomes the vanguard service industry of Taiwan economic development during the 21st century. In recent years, Taiwan tour bus is an important travel product for promoting Taiwan tourism. However, until now no researches have provided useful information about current performance of Taiwan Tour Bus Tourism and critical leisure quality attributes. Such information is very important for improving quality of Taiwan Tour Bus Tourism.

The three purposes of the study are: first, understanding the history of Taiwan tour bus and analyzing its current situation; second, developing Taiwan tour bus leisure quality scale; third, identifying the critical leisure quality attributes of Taiwan tour bus tourism. Research methods applied in research are questionnaire survey, reliability analysis, factor analysis, item-to-total analysis, revised IPA, confirmatory factor analysis and descriptive statistic. The instruments of leisure quality in our research refer study of Parasuraman et al. (1988) and numerous studies.

Subsequently, focus group and pilot test are applied for producing the scale items.

Using convenience sampling approach, we attain 262 effective samples. We apply the method proposed by Deng (2007) to identify the critical leisure quality attributes of Taiwan tour bus tourism.

The research results shows that 5 critical leisure quality attributes need to be improved right away. These attributes are appearance of tour bus service employee is professional and neat, tour guide has a professional ability of tourism interpretation, feel safe and ease during period of tourism, travel agency and tour guide understand the individual needs of tourists, and travel agency has the best interests of tourists at heart.

Finally, this study provides suggestions for 5 critical leisure quality attributes and hope can help manager of Taiwan Tour Bus Tourism to improve leisure quality.

Keywords: Tour bus, Leisure quality, Revised importance-performance analysis

ᇞᖴᜏ

!!!!ࣴز܌ғఱ่״ΑǼ൩ӵӕ௲௤྽߃ࠀᓰך΋ኬǴࣴز܌Ⴝঁλࠠޗ཮Ƕ ٿԃٰךҔЈᡏ཮ǵҔЈᏢಞǴӢԜԏᛘᅈᅈǵགᖴΨᅈᅈǶ!

!!!!ᖴᖴգॺޑЍ࡭ᆶഉՔǴᡣך୲࡭ډനࡕǶ२ӃགᖴࡰᏤ௲௤!ᎅᆢӂԴৣ

೭Ϥԃٰፌፌ௲ᇧǴࢂന٫ޑؼৣ੻϶Ǵᡣךӧፐ཰Ϸғࢲ΢ڙ੻ؼӭǴӧ҂

ٰޑΓғၰၡ΢ஒᏢаठҔǶᖴᖴ஭דបԴৣᡣךـ᛽ታ᛬Кᖻޑ౰ݩᆶऍ१ ޑ༫ઝǴΨᐟวΑᏢಞޑወૈǶᖴᖴഋలಹԴৣ๏ךॺ΋ঁࡐ෇ޑᏢಞᕉნǴ ᕴࢂаᏢғࣁрวᗺٰ଺೛གྷǶᖴᖴഋ൏ႍԴৣவεᏢޑ஑ᚒډࣴز܌ፐำޑ

ࡰᏤǴᡣךᏢಞډᝄᙣǵᇡ੿аϷॄೢҺޑᄊࡋǶᖴᖴࡼ໡ඁԴৣᕴࢂᇡ੿௤

ፐЪ๏ϒךॺᐱҥࡘԵޑᐒ཮ǴᡣךॺᏢಞډ׳ֹ๓ޑࡘԵБԄǶᖴᖴЦذൟ Դৣᡣךᡏ཮ډଓਥز࢞ό໻ࢂ଺ࣴزޑന٫ᆒઓǴΨࢂᏢಞᐕำޑख़ाᄊ ࡋǶᖴᖴᖴ࣓޹ԴৣᡣךΑှόӕޑᏢಞᄊࡋᆶБԄǴΨᡣךᏢಞډόӕሦୱ ޑޕ᛽Ƕᖴᖴഋ؊৸ԴৣѳதޑᜢЈکα၂ޑࡰᏤᆶࡌ᝼ǴᡣፕЎ׳ֹ᏾Ƕӕ ਔགᖴα၂ہ঩ϡ୻ࣽמεᏢጰדѶ௲௤ǵܴཥࣽמεᏢ݅ܭ׶௲௤੝Ӧܜޜ

߻ٰ๏ϒᝊ຦ཀـᆶࡰ௲ǴᡣךޑፕЎ׳уڬஏǶ!

!!!!གᖴ༊ᙦਓՉޗǵ޸ጪਓՉޗǵߎࡌਓՉޗǵ܃৒ਓՉޗޑᔅԆǴ٠གᖴ ᇡ੿༤ቪୢڔޑၯ࠼ॺǴԖգॺޑڐշᆶୖᆶᡣҁࣴزளа໩ճ຾ՉΠѐǴ׆

ఈգॺ഻៿዗௃ྕཪޑѠ᡼Ƕ!

གᖴךᒃངޑܻ϶ॺǵӕᏢॺǵᏢߏᏢߏᏢ׌ۂॺǴᖴᖴգॺޑЍ࡭ᆶႴ ᓰǴգॺࢂך೭፸ηന෇ޑᘶނǶ!

നࡕǴགᖴךനᒃངޑݿ༰ǵդРդ҆ǴԖգॺ྽ךന٫ޑᗉ॥ෝǵԖգ ॺന੿၈ޑᜢᚶǵԖգॺྕធޑഉՔǴ๏ך΋ঁࡐ෇ޑғࢲکᏢಞᕉნǴᡣך

໩ճ౥཰Ƕ!

ஒ഻৹ᆶᅽ਻ϩ٦๏يᜐޑ؂΋ঁΓǴԖգॺ੿ӳǶ!

Ҟԛ

ᄔ!ा ... i

ABSTRACT... iii

ᇞᖴᜏ ... v

Ҟԛ ... vi

߄ԛ ... vii

კԛ ... viii

ಃ΋ക!ᆣፕ... 1

ಃ΋࿯ ࣴزङඳᆶ୏ᐒ ... 1

ಃΒ࿯ ࣴزҞޑ... 3

ಃΟ࿯ ࣴزጄൎᆶࣴزࢬำ ... 3

ಃΒക!Ў᝘௖૸ ... 5

ಃ΋࿯!ᢀӀЃγਓၯ ... 5

ಃΒ࿯!ၯᏨࠔ፦... 12

ಃΟ࿯!অ҅ IPA ... 18

ಃΟക!ࣴزБݤ ... 22

ಃ΋࿯!ୢڔ೛ी... 22

ಃΒ࿯!ܜኬፓࢗೕჄ ... 24

ಃΟ࿯!࣬ᜢ಍ीϩ݋Бݤ... 24

΋ǵ௶ॊ܄಍ीϩ݋ ... 24

Βǵߞࡋϩ݋ ... 24

Οǵਏࡋϩ݋ ... 25

Ѥǵ໨Ҟᕴکϩ݋ ... 25

ϖǵϣ೽΋ठ܄ਏ኱ݤ ... 25

Ϥǵঅ҅ IPA ϩ݋ ... 26

Ύǵᡍ᛾܄Ӣનϩ݋ ... 26

ಃѤ࿯!ᜢᗖၯᏨࠔ፦ឦ܄ዴᇡำׇϩ݋ ... 26

ಃѤക!ࣴزϩ݋ ... 28

ಃ΋࿯!ໆ߄߃ዺႣ၂ϩ݋... 28

ಃΒ࿯!ኬҁ่ᄬϩ݋ ... 30

ಃΟ࿯!ໆ߄ᆒᙁᆶዴᇡ ... 31

ಃѤ࿯!ၯᏨࠔ፦౜ݩϩ݋... 35

ಃϖ࿯!ᜢᗖၯᏨࠔ፦ឦ܄ϐዴᇡ ... 36

ಃϖക!่ፕᆶϩ݋ ... 39

ୖԵЎ᝘ ... 41

ߕᒵ A ҅Ԅୢڔ)ύЎހ* ... 51

ߕᒵ B!҅Ԅୢڔ)मЎހ* ... 53

߄ԛ!

߄ 1 SERVQUALໆ߄ᑽໆᄬय़Ϸຑ՗໨Ҟ ... 17

߄ 2!໺಍IPAᆶঅ҅IPAϐৡ౦ ... 21

߄ 3!ၯᏨࠔ፦ឦ܄ϐୢ໨ ... 23

߄ 4!ၯᏨࠔ፦ໆ߄Ⴃ၂໨Ҟᕴکϩ݋ᆶཱུᆄಔTᔠۓϐ่݀... 29

߄ 5!Ԗਏኬҁϐ୷ҁၗ਑ϩ݋ ... 30

߄ 6!ၯᏨࠔ፦ໆ߄໨Ҟᕴکϩ݋ᆶཱུᆄಔTᔠۓϐ่݀ ... 31

߄ 7!ၯᏨࠔ፦ໆ߄Ӣનϩ݋ ... 33

߄ 8!ၯᏨࠔ፦ᡍ᛾ԄӢનϩ݋่݀ ... 34

߄ 9!ၯᏨࠔ፦ໆ߄ߞࡋϩ݋ ... 34

߄ 10!௶ॊ಍ी߄ ... 35

߄ 11!ӚၯᏨࠔ፦ឦ܄ϐѳ֡ॶᆶୃ࣬ᜢ߯ኧ ... 36

კԛ!

კ 1 ࣴزࢬำ ... 4 კ 2!ख़ाࡋᕮਏϩ݋ંତკ ... 19 კ 3!Ѡ᡼ᢀӀЃγϐख़ाࡋᕮਏϩ݋ંତკ ... 38

!ಃ΋ക!ᆣፕ!

ಃ΋࿯ ࣴزङඳᆶ୏ᐒ

ᢀӀౢ཰ࢂϣሡࠠޑѦຩౢ཰Ǵࣁ 21 ШइѠ᡼࿶ᔮว৖ޑሦૐ܄୍ܺౢ

཰Ǵᒿ๱୯ϣࡹ࿶௃༈Ϸٿ۞ᜢ߯ϐᙯᡂǴаϷ୯ΓჹҶ໕ғࢲޑख़ຎᆶᢀӀ ࠔ፦ሡ؃ޑගϲǴ߈ԃٰࡹ۬ଯࡋख़ຎᢀӀౢ཰ჹ୯ৎ࿶ᔮว৖ޑख़ा܄ȐҬ ೯೽ǴᢀӀܘӾሦૐБਢǴ2009ȑǶவ 2002 ԃډ 2007 ԃ܌௢ՉޑᢀӀ࠼७ቚी

ฝǴ2008 ԃډ 2009 ԃޑਓՉѠ᡼ԃǴаϷ౜໘ࢤ܌௢ՉޑᢀӀܘӾሦૐБਢǴ ёޕኧΜԃٰǴᢀӀ཰ςԋࣁख़ाޑཥᑫౢ཰ϐ΋Ǵჹܭ୯ϣޑ࿶ᔮǵЎϯϷ ޗ཮ΟБय़ࣣڀԖख़εޑቹៜȐᢀӀၗૻДൔǴ2009ȑǶ྽ᖄӝ୯Шࣚਓၯಔᙃ (UNWTO)ӧ 2009 ԃ߃Ϸԃύ֡Ⴃෳ 2009 ԃӄౚਓၯΓኧफ़൯ऊ 4%Կ 6%ਔǴ Ӛࣚჹ 2009 ԃޑᢀӀౢ཰٠ό኷ᢀǴՠӧࡹ۬ᆶᢀӀౢ཰ࣚӝΚ௢ቶᢀӀޑո ΚϷȨਓၯѠ᡼ԃȩӚ໨ߦᎍᆶ࠹໺௛ࡼΠǴӄԃٰѠਓ࠼Γኧӧ଍༈ύԋߏǴ 2009 ԃٰѠਓ࠼Γኧၲ 429 ࿤ 5004 ΓԛǴബΠᐕўཥଯǴၨ 2008 ԃԋߏ 14.3%Ƕ ځύǴᢀӀҞޑձਓ࠼Γኧ܌՞Кٯ 52.29%ǴѠ᡼ᢀӀว৖߻ඳࢂкᅈයࡑޑǴ

ࡹ۬ᆶҾ཰҅ᑈཱུуዸ׫ၗύǶȐᢀӀၗૻДൔǴ2010ȑ

Ѡ᡼ᢀӀЃγࢂ߈ԃٰҬ೯೽ᢀӀֽЬा௢୏ޑᢀӀਓၯ୍ܺ໨Ҟϐ΋Ǵ ӧ 2002 ԃډ 2007 ԃ܌௢ՉޑȨᢀӀ࠼७ቚीฝȩǵ2008 ԃډ 2009 ԃޑȨਓՉ Ѡ᡼ԃȩаϷ౜໘ࢤ܌௢ՉޑȨᢀӀܘӾሦૐБਢȩޑीฝύࣣࢂЬा௢୏Ъ

࡭ុ຾ՉၡጕѲֽೕჄޑ฼ౣǴ׆ఈ೸ၸѠ᡼ᢀӀЃγس಍ޑࡌ࿼ᔼ೷р϶๓ ޑਓၯᕉნǴаБߡ୯ϣѦਓ࠼ӧѠ᡼຾ՉుࡋਓၯǶԾ 2004 ԃࡋ໒ᒤԿϞǴ ᕴਓ࠼ໆຬၸ 55 ࿤ΓԛǴځύ୯Ѧਓ࠼ 26 ࿤ӭΓԛȐऊ՞ᕴኧ 47ʘȑǴ୯ϣ ਓ࠼ 29 ࿤ӭΓԛȐऊ՞ᕴኧ 53ʘȑȐѠ᡼ᢀӀЃγᆛǴ2010ȑǶҗ΢ॊٿᗺё ޕѠ᡼ᢀӀЃγޑख़ा܄Ǵՠ୯ϣԖᜢѠ᡼ᢀӀЃγ࣬ᜢࣴز᝼ᚒߚதีϿǴ

໻ԖࡼےݥȐ2006ȑමаѠ᡼ᢀӀЃγ஑ਢीฝࣁٯǴࣴز௖૸ၮҔϦљӝբ ኳԄܭ௢୏ᢀӀࡹ฼ǶӢԜ௖૸Ѡ᡼ᢀӀЃγᜢᗖၯᏨࠔ፦Ԗځख़ा܄ک੝ਸ

܄Ǵ׆ఈࣴز่݀Ԗշܭځࡕុϐว৖Ǵࣁҁࣴز୏ᐒϐ΋Ƕ

იᡏ঺းਓၯڬᜐམଛౢ཰౲ӭȐӵૐޜϦљǵਓᓔǵᓓ᡺ǵਓၯඳᗺȑǴ

Ъ୍ܺΓ঩Ȑሦ໗ǵᏤၯǵљᐒȑکၯ࠼࣬ೀਔ໔ၨ΋૓୍ܺ཰ࣁΦϷஏϪ฻

ӢનǴ٬ள୍ܺࠔ፦ᜤа௓ᆅ(Fisk, Brown, & Bitner, 1993)ǶMartilla, and James, (1977) ӧځࣴزύ܌ගрޑख़ाࡋᕮਏϩ݋(Importance-Performance Analysis:

IPA)Ǵςදၹ೏ၮҔӧҾ཰࿶ᔼ،฼ϩ݋΢Ƕӕਔ IPA ҭࢂҾ཰ᆅ౛ޣҔٰᑽ ໆҞ߻Ϧљѱ൑ᝡݾՏ࿼ǵዴᇡϦљ࿶ᔼׯ๓ᐒ཮ᆶЇᏤϦљ฼ౣБӛޑϩ݋

מೌ(Hawes, & Rao, 1985; Myers, 2001)ǶӢԜǴ೚ӭ཰ޣکࣴزޣճҔख़ाࡋᕮ ਏϩ݋୺ՉᜢܭౢࠔϷ୍ܺޑᜢᗖ୍ܺឦ܄ዴᇡǴаߡၮҔҾ཰Ԗज़ၗྍٰග

ܹ៝࠼ᅈཀࡋǵቚу៝࠼۸၈ࡋᆶமϯᝡݾᓬ༈(Enright, & Newton, 2004;

Hawes, & Rao, 1985; Myers, 2001)ǶฅԶǴᏃᆅ IPA ࢂԖਏޑБݤǴՠԖࣴزς

᛾ჴ IPA Ԗٿঁόӝ౛ଷ೛Ǻ΋ǵᕮਏᆶख़ाࡋࢂϕࣁᐱҥޑᡂኧǹΒǵᕮਏ ᆶ᏾ᡏᅈཀࡋ໔ޑᜢ߯ࢂጕ܄Ъჹᆀ(Matzler, Bailom, Hinterhuber, Renzl, &

Pichler, 2004)ǶࡺҁࣴزၮҔ Deng (2007)܌ගޑঅ҅ IPA ٰڗжচٰ IPAǴӢࣁ Ԝ໨অ҅ IPA ёаᗉխ໺಍ IPA ٿঁόӝ౛ଷ೛٠؃ளౢࠔឦ܄ޑ੿ჴख़ा

ࡋǴᙖԜёዴᇡрѠ᡼ᢀӀЃγϐᜢᗖၯᏨࠔ፦ឦ܄Ƕ

ਥᏵ 2009 ԃШࣚ࿶ᔮፕᏝ܌ϦѲޑᢀӀਓၯᝡݾΚࡰኧȐTravel & Tourism Competitiveness Index, TTCIȑǴൔ֋ᡉҢѠ᡼ᢀӀਓၯᝡݾΚ௨Ӝӄౚಃ 43Ǵӧ ٥ϼӦ୔௨ӜಃΐǴᆶ 2008 ԃ௨Ӝ࣬КǴѠ᡼຾؁ΑΐӜǶȐҬ೯೽Ǵ2009ȑǶ ਥᏵൔ֋ᡉҢǴѠ᡼۔БӧᢀӀਓၮ཰ޑ׫ၗЍрǵϺฅၗྍǵЎϯၗྍБय़ ௨Ӝ࣬ჹեပǴϺฅၗྍБय़ЬाࢂԾฅᕉნࠔ፦ό٫ǴЎϯၗྍБय़߾ࢂӢ ࣁલϿШࣚЎϯᒪၞǶฅԶǴલϿШࣚᒪၞޑ٣ჴᜤаׯᡂǴ໻ૈவԾฅᕉნ ޑࠔ፦Ϸ۔Б׫ၗ຾Չׯ๓ǴҗȨᢀӀܘӾሦૐБਢȩջё࣮рǴࡹ۬ς೴ᅌ

ख़ຎᢀӀ཰ǴԿ҇୯ 101 ԃஒ׫Ε 300 ሹᢀӀว৖୷ߎǴׯ๓ᢀӀඳᗺࠔ፦Ǵ

୻Ꭶ஑཰ΓωǴႣයܭ҇୯ 101 ԃബ೷ 5,500 ሹᢀӀԏΕǴ஥୏ 40 ࿤ᢀӀ൩཰

ΓαǴ֎Ї 2,000 ሹ҇໔׫ၗȐᛥང໠Ǵ2009ȑǶځύ 10 ೀคᕳሜਓၯ୍ܺ߾ӧ ύѧᆶӦБӝբЬᏤΠǴஒගٮ୯ϣѦԾշਓ࠼׳ߡճޑඳᗺҬ೯ௗር୍ܺǶ аคᕳሜҬ೯ௗር୍ܺǴගٮਓ࠼ȨᄣՉคߔޑག୏ȩȐᢀӀၗૻДൔǴ2010ȑǶ ᢀӀֽନΑȨᢀӀܘӾሦૐБਢȩϐӚ໨೬ฯᡏ೛ࡼϷΓ঩૽ግǵՉᎍБਢѦǴ ҭᑈཱུᝢჄࣁයٿԃޑȨਓՉѠ᡼Ǵག୏ 100ȩǴයࣁਓ࠼ബ೷Ȩག୏ԭϩԭޑ ਓၯᡏᡍȩǴӕਔၲԋᢀӀܘӾሦૐБਢ 2011 ԃٰѠਓ࠼ϖԭ࿤ΓԛޑҞ኱Ƕ ӢԜǴҁࣴزଞჹѠ᡼ᢀӀЃγၯᏨࠔ፦ឦ܄ϐ௖૸Ǵගٮ࿶ᔼޣӧ࿶ᔼ

΢ୖԵǴࣁҁࣴزϐ୏ᐒϐ΋Ƕ

ಃΒ࿯ ࣴزҞޑ

ᆕӝ΢ॊࣴز୏ᐒᆶङඳǴҁࣴزᔕۓࣴزҞޑӵΠ܌ҢǺ

΋ǵΑှѠ᡼ᢀӀЃγᐕўᆶ౜ݩϩ݋Ƕ ΒǵࡌᄬѠ᡼ᢀӀЃγၯᏨࠔ፦ໆ߄Ƕ

ΟǵዴᇡѠ᡼ᢀӀЃγਓၯϐᜢᗖၯᏨࠔ፦ឦ܄Ƕ

ಃΟ࿯ ࣴزጄൎᆶࣴزࢬำ

!!٩Ᏽ΢ॊࣴز୏ᐒᆶҞޑǴҁࣴز߯аҗҬ೯೽ᢀӀֽᇶᏤਓՉޗ௢рޑ ȨѠ᡼ᢀӀЃγȩਓၯౢࠔࣁࣴزጄൎǶ

!!ҁࣴزϐࣴزࢬำӵკ 1 ӵΠǴҁࣴز२Ӄዴҥࣴزङඳᆶ୏ᐒǵҞޑа Ϸᇆ໣᏾౛࣬ᜢЎ᝘Ǵௗ๱ዴҥࣴزБݤǵዴҥࣴزჹຝǵ೛ीୢڔϷႣ၂Ǵ ஒႣ၂ୢڔբϩ݋Ϸঅ҅Ƕനࡕஒ҅ԄୢڔวܫϷӣԏǵϩ݋ၗ਑Ǵᘜય௖૸

ࣴز่݀Ǵගрࣴز่ፕᆶࡌ᝼Ƕ

კ 1 ࣴزࢬำ

ዴҥࣴزङඳᆶ୏ᐒ!

ࡌҥࣴزҞޑ!

Ў᝘ᇆ໣ᆶ௖૸!

ᢀӀЃγਓၯ!

ၯᏨࠔ፦!

অ҅ IPA!

ዴҥࣴزБݤ! ୢڔ೛ीϷႣ၂! ዴҥࣴزჹຝ!

҅ԄୢڔวܫϷӣԏ!

ၗ਑಍ीϩ݋ᆶ᏾౛!

Ѡ᡼ᢀӀЃγਓၯ!

ᜢᗖၯᏨࠔ፦ϐዴᇡ!

่ፕᆶࡌ᝼!

ಃΒക!Ў᝘௖૸!

ҁക࿯Ьा௖૸ȨᢀӀЃγਓၯȩǵȨၯᏨࠔ፦ȩϷȨঅ҅ IPAȩϐ࣬ᜢЎ᝘Ƕ!

ಃ΋࿯!ᢀӀЃγਓၯ!

΋ǵȨѠ᡼ᢀӀЃγȩۓက!

!!!!җӦ୔ਓՉ཰ޣ٩ᏵѠ᡼ᢀӀЃγπբीฝǴೕჄ೛ीڀഢ୍ܺࠔ፦ǵᏹ բ኱ྗϷࠔจ׎ຝޑਓၯౢࠔǴගٮ୯ϣѦᢀӀ࠼வ໭۫ǵᐒ൑ډѠ᡼ӚᢀӀ Ӧ୔ϐߡ௘ǵ϶๓ЪڀڰۓՉำޑᏤំਓၯЃγ୍ܺǶ)Ҭ೯೽ᢀӀֽǴѠ᡼ᢀ ӀЃγπբीฝ*!

ΒǵѠ᡼ᢀӀЃγೕჄङඳ!

)΋*!Ѡ᡼ᢀӀЃγس಍੝ՅϷ࠹໺Ьື!

!!!!மፓаȨుࡋਓၯȩࣁ੝፦ǴаȨᙦ൤ǵߡ௘Ϸӭϡȩࣁ੝ՅǴᙦ൤Ȑх

֖ΓЎђᙬǵԾฅ॥Ӏ฻Չำȑǵߡ௘ȐගٮԾ၀ၡጕ୔ୱϐᐒ൑ǵًઠǵ௘

ၮઠ฻ख़ाҬ೯Ᏽᗺ܈໭۫ௗଌਓ࠼ѐำϷӣำϐ஑Γ஑ًӄำၮᒡ୍ܺȑϷ

୍ܺᜪࠠӭϡϯȐᏤំǵᓓ໯܈Րஎ฻୍ࣣܺх֖ӧϣǴౢࠔঋڀቫԛϷుࡋȑǶ )Ҭ೯೽ᢀӀֽǴѠ᡼ᢀӀЃγπբीฝ*!

Ѡ᡼ᢀӀЃγ!ϺϺрว!ၹၯѠ᡼!

ӄѠ዗ߐਓၯၡጕ!΋ᆛѺᅰ!

ًၗߐ౻ှᇥߥᓀ!΋౻བۓ!

Йሡ໒ًᇸ᚞ਓၯ!΋ၡᄣז!

஑཰Ꮴំᓬ፦୍ܺ!΋ၡഉՔ!

ၯξވНޕ܄ག܄!΋ၯᜤב!

!

!

!

)Β*Չำ೛ीচ߾Ǻ!

!!!!ሡڀഢ୯ሞѱ൑ወΚǴӃ೛ी1Вၯϐ୷ᘵՉำࡕǹӆ຾΋؁ຑ՗ѱ൑Ϸ៝

࠼ϸࢀǴ٠ᑼӝਔзᢀۺǴೕჄ೛ी܈ಔӝ࣬ᜢՉำǴԋࣁᙦ൤ϐ1Ва΢ϐਓ ၯౢࠔǶ)Ѡ᡼ᢀӀЃγπբीฝǴ311:*!

)Ο*Ѡ᡼ᢀӀЃγϟಏ!

!!!!Ѡ᡼ᢀӀЃγਓၯౢࠔࢂୖԵኻऍϷВҁගٮѦٰਓ࠼ၯំЃγ଺ݤǴа നБߡϷుڅޑБԄǴᡏᇡ୯ϣӚӦޑ๱ӜඳᗺϷ྽Ӧ҇߫Ўϯ)࿶ᔮВൔǴ 2004*ǶᢀӀЃγ΢ଛԖӭ୯ᇟقޑᏤំΓ঩Ǵуம୍ܺѦٰޑਓ࠼ϷٰѠπբ ޑѦᝤΓγǴёᅈىਓ࠼ుࡋޕ܄ϐਓޑሡ؃Ǵ٠௦ڗႣऊڋǶ)࿶ᔮВൔǴ2004*!

ԜѦǴ୯ѦޑᢀӀЃγӭъࢂ؂ϺۓᗺՉᎭǴӧೕჄၡጕύ೛ԖӭঁઠǴ؂ઠ ଶ᎞ǴᢀӀ࠼ёаᒿډᒿམǶԶᢀӀֽୖԵ҇໔ࡽԖᢀӀЃγၮբኳԄǴ೛ी

рȨѠ᡼ᢀӀЃγȩǴ௦ႣऊڋǴК୯ѦᢀӀЃγ׳Ԗਏ౗ǴӕਔΨᅈى୯ϣ ѦᢀӀ࠼ޑሡ؃ǶѠ᡼ᢀӀЃγόࢂҗࡹ۬࿶ᔼǴԶࢂҬҗӚӦਓՉ཰ޣᔼၮǴ ԾॄࣦᖝǴᢀӀֽѝᆅ᏾ӝՉᎍǴࡹ۬޸Ͽໆ࿶຤Ǵ൩ёࡌᄬߡ҇ޑਓၯ୍ܺ

ύߚதख़ाޑ΋ᕉǶȐЦഓऍǴ2005ȑ!

ΟǵѠ᡼ᢀӀЃγᐕўᆶ౜ݩϩ݋!

!!!!Ѡ᡼ᢀӀЃγ२Ӄܭ2004ԃ1Д1ВଛӝѠ᡼ᢀӀԃ௴୏)໳ற࿷Ǵ2005*Ǵ س಍ޑࡌڋࢂࣁΑᔼ೷϶๓ਓၯᕉნǴБߡ୯ϣѦਓ࠼ӧѠҶ໕ࡋଷǴගٮԾ

໭۫ǵᐒ൑ϷًઠԿޕӜᢀӀӦ୔ϐߡ௘ǵڰۓՉำϐᏤំЃγǴՉำ֖ࡴчǵ ύǵࠄ೽Ϸܿ೽฻ӚӦඳᗺǶ)ᢀӀၗૻДൔǴ2005*೭ࢂୖԵኻऍϷВҁගٮ Ѧٰਓ࠼ၯំЃγ଺ݤǴаനБߡϷుڅޑБԄǴᡏᇡ୯ϣӚӦޑ๱ӜඳᗺϷ

྽Ӧ҇߫Ўϯ)࿶ᔮВൔǴ2004*ǶᔼၮԿϞςϤԃϐΦǴό໻ബ೷Αёᢀޑਏ

੻ǴҭࢂҬ೯೽ᢀӀֽ௢ቶाᗺǴёவ߈൳ԃᢀӀࡹ฼ᑍޕ΋ΒǶ!

!!!!ࡌᄬѠ᡼ᢀӀЃγس಍ǴឦܭᢀӀ࠼७ቚीฝޑख़ᗺπբ໨ҞȨගٮӄБ ՏޑᢀӀਓၯ୍ܺȩύޑπբाᗺǴ׆ఈᡣ҇໔཰ޣϷࡹ۬Ӛ࣬ᜢ೽ߐࡌҥӅ

᛽ǴаȨΓΓЈύԖᢀӀȩޑᄊࡋǴ೯ΚଛӝӅӕѺ೷Ѡ᡼ޑᓬ፦ਓၯᕉნǴ ᡣਓ࠼٦ڙᓬ፦ǵӼӄǵຠЈޑਓၯ୍ܺǶ!

!!!!2007ԃѠ᡼ᢀӀࡼࡹϖεЬືύǴࡌ࿼ӄБՏਓၯ୍ܺᆛ๎ٰᔼ೷Ȩ϶๓ Ѡ᡼ȩǶ!

!!!!2008-2009ਓၯѠ᡼ԃπբीฝύǴȨࡌ࿼ਓၯ୍ܺᆛीฝȩ௢୏ख़ᗺύࡰ

рǴ࡭ុᇶᏤਓՉޗ཰ޣϷӄѠӚε॥ඳ୔ϐѠ᡼ᢀӀЃγਓၯၡጕǴаᔼ೷

϶๓ߡճޑਓၯᕉნȐᢀӀܘӾሦૐБਢȑǶ!

!!!!ԜѦǴᢀӀЃγࣁΑӢᔈ੝ਸሡ؃Ψ௢рόӕБਢǴКӵ 2008 ԃϷ 2009 ԃྕࢨऍ१჏ԃ๮ǴࣁΑࡌ࿼ྕࢨ୔϶๓ਓၮᕉნǴڐշѠ᡼ᢀӀЃγ཰ޣೕ

Ⴤၡጕ٠ගٮᓬඁБਢǴаႴᓰԾҗՉਓ࠼ᡏᡍѠ᡼ྕࢨऍ१ౢࠔȐᢀӀၗૻ

Дൔ 2008ǵ2009ȑǶ921 Ӧ᎜ۛᅈ 10 ڬԃϐሞǴࣁᡣ҇౲Αှؠࡕख़ࡌ௃ݩǴ

௢୏Ȩ921 ੿)᎜*௃ 99 ᢀӀЃγୖೖࢲ୏ȩǴයЇሦ҇౲Կύ೽᎜ؠख़ࡌ୔ᒃي ᡏᡍख़ࡌԋ݀Ǵ٠஥୏྽Ӧ࿶ᔮว৖ǶȐᢀӀၗૻДൔǴ2009ȑǶࣁ౧ᏤӚε॥

ඳ୔ࡾ࿯Ҭ೯ǴᢀӀֽ੝ձೕჄȨࡾ࿯౧ၮ e ଆٰȩᆛઠǴϣ৒வ॥ඳ୔ǵ୯ ၰᆶӄ࣪Ϧၡၡݩࢗ၌ႝ၉฻ਓၯ࣬ᜢҬ೯ᒌ၌Ǵчύࠄε౲ၮᒡǵᢀӀௗር

ًǵᢀӀЃγ฻ਓၯ஑ًޑ೛࿼ǴډӚεᢀӀඳᗺޑࡌ᝼ၡጕǴගٮࡾ࿯рၯ ޑ҇౲΋ঁӄБՏޑȨל༞ً઎ỊȩǶȐᢀӀၗૻДൔǴ2010ȑǶᢀӀֽࣁႴᓰճ Ҕε౲ၮᒡπڀᢀӀਓၯǴ२ԛ᏾ӝѠ᡼ᢀӀЃγਓၯౢࠔϷѠ៓ӈًǴᇶᏤ Ѡ᡼ᢀӀЃγ཰ޣวՉȨѠ᡼ᢀӀЃγ៓ၡਓၯៈྣȩǶȐᢀӀၗૻДൔǴ2009ȑ!

!!!!Ҟ߻܌຾ՉޑᢀӀܘӾሦૐБਢύǴᙖҗࡌ࿼ӄБՏਓၯၗૻ୍ܺᆛǴᡣ

ਓ࠼வೕฝਓำ໒ۈǴډၯำ่״Ǵ೿ૈளډߡճޑၗૻǵགڙᒃϪޑ୍ܺǶ ٠аѠ᡼ᢀӀЃγ঺းਓၯౢࠔࣁ୷ᘵǴ຾Զ௢ቶᢀӀඳᗺคᕳሜਓၯ୍ܺी

ฝǴаᔼ೷϶๓Ѡ᡼ޑᕉნǶ!

!!!!98ԃѠ᡼ᢀӀЃγीԖ12ৎਓՉ཰ޣǴගٮ32చਓၯՉำǴ98ԃࡋ୯Ѧਓ

࠼ी61,315ΓԛǴ୯ϣਓ࠼ी44,023ΓԛǴᕴਓ࠼ໆी105,338ΓԛǹԾ93ԃࡋ໒

ᒤԿϞǴᕴਓ࠼ໆຬၸ55࿤ΓԛǴځύ୯Ѧਓ࠼26࿤ӭΓԛȐऊ՞ᕴኧ47ʘȑǴ ୯ϣਓ࠼29࿤ӭΓԛȐऊ՞ᕴኧ53ʘȑǶ)Ѡ᡼ᢀӀЃγᆛǴ2010*!

!!!!வѠ᡼ᢀӀЃγۓကёޕࢂឦܭიᡏ঺းਓၯᜪࠠޑౢࠔǴӢԜஒӧΠ࿯

௖૸იᡏ঺းਓၯЎ᝘Ƕ!

Ѥǵიᡏ঺းਓၯ!

!!იᡏ঺းਓၯӧਓՉ཰ѱ൑ύזೲޑԋߏ(Hossein Askari, 1971)Ƕიᡏ঺း

ਓ ၯ ӧ ᢀ Ӏ ཰ ک ਓ ၯ ཰ ύ ೏ ຎ ࣁ ȸ ε ໆ ᎍ ୧ ޑ ౢ ࠔ ȹ (the ultimate, massmarketed product)(Atherton 1994, p. 193) ࣬ၨܭኻऍᢀӀ࠼Ǵᆵ᡼ǵВҁǵ ᗬ୯ᆶύ୯εഌ฻ ٥ࢪᢀӀ࠼׳தୖуӄഢ঺းਓ ၯ (all-inclusive package tour)ǴΨ൩ࢂ܌ᒏޑიᡏ঺းਓၯ(Group Package Tour, GPT) (Wang, Hsieh, Yeh,

& Tsai, 2004)Ƕ੃຤ޣᒧ᏷ GPT ౢࠔനЬाޑচӢࢂගٮ੃຤ޣՉำᒧ᏷ޑᐒ

཮ǵሽ਱ե༹ǵܻ϶௢ᙚϷБߡೕჄрวВය฻Ӣન(Quiroga, 1990)იᡏ঺းਓ ၯڬᜐམଛౢ཰౲ӭȐӵૐޜϦљǵਓᓔǵᓓ᡺ǵਓၯඳᗺȑǴЪ୍ܺΓ঩Ȑሦ ໗ǵᏤၯǵљᐒȑکၯ࠼࣬ೀਔ໔ၨ΋૓୍ܺ཰ࣁΦϷஏϪ฻ӢનǴ٬ள୍ܺ

ࠔ፦ᜤа௓ᆅ)Fisk et al., 1993*Ƕሦ໗ࢂიᡏਓၯϐനε੝ՅǴӕਔΨࢂਓՉޗ

཰ޣ୺ՉੇѦიᡏਓၯՉำਔᆶਓ࠼ߏਔ໔ௗ᝻ޑಃ΋ጕ୍ܺΓ঩ (Wang, Hsieh, & Chen, 2002) ǶQuiroga (1990)ࡰрǴሦ໗ޑࠔ፦ёа،ۓԜਓၯϐӳᆶ ᚯǴځفՅჹਓ࠼ٰᇥǴࢂόё܈લޑǶ

ϖǵიᡏ঺းਓၯϐۓက!

!!Morrison (1989)ࡰрიᡏ঺းਓၯࢂࡰၯ࠼ܭਓၯ߻бൂ΋ሽ਱๏ਓՉ ޗǴҗਓՉޗӼ௨܌Ԗਓၯ٣໨Ǵх֖१எǵᢀӀǵҬ೯ǵᐒ౻฻Ƕ໳੏ਗ਼)2005*

ᇡࣁიᡏ঺းਓၯౢࠔ߯ࡰਓՉ཰ޣ܌௢рǴӭΓԾӕ΋Ӧᗺрวᆶ߇ӣǴڀ Ԗ࣬ӕਓၯՉำаϷ੃຤ޣЍбӕ฻ߎᚐϐਓၯౢࠔǴځϣ৒Ѹ໪ӕਔ఼ᇂ१ எǵҬ೯ǵӄำਓၯඳᗺޑӼ௨Ƕ໳ܿࡹᆶ໳ᅽ଄Ȑ3118ȑᇡࣁიᡏਓၯౢࠔǴ

ࢂਓՉ཰ޣ࿶ၸѱ൑ຑ՗ǴԶࣴว΋ᅿ፾ӝε౲೛ीޑၯำǴሸ໣ڰۓޑ኱ྗ

Γኧ٠аໆϯБԄǴբࣁዛᓰ௛ࡼ(Volume incentive)ޑڋԄၯำౢࠔǴౢࠔϣ

৒хࡴᐒ౻ǵ໭۫ՐஎϷᓓ໯ǵӦय़Ҭ೯ǵӄำਓၯඳᗺӼ௨฻໨ҞǴΨࢂҞ

߻ᆵ᡼ਓՉ཰ޣεΚ௢ቶޑਓၯౢࠔǶიᡏ঺းਓၯΨёှញࣁၯ࠼ܭਓၯ߻

бൂ΋ሽ਱๏ਓՉޗǴҗਓၯٮᔈ୘ගٮচ਑ǴӆҗਓՉޗӼ௨܌Ԗਓၯ٣໨Ǵ х֖१எǵᢀӀǵҬ೯ǵᐒ౻฻)׵లӵǴ2003ǹ࣑݅྆Ǵ2002ǹ Morrison- 1989*Ƕ ഋ҅৖Ȑ3118ȑۓကიᡏ঺းਓၯΏࢂ΋ᅿрว߻൩ςֹ๓ೕჄӳਓၯ୍ܺޑ ਓၯౢࠔǴҗܭਓ࠼ॺୖуޑࢂიᡏਓၯࢲ୏ǴѸ໪იᡏՉ୏ǵ۶ԜೕጄǵӅ ӕᒥӺڋࡋǴӢԜঁΓԾҗࢲ୏ޑቸ܄ၨեǶ!

Ϥǵიᡏਓၯϐϩᜪ

!!იᡏਓၯࢂਓၯᜪࠠޑ΋ᅿǴӢԜሡाӃᕕှਓၯᜪࠠǴШࣚᢀӀಔᙃ (World Tourism Organization; WTO)ᙖҗਓၯ཰ޣೡ፤୘ࠔჹਓၯޣ଺ϩᜪǺი ᡏਓၯȐӄዬௗڙਓՉޗޑӼ௨ǴхࡴҬ೯ၮᒡǵ१எ฻ȑǵъიᡏਓၯȐջ

߫ᆀޑԾҗՉǴ܈ࢂᐒ౻уଚ۫ޑ୘ࠔೡ፤ȑکიᡏਓၯȐ໻ᖼວᐒ౻ޣȑǶ Ȑ໳ܿࡹǵ໳ᅽ଄Ǵ2007ȑ

!!!!ӵ݀٩ྣਓၯ୍ܺϐำࡋǴიᡏ঺းਓၯёϩࣁٿᅿᜪࠠǺ୷ҁ঺းਓၯ (Basic package tour)ǴਓՉޗӼ௨٣໨໻хࡴҬ೯πڀᆶՐஎ໭۫)Mok, &

Armstrong, 1995*ǹќ΋ᅿࣁӄഢ঺းਓၯ(All-inclusive package tour)( Yamamoto, and Gill, 1999)Ǵࣁֹ᏾ՉำೕჄЪ੃຤ޣ໻Ѝбൂ΋຤ҔǴਓՉޗӼ௨٣໨х

ࡴҬ೯πڀǵՐஎ໭۫ǵᓓ१ǵᢀӀǵᐒ౻аϷሦ໗ᆶӦഉ฻Ǵ(Morrison, 1989;

Sheldon, & Mak, 1987*ǶYamamoto and Gill (1999)ࡰрიᡏਓၯᆶߚიᡏਓၯϐ ৡ౦ӧܭԾҗำࡋǵቸ܄аϷჹਓၯϐඓඝǴٿޣ࣬КၨΠؒԖୖуიᡏਓၯ ޣӧӼ௨ՐஎԖၨӭޑᒧ᏷ᐒ཮Ǵՠ΋૓ሡбрၨଯޑ຤ҔǶ!

Ύǵიᡏ঺းਓၯϐ੝܄!

!!Wang, Hsieh, and Huan (2000)ࡰрǺ୯Ѧਓၯ(outbound travel)ϐ׎Ԅёϩࣁ ٿᜪǺიᡏ঺းਓၯ (GPTǴgroup package tour)ǹќ΋ᅿࣁ୯ѦԾշਓၯ (FITǴ

foreign independent tour)ǶԜٿᅿਓၯ׎ԄԖٿঁЬाৡ౦Ǻ)΋*ᖼວၸำόӕǺ იᡏ঺းਓၯޑ੃຤ޣёૈ೸ၸಃΟიᡏȐӵܻ϶ǵᒃ௏ǵӕՔǵϦљǵᏢਠǵ

௲୸܈ࢂਓՉޗȑٰᖼວਓၯౢࠔǴԶ୯ѦԾշਓՉޑၯ࠼೯த໼ӛܭൂᐱᆶ ਓՉޗௗ᝻аᕇளၗૻᆶᒌ၌Ƕ)Β*៝࠼ᜢ߯όӕǺၯ࠼ୖуიᡏ঺းਓၯਔǴ ਓՉޗ཮ࢴሦ໗ӄำഉՔǴځ׎Ԅᡉฅᆶኻऍ܌ࢬՉϐ୯ѦԾշਓၯԖ܌ৡ ౦Ǵ୯ѦԾշਓၯޣ೯தόሡाሦ໗ഉՔǶ!

!!!!৒ᝩ཰)1996*ᇡࣁGPTౢࠔᔈڀԖΠӈ൳໨੝܄Ǻ)΋*୷ҁΓኧǺӚიᡏ

౻Ѹ໪ᅈىૐޜϦљ໒౻ϐനեΓኧሡ؃Ƕ)Β*Ӆӕ׎ԋǺҗܭᐒ౻ϐ౻යᆶ იᡏᛝ᛾฻ज़ڋǴ٬᏾ঁიᡏԖӅӕՉำǴջӕਔрวӕВ่״߇୯Ƕ)Ο*٣

߻௨ޑՉำǺჹܭᑧஎǵҬ೯ᆶୖᢀӼ௨฻٣ӃೕჄϐౢࠔǶ)Ѥ*ڰۓ຤ҔǺ

੃຤ޣаࢌ΋ᅿሽՏᖼວਓၯౢࠔǴхࡴਓၯࢲ୏ᆶϣ৒Ƕ!

!!!!იᡏ঺းਓၯ٩ྣᄬԋ੝፦ԖΠӈϖᗺǺሽ਱Кၨե༹ǵֹ๓ϐ٣߻Ӽ௨ǵ

஑Γྣ਑խନ֚ᘋǵঁΓࢲ୏ޑቸ܄ၨեǵ୍ܺᆒጏϯϐόى!)৒ᝩ཰Ǵ1996<!

Bastakis, Buhalis, & Butler, 2004; Quiroga, 1990)Ƕ!

!!!!Wang et al. (2000)ஒიᡏ঺းਓၯϪപԋΐεᄬय़Ӆ25ঁ୍ܺ੝ՅǺՉ߻ᇥ

ܴ ཮ )pre-tour briefing) ˣ ० ᐒ )airport/plane* ˣ ਓ ᓔ Ӽ ௨ (hotel) ˣ ᓓ ᡺ Ӽ ௨ )restaurant)ˣҬ೯πڀӼ௨Ǻӵၯំً)coach)ˣᢀӀඳᗺӼ௨(scenic-spot)ˣᖼ ނӼ௨(shopping)ˣԾ຤Չำ(optional tour)کځдˤ

Ζǵიᡏ঺းਓၯϐ࣬ᜢࣴز!

!!!!߈ԃٰ୯ϣѦӧიᡏ঺းਓၯ࣬ᜢࣴزБय़Ǵ୯ѦЎ᝘ԖǺWang et al. (2002)

௖૸ሦ໗ჹܭიᡏਓၯЋнࢂցࣁ΋໨ԖਏޑङਜǹWang et al. (2000) ຾Չი ᡏਓၯᜢᗖ୍ܺ੝ᗺϐ௖઩܄ϩ݋ǹWang et al. (2004)௖૸იᡏ঺းਓၯύǴР

҆ᒃᗋࢂλ࠸ࣁ،฼ޣǹWong, and Kwong (2004)פррნၯ࠼ᒧ᏷ӄхԄਓၯ ޑख़ाӢનǹ໳੏ਗ਼)2005*੃຤ޣਓၯޕ᛽ჹGPTౢࠔᇡޕሽॶϐቹៜǹBrian Davies and Paul Downward (2007)௖઩म୯঺းਓၯሽ਱کߚሽ਱ϐ،฼Ǵ೸ຎ

λೕኳਓՉޗکਓၯ࿶ᔼޣǹWang, Hsieh, Chou, and Lin (2007)ว৖کᡍ᛾იᡏ ਓၯ୍ܺϐໆ߄ǹWang, Jao, Chan, and Chung (2010)௖૸Ѡ᡼იᡏਓၯሦ໗ϐϣ ӧ॥ᓀک॥ᓀޕ᝺Ƕ!

!!!!୯ϣЎ᝘ԖǺጰݒ܃Ȑ3115ȑ௖૸იᡏ঺းਓၯޑᆛ।൞ᡏಔӝჹቶ֋ਏ

݀ϐቹៜǹṅߎ޸Ȑ3118ȑሽ਱ᆶሦ໗୍ܺߥ᛾ჹიᡏ঺းਓၯౢࠔຑ՗ቹៜ ϐࣴزǹමᛏጎȐ3118ȑიᡏ঺းਓၯౢࠔޕ᝺॥ᓀኳԄǹᐽ☰࿰Ȑ3117ȑਓ ၯ୏ᐒǵᅈཀࡋᆶख़ၯཀᜫϐࣴزˇаྷγიᡏ঺းਓၯࣁٯǹ݅ЈᜩȐ3118ȑ

ੇѦიᡏ঺းਓၯѦ೽୍ܺࠔ፦ໆ߄ϐࡌᄬᆶᡍ᛾ǹླྀᙣՉȐ3116ȑ௖૸იᡏ

঺းਓၯύሦ໗.ი঩ޑΓ਱੝፦ǵӑຝᆅ౛฼ౣᒧ᏷ᆶӑຝᆅ౛฼ౣޕ᝺ϐࣴ

زǹ՘՘ЕᕐȐ3117ȑ௖૸Ѡ᡼ᆶВҁϐიᡏ঺းਓၯޑሦ໗ӑຝᆅ౛ϐКၨǹ

᝵ণϘȐ3117ȑ௖૸იᡏ঺းਓၯύሦ໗ӑຝᆅ౛ਏ݀ϐࣴزǹ஭ྦྷ୷Ȑ3117ȑ

௖૸იᡏ঺းਓၯ੃຤ޣϐ੃຤ᡏᡍǵᅈཀࡋᆶ۸၈ࡋᜢ߯ϐࣴزǹഋ҅৖!

Ȑ3118ȑ௖૸იᡏ঺းਓၯޑሦ໗ᎶΚሦᏤᆶਓ࠼ϐଓᒿޣਏᔈᜢ߯ϐࣴزǶ!

!!!!ᕉ៝߈൳ԃიᡏ঺းਓၯޑЎ᝘ǴёޕၰǴѠ᡼ᢀӀЃγҞ߻٠คΓ௖૸Ǵ ՠӢځख़ा܄ᆶ੝ਸ܄ǴӢԜҁࣴز௖૸ȨѠ᡼ᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ዴ ᇡࣴزȩǴаගٮ࿶ᔼޣӧ࿶ᔼ΢ୖԵǶ!

!

!

ಃΒ࿯!ၯᏨࠔ፦!

!!!!ၯᏨᡏᡍ(leisure experience)ࢲ୏ၸำύ܌ᕇளϐགڙำࡋϷߕуሽॶࣁᑽ ໆၯᏨࠔ፦ǵၯ࠼ᅈཀࡋޑख़ाࡰ኱ǴԶ Driver and Tocher )1970*ᇡࣁၯᏨࢂ

΋ᅿЈ౛ᆶғ౛ޑᡏᡍǴۓကၯᏨࣁǺȨΏΓᜪ࿶ᡍϐ΋ᅿǴԶԜᅿ࿶ᡍࢂ୷ܭ

ঁΓܭคက୍ਔ໔ϣԾᜫୖᆶǴ܌ᕇளޑϣӧൔᓭ(intrinsically re-warding)ȩǶ!

΋ǵၯᏨࠔ፦ϐۓက!

!!!!ၯᏨࠔ፦(leisure quality)΋ຒࢂҗȨၯᏨȩکȨࠔ፦ȩፄӝԶԋޑӜຒǴၯ Ꮸ೯த೏ຎࣁΓॺӧҶ໕ਔ໔ϣ܌வ٣ϐჴ፦ࢲ୏ǶGodbey and Geoffrey (1981) ஒၯᏨۓကࣁঁΓ܈იᡏܭ໕ཨਔவ٣ޑҺՖࢲ୏ǴࢂзΓགډԾҗΞඍ৹ ޑǴ٠ڀԖҥջ܄ޑ֎ЇΚǶFennell!)2002*ࡰрၯᏨࢂၯ࠼ӧ໕ཨਔவ٣Ӛᅿ ڀԖ֎ЇΚޑࢲ୏ǵଓ؃܈٦ڙԾҗǵඍ৹ǵঁΓᅈى฻ᡏᡍǴၯᏨᡏᡍ೯த วғܭอኩᕓ໔Ǵࢂ΋ᅿኩਔ܄ޑЈ౛ᅈىރᄊǴڀԖӭख़य़ӛޑ੝܄)Hull, Steward, & Yi, 1992; Lee, Dattilo, & Howard, 1994*ǶBammel )1982*ۓကၯᏨࢂ

ࣁΑু኷܈ࡠൺᆒઓ܌଺ޑ٣ǶѳВᙍೢ״ᑛϐࡕǴু኷ǵࡠൺᆒઓ܈অᎦي ЈǴബ೷ཥޑԾρǶཀᒏ๱ਔ໔Ҕٰख़ࡌǵံкکӆᓯӸǴΨ൩ࢂᇥѬޑҞޑ ӧ٬Γૈᆒઓࡠൺࡕӆ׫ΕπբǶ׵ܴےȐ2:9:ȑۓကၯᏨࣁΓॺܭҶ໕ਔᒧ

᏷ୖᆶϐҺՖᡏᡍǴଓ؃ᅈىགࣁځЬा០୏ΚǶவ٣ၯᏨѸ໪ԾᜫࣁϐǴ๊

όёૈ࿶җѦΚࡰҢǵமڋǵ܈០ॐԶ଺ϐՉࣁǶᖴࡹᒑȐ2:9:ȑۓကၯᏨࣁ ӧπբϐᎩǴᙖၯᏨࢲ୏ٰᘍಥπբޑੲЮǵൂፓکᓸΚǴԶ٬ΓࡠൺࢲΚǴ ཀࡰӧ໕ཨਔ໔ϣ܌வ٣ޑু኷ࢲ୏Ƕ!

!!!!݅ਖԀȐ2:95ȑᇡࣁၯᏨࠔ፦ࣁӚᅿၯᏨᡏᡍ܌ૈගٮၯᏨޣޑғ౛ϷЈ

౛΢ϐᅈىำࡋǶManning (1985)ஒၯᏨࠔ፦ۓကࣁǴၯᏨᐒ཮ᆶሡ؃໔ϐ࣬ӝ ำࡋǶኻဃᄪȐ2004ȑᇡࣁ΋૓܌ᒏޑȨၯᏨࠔ፦ȩǴࢂஒౢࠔࠔ፦ཷۺᔈҔܭ ЊѦၯᏨሦୱ྽ύ܌़ғрޑ΋ঁӜຒǴځஒȨၯᏨȩࢲ୏ຎࣁ΋໨୍ܺ܄୘

ࠔǴၯ࠼߾ࣁ୘ࠔޑ٬ҔޣǴၯ࠼ܭᡏᡍၯᏨࢲ୏ࡕჹӚ໨ၯᏨӢηࠔ፦Ьᢀ ޑຑۓǴᆕӝځຑ՗่݀ߡૈ،ۓ၀ၯᏨࢲ୏ϐࠔ፦Ƕ

݅ਖԀȐ1984ȑǵ஭௴ؼȐ1987ȑǵߠᒸ໢Ȑ1990ȑ฻ࡰрၯᏨࠔ፦ࣁ΋ၯ Ꮸ୔܌ගٮϐၯᏨᕉნǴ٬வ٣ЊѦၯᏨϐၯ࠼ૈᕇளଯࠔ፦ϐၯᏨᡏᡍǶ݅

ਕኾȐ2002ȑӧၯᏨፂᔐکၯᏨᡏᡍᜢ߯ϐࣴزύࡰрǴȨၯᏨࠔ፦ȩж߄ၯ࠼

ჹၯᏨᐒ཮ሡ؃کයఈᅈىޑำࡋǴ྽ٮ๏ޣගٮޑၯᏨᐒ཮ཇ಄ӝ٬Ҕޣሡ

؃ޑၯᏨᡏᡍਔǴၯᏨࠔ፦ޑᅈཀࡋཇଯǴԶၯ࠼ޑᅈཀำࡋёᙖҗໆෳၯ࠼

ӧ࿶ᐕၯᏨၸำࡕ܌ၲډӚᅿЈ౛ᡏᡍޑำࡋளډǴӢԜᅈཀࡋёϩࣁᕉნࠔ

፦ǵޗ཮ࠔ፦ک࿶ᔼᆅ౛ࠔ፦Ƕ ΒǵၯᏨᡏᡍ!

!!!!ᡏᡍ(experience)΋ຒᏤྍܭ܎΍Ў”experiential”Ǵཀࡰ௖ࢗǵ၂ᡍǶKelly (1987)ᇡࣁȨᡏᡍȩࢂ΋ঁཱུᜤۓကޑ୷ҁೌᇟǴ۳۳ࢂ࿶ᐕΑ΋ࢤਔ໔܈ࢲ୏

ࡕޑགޕ຾Չೀ౛ޑၸำǶ໨ଏ่Ȑ1989ȑᇡࣁȨᡏᡍȩ(experience)Ǵ٩ྣ٥

ٚථӭቺှញࣁځࣁҗག᝺૶ᏫǴ೚ӭԛӕኬ૶Ꮻӧ΋ଆ׎ԋޑ࿶ᡍǴջࣁᡏ ᡍǶȨၯᏨȩᆶȨᡏᡍȩޑཀကǴDriver and Toucher (1970)Ϸ Lawler (1973)ᇡࣁ ၯᏨᡏᡍࣁǴၯᏨޣ࿶җၯᏨୖᆶၸำޑወӧሡ؃ǴϷჴ፦ᕇளࢌᅿ੝ԖዛᓰǴ ӵڈᐟȐExcitementȑǵې஍ȐSolitudeȑϷ϶ፉȐFriendshipȑ฻ǶഋНྍȐ2:9:ȑ ᇡࣁȨၯᏨᡏᡍȩ߯ࡰၯᏨޣӧவ٣ၯᏨࢲ୏ύவᕉნᕇளૻ৲Ǵ࿶ၸೀ౛ࡕǴ ჹঁձ٣໨܈᏾ᡏளډϐղᘐکև౜ޑғ౛ǵЈ౛ރݩǶၯᏨᡏᡍޑҁ፦ᆶख़

ा࿶ᐕၸำፕॊύࡰрǴၯ࠼٩ྣԜᡏᡍǴЬᢀޑᑽໆҁيޑᅈཀำࡋǴԶۓ рၯᏨࠔ፦ޑӳᚯǶՠόӕϐၯᏨޣჹܭ࣬ӕϐၯᏨᡏᡍǴ཮Ԗόӕϐᅈཀำ ࡋǶ᚟රࡹ)1992*ᇡࣁǴӧၯᏨࢲ୏ၸำύঁΓӚᅿԾฅᕉნǵΓЎᕉნ฻ૻ

৲Ǵ࿶җག۔ག᝺ࡕǴ೸ၸޕ᝺ᙯඤಔ฻Ј౛բҔჹᕉნૻ৲уа၍ញԶளޑ Ј౛ᡏ཮ջࣁၯᏨᡏᡍǶֆၮӄȐ2001ȑࣚۓȨၯᏨᡏᡍȩǴࢂঁΓӧҶ໕ਔ໔ ϣޑࢲ୏ୖᆶǴࣁঁΓӧவ٣يЈە፾ޑࢲ୏ǴځҞޑԶق߾மፓࢲ୏ୖᆶޑ

Ȩൔᓭȩ܈ȨԏᛘȩǴவᕉნύᕇளૻ৲Ǵуаᙯඤ၍ញԶԋࣁޑ΋ᅿϣЈޑᡏ

཮൩ࢂȨၯᏨᡏᡍȩǶUriely (2005)ᇡࣁࢂВதғࢲύޑਓၯ࿶ᡍᙯᡂࣁӭϡϯ

ཷۺǴ೸ၸঁᡏЬᢀղᘐځ֖ကӆуаׯ೷ǴԜᅿׯ೷཮аϕံޑ࣬ჹբҔٰ

ှញکၮ୏Ǵᅈىঁᡏҟ࣯ک،ۓ܄ޑሡ؃Ƕම޲ችȐ3119ȑᇡࣁȨၯᏨᡏᡍȩ ࣁঁᡏӧவ٣ၯᏨ߻ջڀԖܴዴޑҞ኱ک୏ᐒǴଞჹၯᏨᕉნکࢲ୏ޑᐒ཮ׇ

ӈуаᒧ᏷ǴаளډଯࡋޑᅈཀࡋǶዐᛎҎᆶླྀדကȐ311:ȑᇡࣁၯᏨᡏᡍΏ

ࢂ΋୏ᄊϐЬᢀགڙǴࢂၯ࠼࿶җӧၯᏨҶ໕൑܌Ϸࢲ୏ύ܌ౢғޑᅈىᡏ ᡍǶځύቹៜϐӢનନΑၯ࠼ҁيϐঁΓӢનѦǴΨх֖ΑၯᏨ൑܌ޑᕉნǵ

ୖᆶޑࢲ୏Ϸၸำύ܌วғϐ܌Ԗ࿶ᡍǶ!

Οǵ୍ܺࠔ፦ϐۓက!

!!!!୍ܺࠔ፦ࣴزޑਥྍ߯வኻࢪޑԐයᢀۺᆶчऍޑ៝࠼ᅈཀ౛ፕԶٰ

(Chenet et al., 1999; Fisk et al., 1993)ǴࡺԖᜢ୍ܺࠔ፦ۓကϐЎ᝘࣬྽ӭǶ!

!!Levitt (1972)നӃ๏ܭ୍ܺࠔ፦ϐۓကǴ٠ᇡۓ୍ܺࠔ፦ࢂ୍่ܺ݀ૈ୼಄ӝ

೛ۓޑ኱ྗǶLehtinen (1983)ۓက୍ܺࠔ፦٩ᏵҾ཰)׎ຝ*ࠔ፦ǵϕ୏ࠔ፦ǵނ

፦ࠔ፦ǶGronroos (1983)வמೌࠔ፦)ჴሞளډ*کфૈࠔ፦)ӵՖ໺ሀ*!ٿБय़

ٰ௖઩୍ܺࠔ፦ǶZeithaml, Parasuraman, and Berry (1990)ᇡࣁȨ୍ܺࠔ፦ȩࢂค ݤҔ౳࿊܌࣮ـǴӢԜࡐᜤᆶ΋૓ޑౢࠔǵ୘ࠔᆶ೤ࠔ΋ኬղձࣁؼࠔ܈ޣό ؼࠔǴΞу΢ΓԖЬᢀ΢ޑৡ౦ᆶࡘԵᢀۺόӕǴ೏ᇡࣁࢂӳ܈ࢂόӳǶ୍ܺ

ࠔ፦ࢂ୍ܺޑගٮޣᅈى៝࠼)੃຤ޣ*ჹ୍ܺයఈૈΚǶCronin and Taylor (1992)ᇡࣁ୍ܺࠔ፦ឦܭ΋ᅿߏයޑЈᄊǴԶ࠼Њᅈཀࡋ߾ࢂਥᏵࢌ΋੝ۓޑܺ

୍࿶ᐕ܌׎ԋޑ΋ᅿอኩղᘐǶঞ᜽मᆶचӼ๮)1996*ᇡࣁ୍ܺࠔ፦ࢂவ៝࠼

ޑᢀᗺٰගٮ៝࠼ᅈىޑ୍ܺࠔ፦ޑᔠᡍǶશ஖໢)2000*ۓက୍ܺࠔ፦ࣁ៝࠼

)੃຤ޣ*Ьᢀղᘐౢࠔ܈୍ܺޑ᏾ᡏᓬؼണрำࡋǶFrochot and Hughes (2000) ᇡࣁᑽໆ୍ܺࠔ፦Кଆౢࠔ׳ፄᚇǴӢࣁ౦፦܄ǵค׎܄ǵόёᓯӸ܄ǵ៝࠼

ୖᆶ୍ܺၸำำࡋଯ฻ϣӧ੝܄ǶԢကѳ)2000*୍ܺࠔ፦ڀԖค׎܄ǵ౦፦܄ǵ

ӕਔ܄ᆶܰೳ܄฻੝፦Ǵ٬୍ܺࠔ፦όܰ೏ܴዴޑࣚۓᑽໆǴу΢ӧ୍ܺޑၸ ำύԖ៝࠼)੃຤ޣ*ϟΕǴѸ໪а៝࠼)੃຤ޣ*ϐᢀᗺٰࣚۓᆶᑽໆځ୍ܺࠔ

፦Ǵࡺ୍ܺࠔ፦ޑۓကѸ໪а٬ҔޣޑᢀᗺٰуаۓကǶ!

!!!!Parasuraman, Zeithaml, and Berry (1985)ፋϷჹܭ੃຤ޣԶقǴ୍ܺࠔ፦ࢂၨ

ౢࠔࠔ፦׳ᜤѐຑሽޑǴӢԜԶගр୍ܺࠔ፦ࣁ୍ܺ߻ޑයఈᆶௗڙ୍ܺࡕޑ ޕ᝺ࠔ፦ৡຯǴҭջ៝࠼٣߻යఈޑ୍ܺᆶௗڙ୍ܺࡕޑჴሞགڙ໔ޑКၨǴ ځࠔ፦ຑᘐх୍่֖ܺ݀ຑ՗ᆶ୍ܺሀଌၸำຑ՗Ƕ྽៝࠼ޑޕ᝺ډޑ୍ܺࠔ

፦ຬၸයఈޑ୍ܺਔǴ៝࠼ஒ཮གډᅈཀǹϸϐǴ྽ޕ᝺ډޑ୍ܺࠔ፦եܭය ఈޑ୍ܺਔǴ៝࠼ࢂόᅈཀځ܌ௗڙډޑ୍ܺࠔ፦Ƕ!

Ѥǵ୍ܺࠔ፦ᑽໆᄬय़!

!!ӧ୍ܺࠔ፦ޑᑽໆᄬय़ǴLehtinen and Lehtinen (1982)ࡰр୍ܺࠔ፦хࡴΟ

ঁᄬय़Ǻჴᡏࠔ፦ǵҾ཰ࠔ፦کϕ୏ࠔ፦Ƕჴᡏࠔ፦х୍֖ܺޑჴᡏय़(ӵ೛ഢ کࡌᑐ)ǹҾ཰ࠔ፦хࡴϦљޑӑຝ܈׎ຝǹϕ୏ࠔ፦ٰԾ୍ܺΓ঩ک੃຤ޣޑ ϕ୏аϷ੃຤ޣঁΓϐ໔ޑϕ୏Ƕ

!!നቶݱ೏٬Ҕکෳໆ୍ܺࠔ፦ޑཷۺࢂҗ Parasuraman et al. )1985*܌ග рǴճҔሌՉǵߞҔьǵ೛ഢᆢঅᆶߥᎦϷߏ೼ႝ၉Ѥᅿ୍ܺ཰ࣁࣴزჹຝа

຾Չჴ᛾ࣴزǴϐࡕǴගрᑽໆ୍ܺࠔ፦ޑΜᄬय़ǴՠҗܭԖወӧख़᠄ޑ௃׎Ǵ

ࡺΟՏᏢޣஒচӃ܌ගϐΜ໨ᄬय़຾ՉϸᙟޑፓࢗࣴزǴനࡕว৖рڀԖؼӳ ߞࡋǵਏࡋکख़ፄ܄եޑϖ໨ᄬय़ǴϷΒΜΒᚒୢ໨ޑໆ߄Ǵ٠ஒԜໆ߄ڮӜ ࣁȨSERVQUALȩ(Parasuraman, Zeithaml, & Berry, 1988)Ƕځύϖᄬय़ޑȨԖ׎

܄ȩǵȨё᎞܄ȩϷȨϸᔈ܄ȩᆶচᄬय़࣬ӕǴځѬΎ໨ᄬय़߾ϩձӝٳࣁȨߥ

᛾܄ȩϷȨӕ౛ЈȩǶ!

!!Cronin and Taylor (1992)ġ ߾ᇡࣁ໻൩៝࠼ჴሞޕ᝺ޑ೽ϩٰຑໆ୍ܺࠔ

፦Ǵ٠όѸӆᆶයఈޑ୍ܺНྗ଺КၨǴ࿶җჹሌՉ཰ǵନᙝ཰ǵଳࢱ۫ᆶೲ १۫ޑჴ᛾ϩ݋࿶җ᛾ჴКၨ SERVQUAL ک SERVPERF ٿᅿᑽໆБݤǴளډ

Πӈٿ໨ว౜Ǻ)΋*ᗨฅ୍ܺޑයఈჹ੃຤ޣ୍ܺࠔ፦ޑᇡޕ཮Ԗ੝ۓޑቹ ៜǴՠ୍ܺ୺Չ่݀ޑᇡޕ෧ѐ୍ܺයఈޑᑽໆБԄ٠ό፾Ҕܭ୍ܺࠔ፦ޑໆ

ෳǶ୍ܺࠔ፦ޔௗ୤Ԗڙډ୍ܺᇡޕޑѰѓǹ)Β*੃຤ޣᅈཀࡋК୍ܺࠔ፦ჹ ᖼວ໼ӛԖ׳மਗ਼ޑቹៜǶќѦǴᗋว౜ SERVPERF ໆ߄֡ၨ SERVQUAL Ԗ

ၨ٫ޑ Ⴃෳ ૈΚ Ϸԏ ᔙਏ ࡋ (Convergent Validity) ᆶ୔ ᒣਏ ࡋ (Discriminant Validity)Ƕᗨฅ Parasuraman, Zeithaml, and Berry (1994b) ჹ SERVPERF ܭߞ ࡋǵਏࡋϷႣෳૈΚ฻໨Ҟගрόӕ࣮ݤǴՠ Parasuraman, Zeithaml, and Berry (1994a) ϝฅ܍ᇡ SERVPERF ӧࢌ٤Бय़ڀԖၨ٫ޑႣෳૈΚǶ

!!җܭ SERVPERF ໆ߄ޑୢ໨ό໻ᆶ SERVQUAL ໆ߄࣬ӕǴЪᏱԖၨ٫ޑ

ߞਏࡋǶҗ SERVQUAL ໆ߄ёளޕǴϖ໨୍ܺࠔ፦ᑽໆᄬय़ύǴԖ׎܄аඔ

ॊȨฯᡏȩБय़ޑ୍ܺࠔ፦ࣁЬǴځᎩѤᄬय़߾аඔॊȨΓ঩୍ܺȩࣁЬǴᆶ ҁࣴز௖૸ޑЬᚒ─ၯᏨࠔ፦ǴԖࡐଯ࣬ᜢ܄ Ƕࡺҁࣴز჋၂ୖԵᆶၮҔ Parasuraman et al. (1988)܌ගϐϖ໨ᄬय़Ϸ SERVPERF ໆ߄ࣁ୷ᘵǴ೛ीၯᏨࠔ

፦ឦ܄ୢ໨ (߄ 1)Ƕ

߄ 1

SERVQUALໆ߄ᑽໆᄬय़Ϸຑ՗໨Ҟ!

ᄬय़! ಔԋ໨Ҟ!

ё᎞܄!

(Reliability)

Ϧљჹ៝࠼܌܍ᒍޑ٣௃Ǵ೿ૈϷਔֹԋǶ!

៝࠼ၶډ֚ᜤਔǴૈ߄౜рᜢЈ٠ගٮڐշǶ!

Ϧљࢂё᎞ޑǶ!

ૈྗਔගٮ܌܍ᒍޑ୍ܺǶ!

҅ዴ૶ᒵ࣬ᜢޑ୍ܺǶ!

ϸᔈ܄!

(Responsiveness)

྽୍ܺஒ೏୺ՉਔǴ཮Ӄ֋ϐ៝࠼Ƕ!

៝࠼ёِೲӦவ঩π္ٗளډ୍ܺǶ!

঩πᕴࢂᜫཀᔅշ៝࠼Ƕ!

঩πёҥڅගٮ୍ܺǴᅈى៝࠼ሡ؃Ƕ!

ߥ᛾܄!

(Assurance)

঩πࢂॶளߞᒘޑǶ!

ӧவ٣ҬܰਔǴ៝࠼཮གډӼЈǶ!

঩πࢂԖᘶᇮޑǶ!

঩πёவϦљளډ፾྽ޑЍ࡭Ǵаගٮ׳ӳޑ୍ܺǶ!

ᜢᚶ܄!

(Empathy)

Ϧљଞჹόӕ៝࠼ගٮঁձ୍ܺǶ!

঩π཮๏ϒ៝࠼ঁձޑᜢᚶǶ!

යఈ঩π཮Αှ៝࠼ޑሡ؃Ƕ!

Ϧљע៝࠼ޑճ੻ӈࣁᓬӃԵໆǶ!

Ϧљගٮޑ୍ܺਔ໔٠಄ӝ܌Ԗ៝࠼ޑሡ؃Ƕ!

Ԗ׎܄!

(Tangibles)

Ԗ౜жϯޑ୍ܺ೛ഢǶ!

୍ܺ೛ࡼڀԖ֎ЇΚǶ!

঩πԖ᏾ዅޑܺးکѦ߄Ƕ!

Ϧљޑ೛ࡼᆶдॺ܌ගٮޑ୍ܺ࣬ଛӝǶ!

)ၗ਑ٰྍǺParasuraman et al. (1988)*!

!

ಃΟ࿯!অ҅ IPA!

!!!!ख़ाᕮਏϩ݋)Importance-performance analysis*!ࢂ΋ᅿᙁൂЪԖਏޑБ ݤǴςቶݱ೸ၸख़ाࡋᆶᕮਏБԄࣴزᔈҔܭ៝࠼ᅈཀࡋБय़(Eskildsen, &

Kristensen, 2006; Magal, & Levenburg, 2005; Martilla, & James, 1977)ǶJQB ࢂ΋ᅿ ᙖҗȬख़ाȭ.ჹ੃຤ޣޑख़ा܄کȬ߄౜ȭ.੃຤ޣᇡࣁ߄౜௃׎ޑෳࡋǴஒ

੝ۓ୍ܺౢࠔޑ࣬ᜢ܄ᓬӃ௨ׇޑמೌ(Sampson, & Showalter, 1999)Ƕ

!!!!IPA २Ӄҗ Martilla, and James,!(1977)ගрǴၮҔӧ੃຤ޣჹًؓᎍ୧Ϧљ

܌ගٮޑ୍ܺឦ܄฻໨Ҟ΢Ǵϩ݋ځख़ा܄ᆶ߄౜௃׎ϐ໔ޑᜢᖄ܄Ǵ٠ගр ว৖ᆅ౛฼ౣᆶՉᎍࡌ᝼ǴҞ߻ςදၹ೏ၮҔӧҾ཰࿶ᔼ،฼ϩ݋΢ǶӕਔǴ ख़ाࡋᕮਏϩ݋ҭࢂҾ཰ᆅ౛ޣҔٰᑽໆҞ߻Ϧљѱ൑ᝡݾՏ࿼ǵዴᇡϦљ࿶

ᔼׯ๓ᐒ཮ᆶЇᏤϦљ฼ౣБӛޑϩ݋מೌ!(Hawes, & Rao, 1985; Myers, 2001)ǶќѦǴMatzler, et al. (2004)Ψࡰрख़ाࡋᕮਏϩ݋ёڐշᆅ౛ޣዴᇡԖ շܭၲԋ៝࠼ଯᅈཀࡋ่݀ϐ୍ܺឦ܄Ƕ೯தӧҾ཰ֹԋ៝࠼ᅈཀࡋፓࢗ܈ܺ

୍ࠔ፦ፓࢗ\٬Ҕ SERVPERF ໆ߄)Cronin, & Taylor, 1992*^ϐࡕǴӣԏԖਏୢڔ ϐፓࢗၗ਑ஒ೏Ҕٰࡌҥख़ाࡋᕮਏϩ݋ϐΒᆢંତკǶӧંତკύǴࠔ፦ឦ

܄ϐ୍ܺຑ᠘ᕮਏᆶख़ाࡋϩձࣁ X!ືᆶ Y ືǶԶ X!ືᆶ Y!ືϐύЈጕࢂ

Ӛࠔ፦ឦ܄ϐ୍ܺຑ᠘ᕮਏᆶख़ाࡋޑᕴѳ֡ॶǶӢԜǴख़ाࡋᕮਏϩ݋ંତ კ཮ԖѤঁᆅ౛฼ౣБ਱Ǵख़ाࡋᕮਏϩ݋ંତკӵკ 2 ܌ҢǶ!

!!!!ਥᏵࠔ፦ឦ܄܌ՏೀϐБ਱Ǵᆅ౛ޣёమཱҞ߻Ϧљ܌໺ሀ୍ܺޑӚࠔ፦

ឦ܄ࢂឦܭᓬᗺ܈લᗺǶБ਱ I!)ଯख़ाࡋᆶଯ୍ܺຑ᠘ᕮਏ*!ϣϐӚࠔ፦ឦ

܄Ǵж߄๱Ϧљᕇள܈ᆢ࡭ᝡݾᓬ༈ϐᐒ཮܌ӧǴҭ൩ࢂϦљϐЬाᓬᗺǶБ

਱ II !)եख़ाࡋᆶଯ୍ܺຑ᠘ᕮਏ*!ϣϐӚࠔ፦ឦ܄Ǵж߄๱Ϧљёૈ׫Εၸ ӭၗྍܭ၀ࠔ፦ឦ܄΢Ǵനӳૈख़ཥԵቾၗྍϐϩଛǴܴዴӦᇥǴပΕԜຝज़ ޑ೭٤୍ܺឦ܄ளςԋࣁफ़եԋҁϐჹຝǶҭ൩ࢂϦљϐԛाᓬᗺǶБ਱ III!)ե

ख़ाࡋᆶե୍ܺຑ᠘ᕮਏ*ϣϐӚࠔ፦ឦ܄Ǵж߄๱Ϧљคሡӆ׫ΕၸӭոΚᆶ

ၗྍޑࠔ፦ឦ܄Ǵҭ൩ࢂϦљϐԛाલᗺǶБ਱ IV!)ଯख़ाࡋᆶե୍ܺຑ᠘ᕮ ਏ*!ϣϐӚࠔ፦ឦ܄Ǵж߄๱Ϧљ࡚ሡҥջׯ๓ϐࠔ፦ឦ܄Ǵҭ൩ࢂϦљϐЬ

ाલᗺǴΨ൩ࢂҁࣴز܌ۓကϐȨᓬӃׯ๓୍ܺࠔ፦ឦ܄ȩǶ!

!

!

ᓬӃׯ๓!

(Concentrate here)!

Б਱ ΙV

ᝩុᆢ࡭!

(Keep up the good work)!

Б਱ Ι եख़ाࡋ!

(Low priority) Б਱ ΙΙΙ

ၸࡋख़ຎ!

(Possible overkill) Б਱ ΙΙ

!

!

კ 2!ख़ाࡋᕮਏϩ݋ંତკ!\ၗ਑ٰྍǺMartilla, & James, (1977)^!

!

!!!!ӧ໺಍ IPA מೌ࣬ᜢၮҔࣴزБय़Ǵֈߏ፥Ȑ3116ȑᔈҔ IPA ӧ໣໣Ӧ୔

ၯ࠼ਓၯ୏ᐒǵᅈཀࡋᆶख़ၯཀᜫϐࣴزǴϩ݋ၯ࠼ϐՉ߻යఈǵჴሞᡏᡍٰ

ᔕۓ୍ܺ೛ࡼϐᆅ౛฼ౣǹ೚ҥဂȐ3118ȑᔈҔ IPA ӧܿѠ᡼ϼᎹሙ୯ৎ॥ඳ

୔ၯᏨ୏ᐒᆶၯᏨᅈཀϐࣴزǴ௖૸ϼᎹሙ୯ৎ॥ඳ୔ၯ࠼ϐၯᏨႣයᆶჴሞ ᅈཀࡋǹഋࠂةǵֆቆࣿǵЦඵֻȐ3115ȑᔈҔ IPA ӧ჏ကҶ໕ၭ൑୍ܺࠔ፦

ໆෳϐࣴزǴаפрׯ๓჏ကҶ໕ၭ൑୍ܺࠔ፦ϐख़ᗺࠔ፦ឦ܄ǹ໳ക৖ᆶ׵

ᆢृ!)2006*ᔈҔ IPA ӧၯ࠼෠ଷғࢲࠠᄊᆶၯᏨࢲ୏ୖᆶϐᜢ߯Ǵ௖૸όӕ෠

ଷғࢲࠠᄊޑ௼ဂჹܭ၀ၯᏨ୔܌ගٮޑ੝ۓࢲ୏ϐᑫ፪کᅈཀࡋࢂցԖৡ ౦ǹ໳ཥோ)2005*ᔈҔ IPA ӧ೿཮ࠠЬᚒ኷༜୍ܺࠔ፦Ϸ៝࠼ᅈཀࡋϐࣴزɡ аѲᎹ኷كᒃНЬᚒ኷༜ࣁٯǴ௖૸ၯ࠼ჹܭ୍ܺࠔ፦ख़ຎࡋϷ୍ܺࠔ፦߄౜

ࡋϐ໔ޑᜢ߯ǹ؇຾ԋᆶጰڼ৒Ȑ3113ȑᔈҔ IPA ӧȨՋ੤УᢀӀᝡݾϐࣴز ख़ाࡋ!

ᕮਏ!

L L H

H

ɡIPA ኳԄϐᔈҔȩǴа IPA ኳԄᔠຎՋ੤УᢀӀᝡݾΚϐख़ाׯ๓ӢનǶ໳֮

୯ᆶᎅ҅۸Ȑ3119ȑᔈҔ IPA ٰ௖૸ەើ୯ሞูވ࿯࿶ᔼᆶᆅ౛Ǵ܌ள่݀ჹ ЬᒤൂՏϷᏢೌൂՏගٮ࣬ӕՉࡹǵჴ୍Ϸࡕុࣴزࡌ᝼Ƕഋ؊৸ǵ׵҅ችǵ էٵዅ)2008*ᔈҔ IPA פрԖճܭҡߐࢲങ྽Ӧᓓ᡺཰ޣ҂ٰว৖ϐᓬ༈ǵ১ ᗺǵᐒ཮ᆶ࠶ુǶ஭㪻ᆡᆶഋᎩ⯨Ȑ2009ȑᔈҔ IPA ٰϩ݋ᆘ৞ၯ࠼ჹੌወࢲ

୏୍ܺࠔ፦යఈᆶᅈཀࡋǶ׵ߙ݊ᆶًԋጎȐ2009ȑаᆵчᑜβࠤਯ޸࿯㵝ٯǴ

೸ၸӚ໨ࡰ኱ٰ௖૸ၯ࠼ჹܭӦБ࿯ቼޑख़ຎǵᅈཀำࡋᆶख़ၯϐཀᜫᜢ߯Ǵ ځύᔈҔ IPA פрਯ޸࿯ϐᓬ༈ǵ১ᗺǵᐒ཮ᆶ࠶ુǶ!

!!!!ᗨฅ IPA ࢂ΋ঁߚதԖሽॶޑБݤǴၸѐࣴزԖ൳ঁख़ाલᗺǶMatzler, et al. (2004) ගډচۈ IPA Ԗٿঁᗦ֖ޑଷ೛Ǻ΋ǵᕮਏᆶख़ाࡋࢂϕࣁᐱҥᡂኧǶ Βǵᕮਏᆶ᏾ᡏᅈཀࡋ໔ޑᜢ߯ࢂጕ܄ЪჹᆀǶ೭ٿঁଷ೛ӧ੿ჴШࣚࢂᒱᇤǴ ᕮਏឦ܄ቫભک᏾ᡏ៝࠼ᅈཀࡋࢂόჹᆀޑ)Kano, Seraku, Takahashi, & Tsuji, 1984; Matzler, et al., 2004; Matzler, & Sauerwein, 2002; Matzler, Sauerwein, &

Heischmidt, 2003; Ting, & Chen, 2002)ǴԜѦᕮਏឦ܄کख़ाࡋឦ܄ࢂឦܭӢ݀

ᜢ߯(Matzler, et al., 2004; Oh, 2001; Ryan, & Huyton, 2002;Sampson, & Showalter, 1999)Ƕ!

!!!!Deng (2007)ගрঅ҅ IPA ٰڗж໺಍ IPAǶځύᆶ໺಍ IPA നεৡ౦ೀӧ ܭȨख़ाࡋȩϐᕇளǶচٰ໺಍ IPA ࢂᙖҗୢڔፓٰࢗᕇளڙೖޣჹ୍ܺឦ܄

ϐȨЬᢀख़ाࡋȩǴՠঅ҅ IPA ߾ࢂၮҔԾฅჹኧୃ࣬ᜢϩ݋ٰᕇளڙೖޣჹܺ

୍ឦ܄ϐȨᗦ܄ख़ाࡋȩǶ!

!

!

!

߄ 2!!

໺಍IPAᆶঅ҅IPAϐৡ౦!

໺಍ IPA!)Martilla, & James, 1977)! অ҅ IPA!)Deng, 2007*!

ᙖҗୢڔፓٰࢗᕇளڙೖޣჹ୍ܺឦ

܄ϐȨЬᢀख़ाࡋȩ!

ၮҔԾฅჹኧୃ࣬ᜢϩ݋ٰᕇளڙೖ

ޣჹ୍ܺឦ܄ϐȨᗦ܄ख़ाࡋȩ!

ୢڔሡԖख़ाࡋᆶᕮਏϐຑໆୢ໨! ୢڔ໻ሡᕮਏϐຑໆୢ໨ᆶ΋ᚒ᏾ᡏ

៝࠼ᅈཀࡋຑໆୢ໨!

࡚ሡׯ๓೽ҽ҂଺ᓬӃ໩ׇගϷ! ࡚ሡׯ๓೽ϩԖ଺ᓬӃ໩ׇගϷ!

ಃΟക!ࣴزБݤ!

!!!!ҁࣴزԑӧࡌᄬѠ᡼ᢀӀЃγၯᏨࠔ፦ໆ߄Ǵ٠ගٮ࿶ᔼᢀӀЃγౢࠔࠔ

፦ ϐ ࣚ ۓ Ǵ ၮ Ҕ ୢ ڔ ፓ ࢗ ݤ ຾ Չ ፓ ࢗ Ǵ ٠ ၮ Ҕ ख़ ा ᕮ ਏ ϩ ݋ (Impotance-performance analysis)(Martilla, & James, 1977)຾ՉᜢᗖၯᏨࠔ፦ϐዴ ᇡǴаٮୖԵǶҁക࿯ӅϩࣁѤ࿯Ǵϩձୢڔ೛ीǵܜኬፓࢗೕჄǵ࣬ᜢ಍ी

ϩ݋БݤǵᜢᗖၯᏨࠔ፦ឦ܄ዴᇡำׇϩ݋Ƕ!

ಃ΋࿯!ୢڔ೛ी!

!!ҁࣴزԑӧዴᇡѠ᡼ᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ឦ܄ǶࡺፓࢗୢڔନΓα

಍ीၗ਑ፓࢗѦǴᗋхࡴၯᏨࠔ፦ፓࢗ೽ϩǶҁࣴزୖԵ Parasuraman et al. (1988)

܌ගޑ୍ܺࠔ፦ϖεᄬय़ᆶӭՏ୯ϣѦᏢޣϐၯᏨࠔ፦Ў᝘(ӵ߄ 3)Ǵ೛ीр 26 ᚒၯᏨࠔ፦ୢ໨ᆶ 1 ᚒ᏾ᡏၯᏨࠔ፦ຑሽୢ໨Ǵӕਔ௦Ҕ่ᄬ܄࠾ഈԄୢڔБ ԄֹԋѠ᡼ᢀӀЃγၯᏨࠔ፦ፓࢗୢڔϐ೛ीǶԶୢ໨ຑໆБԄ΢Ǵ௦Ҕ׵լ

੝ΎᗺໆЁБԄǴϩձа 7 Կ 1 ϩٰж߄ȨߚதᅈཀȩǵȨᅈཀȩǵȨัࣁᅈཀȩǵ Ȩද೯ȩǵȨัࣁόᅈཀȩǵȨόᅈཀȩϷȨߚதόᅈཀȩΎঁᇟཀ௛ຒǶΓα಍

ीၗ਑ፓࢗ೽ϩǴх֖܄ձǵԃសǵ௲ػำࡋǵ୯ᝤǵၗૻٰྍǵӵՖुᖼѠ

᡼ᢀӀЃγਓၯౢࠔǵམ४Ѡ᡼ᢀӀЃγԛኧ฻Ύঁୢ໨Ƕ

߄ 3!!

ၯᏨࠔ፦ឦ܄ϐୢ໨!

ୖԵЎ᝘! ᄬ

य़!

ᚒҞ!

Parasuraman et al. (1988) Martínez Caro, L. and Martínez García, J. A.

(2007)

ё!

᎞!

܄!

1/ჹၯ࠼܌܍ᒍޑௗଌ୍ܺ೿ૈϷਔၲԋǶ!

2.ૈྗਔၲԋ܌܍ᒍޑਓၯՉำǶ!

3/ૈ҅ዴइᒵၯ࠼ϐुᖼਓၯ࣬ᜢၗ਑Ƕ!

4/ु౻ϷбීБԄࢂߡճޑǶ!

5.ਓՉޗᔼၮਔ໔ࢂБߡޑǶ!

Parasuraman et al. (1988) Deng (2007)

ӣ!

ᔈ!

܄!

6.ၯ࠼ૈِೲᕇளਓၯ࣬ᜢ୍ܺा؃Ƕ!

7.Ꮴၯ኷ཀᔅշၯ࠼Ƕ!

8.࣬ᜢ୍ܺΓ঩ڀԖೀ౛ၯ࠼ୢᚒϐૈΚǶ!

Wang et al. (2007)

David , Peter and Philip (2003)

Parasuraman et al. (1988)

Ԗ!

׎!

܄!

9.Ѓγϣࢂଳృǵ᏾ዅޑǶ!

10.Ѓγϣྕࡋࢂ๤፾ޑǶ!

11/ਓၯ୍ܺΓ঩Ᏹ஑཰ᆶ᏾ዅϐሺ߄Ƕ!

12.ЃγӼӄࢂคቾޑǶ!

13.Ѓγϣ೛ഢᆶ܌ගٮ୍ܺૈ࣬ϕଛӝǶ!

Wang et al. (2007)

Parasuraman et al. (1988) David et al. (2003)

ߥ!

᛾!

܄!

14.ᏤၯᏱԖؼӳޑᇟق߄ၲૈΚǶ!

15.ᏤၯᏱԖೢҺགǶ!

16.Ꮴၯࢂ϶๓ޑǶ!

17.ᏤၯᏱԖؼӳޑ஑཰ᏤំှᇥૈΚǶ!

18.ᏤၯᏱԖიᡏ໔ፓکޑૈΚǶ!

19.ܭਓၯՉำύǴૈགډӼӄᆶӼЈǶ!

20.љᐒᏱԖؼӳޑᄊࡋǶ!

21.љᐒᏱԖؼӳޑᎯᎭ୍ܺǶ!

Martínez Caro, L. and Martínez García, J. A.

(2007) Deng (2007)

Parasuraman et al. (1988)

ᜢ!

ᚶ!

܄!

22.Ѓγௗଌ୍ܺՉำ಄ӝךޑሡ؃Ƕ!

23.ਓၯՉำૈ಄ӝךޑሡ؃Ƕ!

24.ૈΑှၯ࠼ঁΓϯϐሡ؃Ƕ!

25.ૈа៝࠼ճ੻ࣁᓬӃԵໆǶ!

26.ૈਔਔЬ୏ᜢᚶၯ࠼Ƕ!

ಃΒ࿯!ܜኬፓࢗೕჄ!

!!!!ҁࣴزୢڔፓࢗჹຝࣁჴሞམ४Ѡ᡼ᢀӀЃγၯᏨϐၯ࠼Ǵୢڔวܫਔ໔ ᗺࣁճҔၯำ่״ࡕډ߇ӣௗଌӦϐޜᔞ༤ቪǴ٠ᙖҗҬ೯೽ᢀӀֽ܌ਡۓࢳ

၌ϐਓՉޗٰڐշֹԋࣴزǶႣ၂ୢڔΏୖԵ୯ϣѦЎ᝘٠࿶ขᗺიᡏࣴ૸Б ԄٰዴۓϐǴӅ೛ीᕷᡏύЎǵमЎ฻ٿᅿހҁаБߡ୯ϣѦਓ࠼༤ቪǶႣ၂ բ཰௦ߡճܜኬБԄ຾Չ 60 ҽୢڔፓࢗǴୢڔวܫၡጕࣁܿчفੇ۞ᆶΐҽǶ

࿶Ⴃ၂Ԗਏୢڔϐߞࡋϩ݋ᆶୢᚒഋॊό፾ೀϐঅ҅ࡕǴ҅ԄୢڔБωۓዺǶ Զ҅Ԅୢڔፓࢗҭࢂ௦ҔߡճܜኬБԄǴჹখֹԋਓၯՉำϐၯ࠼Ǵ຾Չୢڔ วܫǵ༤ቪᆶӣԏբ཰Ǵᕴीวܫ 300 ҽୢڔǴวܫၡጕࣁҬ೯೽ᢀӀֽ 311:

ԃਓၯΓԛ಍ी߻ΟӜၡጕǴ٩ׇࣁѠчѱϣᢀӀǵϼᎹሙǵΐҽܿчفጕ)Ѡ

᡼ᢀӀЃγᆛઠǴ2010*Ƕ!

ಃΟ࿯!࣬ᜢ಍ीϩ݋Бݤ!

!!ҁࣴزа಍ी঺း೬ᡏ SPSS for Windows ຾Չୢڔၗ਑ϐ಍ीϩ݋Ƕ୺Չ ϐϩ݋хࡴ௶ॊ಍ीϩ݋ǵߞࡋϩ݋ǵਏࡋϩ݋ǵ໨Ҟᕴکϩ݋ǵϣ೽΋ठ܄

ਏ኱ݤǵঅ҅ IPA ϩ݋ǵᡍ᛾܄Ӣનϩ݋Ƕ

΋ǵ௶ॊ܄಍ीϩ݋!

!!௶ॊ಍ीϩ݋ΏճҔ಍ीໆᆶКٯϩ݋ٰ่݀ഋॊӣԏԖਏኬҁϐΓα಍

ीၗ਑௃׎ǶҁࣴزճҔ௶ॊ܄಍ीϩ݋ஒ܄ձǵԃសǵ௲ػำࡋǵ୯ᝤǵၗ

ૻٰྍǵӵՖुᖼѠ᡼ᢀӀЃγਓၯౢࠔǵམ४Ѡ᡼ᢀӀЃγԛኧ฻ᡂኧԖس

಍уа಍᏾ǴаΑှঁΓޗ࿶ङඳޑ௃ݩǶ

Βǵߞࡋϩ݋!

!!!!ߞࡋϩ݋Ώࡰໆ߄ӧᑽໆୢڔࢂցڀഢޑᛙۓ܄Ϸ΋ठ܄Ǵᛙۓ܄ࢂࡰჹ ӕ΋ץኬҁǴ߻ࡕΒයෳٿԛǴऩٿޣ࣬ᜢ܄ຫଯǴ߾߄Ң၀ෳໆޑᛙۓ߯ኧ ຫଯǶ΋ठ܄ࢂࡰෳᡍϣ೽ୢᚒ໔ࢂց࣬ϕ΋ठǶCronbach (1951)ගрϐ͉ߞ

ᒘسኧǴࢂҞ߻Չࣁࣴزനத٬Ҕϐߞࡋࡰ኱ǶStraub (1989)ࡰр Cronbach͉߯

ኧё೏Ҕٰᑽໆෳໆୢ໨ޑߞࡋǶNunnally (1978)ࡌ᝼ Cronbach͉߯ኧεܭ 1/8!

ਔǴж߄ڀԖؼӳޑߞࡋǶ!

Οǵਏࡋϩ݋!

!!!!຾ՉӢનϩ݋߻ǴѸ໪ӃዴۓӚෳໆୢ໨໔ࢂցڀԖӅӕᡂ౦܄Ǵωૈ،

ۓࢂց፾ӝ຾ՉӢનϩ݋Ƕ೯த཮ၮҔ KMO!ॶ(Kaiser-Meyer-Olkin)ᆶ Bartlett ౚ׎ᔠۓ(Bartlett’s Test of Sphericity)ٰ຾ՉղᘐǶځύ Bartlett ౚ׎ᔠۓऩ P!=

0.01 ޑ่݀ᇥܴ࣬ᜢંତϣޑ࣬ᜢ߯ኧόӕЪεܭ 1ǴىаբࣁӢનϩ݋ܜڗӢ નϐҔǶӵ݀ KMO ॶλܭ 0.5 ਔǴၨόە຾ՉӢનϩ݋Ǵ຾ՉӢનϩ݋ϐද ೯ޑྗ߾ԿϿӧ 0.06 а΢Ƕ(Kaiser, 1974)Ƕ!

Ӣનϩ݋ࢂаЬԋҽϩ݋ݤϷനεᡂ౦ኧᙯືݤǴ੝ቻॶεܭ 1ǴӢનॄ಻ໆ εܭ 0.5 ޑ೛ۓٰ୺ՉǴԶϩ݋่݀߾բࣁୢڔࡌᄬਏࡋϐԋਏዴᇡ(Deng, 2007)Ƕ

Ѥǵ໨Ҟᕴکϩ݋!

 !!ࡌ ᄬ ਏ ࡋ ߯ ௦ Ҕ Kerlinger (1986) ܌ ம ፓ а ໨ Ҟ ϩ ኧ ک ᕴ ϩ ϐ ࣬ ᜢ (item-to-total correlation)ݤǴҭջଷ೛ᕴϩԖਏǴ߾ঁձ໨Ҟکᕴϩ࣬ᜢ߯ኧε λǴջࣁࡌᄬਏࡋᑽໆࡰ኱Ƕ!

ϖǵϣ೽΋ठ܄ਏ኱ݤ!

!!!!ஒ؂΋Տڙ၂ޣޑໆ߄ளϩуᕴ٠٩ଯե௨ׇǴڗᕴϩࣁ߻ 1/3 ࣁଯϩ ಔǵࡕ 1/3!ࣁեϩಔǴϐࡕीᆉ؂΋ঁᚒ໨ӧଯϩಔᆶեϩಔޑѳ֡ॶǴനࡕ ӆᔠۓ؂΋ᚒҞӧଯϩಔᆶեϩಔࢂցၲᡉ๱ৡ౦Ƕऩၲᡉ๱НྗȐp < 0.05ȑǴ

߾ж߄Ԝ΋ᚒ໨ڀ᠘ձΚᔈϒаߥ੮Ǵϸϐ߾ϒаմନȐ஭ಏᏌǵ݅ذীǴ 1995ȑǶ!

Ϥǵঅ҅ IPA ϩ݋!

!!ҁࣴز୺ՉȨᜢᗖၯᏨࠔ፦ឦ܄ዴᇡำׇբݤȩǴаዴᇡख़ाࡋଯᆶࠔ፦ᕮ ਏեޑᜢᗖၯᏨࠔ፦ឦ܄ǶԶᜢᗖၯᏨࠔ፦ឦ܄ዴᇡำׇբݤܭΠ࿯၁ಒᇥܴǶ

Ύǵᡍ᛾܄Ӣનϩ݋!

!!!!ᡍ᛾܄Ӣનϩ݋)confirmatory factor analysisǹᙁᆀࣁ CFA*ࢂࣴزޣਥᏵ࣬

ᜢ౛ፕ܈Ў᝘ጓᇙ΋ঁ֖Ԗኧঁቫय़ޑໆ߄ǴԜໆ߄ςҗ஑ৎਏࡋቩਡ܈ς࿶

຾Չၸ௖઩܄Ӣનϩ݋Ǵໆ߄ቫय़Ϸ܌֖ޑᚒ໨ߚதܴዴǴࣴزޣࣁӆዴᇡໆ ߄Ӛቫय़Ϸ܌х֖ޑᚒ໨ࢂցӵচӃࣴزޣ܌ႣයޑǴΏ௦Ҕጕ܄่ᄬБำኳ Ԅ೬ᡏ)ӵ LISRELǵAMOS*уаᡍ᛾Ǵа௖زໆ߄ޑӢન่ᄬࢂցૈᆶܜኬኬ ҁ፾ଛǴԜᅿӢનϩ݋Ǵᆀϐࣁᡍ᛾ԄӢનϩ݋Ƕ)ֆܴໜǴ2007*!

ಃѤ࿯!ᜢᗖၯᏨࠔ፦ឦ܄ዴᇡำׇϩ݋

!!ᜢᗖၯᏨࠔ፦ឦ܄ዴᇡࢂ࿶җ୺ՉȨঅ҅ IPAȩำׇ(Deng, 2007)ٰуаֹ

ԋޑǶځύᗦ܄ख़ाࡋᕇڗϐբݤϩࣁΟঁ؁ᡯǴӵΠ܌ҢǺ

؁ᡯ΋ǺஒӚၯᏨࠔ፦ឦ܄଺ԾฅჹኧޑᙯඤǶ

؁ᡯΒǺ೛ۓᕮਏԾฅჹኧک᏾ᡏ៝࠼ᅈཀࡋ(OCS)ࣁӭϡ࣬ᜢኳԄϐᡂໆǶ

؁ᡯΟǺճҔୃ࣬ᜢϩ݋ݤٰᕇளӚၯᏨࠔ፦ᆶ᏾ᡏ៝࠼ᅈཀࡋ໔ϐୃ࣬ᜢ߯

ኧ๊ჹॶǶԶԜୃ࣬ᜢ߯ኧ๊ჹॶ൩ࢂ၀ၯᏨࠔ፦ឦ܄ϐᗦ܄ख़ाࡋǶ

!!অ҅ IPA ำׇхࡴϖঁ؁ᡯ(Deng, 2007)Ǻ

؁ᡯ΋Ǻԏ໣៝࠼ჹᕮਏឦ܄ޑޕ᝺ǴୢڔፓࢗݤӧԜ؁ᡯࢂࡐத٬ҔޑǶୢ

ڔҔٰፓࢗᕮਏឦ܄ک᏾ᡏ៝࠼ᅈཀࡋǶ

؁ᡯΒǺ೸ၸ୺ՉԾฅჹኧୃ࣬ᜢޑБݤٰᕇளӚឦ܄ϐᗦ܄ख़ाࡋǶ

؁ᡯΟǺճҔᗦ܄ख़ाࡋᕴѳ֡ॶکᕮਏឦ܄ᕴѳ֡ॶࣁٿືύЈጕǴჄрр ڀѤБ਱ϐΒᆢંତǶ

؁ᡯѤǺஒ܌Ԗឦ܄ᛤᇙӧΒᆢંତკ΢Ƕ

؁ᡯϖǺပӧБ਱ IV(ଯख़ाࡋǵեᕮਏ)ϐၯᏨࠔ፦ឦ܄ߡࢂᜢᗖឦ܄(ӵკ 2)Ƕ

!!ӧ Deng (2007)܌ගঅ҅ IPA ϩ݋྽ύǴځஒၯ࠼ᅈཀࡋឦ܄ϐჴሞགڙॶ

೛ࣁ X ືǴԶᗦ܄ख़ाࡋ೛ࣁ Y ືǶԶܭҁࣴزύǴ߾ࢂஒၯ࠼ᅈཀࡋϐᜢᗖ ឦ܄௖૸ᙯࣁၯᏨࠔ፦ϐᜢᗖឦ܄௖૸ǴࡺၯᏨࠔ፦ឦ܄ϐჴሞགڙॶ(ࠔ፦ᕮ ਏ)೛ࣁ X ືǴԶၯᏨࠔ፦ឦ܄ϐᗦ܄ख़ाࡋ೛ࣁ Y ືǶ

ಃѤക!ࣴزϩ݋!

!!!!ӧໆ߄ᆒᙁᆶዴᇡࣴز೽ϩǴբ཰ԑӧᆒᙁໆ߄ୢ໨٠ዴᇡ҅Ԅໆ߄ϐߞ ࡋǵࡌᄬਏࡋǵԏᔙਏࡋ0୔ձਏࡋǶCronbach’s Alpha!ߞࡋϩ݋ǵ໨Ҟᕴکϩ

݋ǵϣ೽΋ठ܄ਏ኱ݤǵ௖઩܄Ӣનϩ݋)Exploraatory Factor Analysis; EFA*ǵ ᡍ᛾ԄӢનϩ݋(CFA)ǵঅ҅ IPA ࣁҁࣴز܌٬Ҕϐϩ݋БݤǶᆒᙁໆ߄ϩ݋ၸ ำύǴऩໆ߄Һ΋ୢ໨಄ӝΠӈ௃٣Ǵ߾уаմନǺ!

΋ ǵ ! ໨ Ҟ ᕴ ک ϩ ݋ Π Ǵ ໆ ߄ Һ ΋ ୢ ໨ ޑ ໨ Ҟ ᕴ ӝ ࣬ ᜢ ߯ ኧ λ ܭ 1/46)Parasuraman et al., 1988*Ƕ!

Βǵ!ϣ೽΋ठ܄ਏ኱ϩ݋ΠǴໆ߄Һ΋ୢ໨ཱུᆄಔ T ᔠۓ҂ၲᡉ๱)p ɩ 0.05*Ƕ!

Οǵ!௖઩܄Ӣનϩ݋ΠǴໆ߄Һ΋ୢ໨ޑӢનॄ಻ໆၠٿঁа΢ޑԋҽǴЪࣣ

λܭ 0.55(Hair, 1998*Ƕ!

ಃ΋࿯!ໆ߄߃ዺႣ၂ϩ݋!

!!!!ҁࣴزϐႣԄୢڔวܫਔ໔ࣁ 2010 ԃ 3 ДԿ 4 ДǴӅीวܫ 60 ϩǴԌନ ӕ΋༤เ܈ࢂ༤เόֹ᏾ϐคਏୢڔ 8 ҽǴჴሞԖਏӣԏୢڔࣁ 52 ҽǴӣԏ౗

ࣁ 87%Ƕ!

!!!!२ӃଞჹႣ၂ӣԏԖਏୢڔ 52 ҽ୺Չ Cronbach’s α ॶߞࡋϩ݋Ǵዴᇡໆ߄ ߃ዺڀԖଯࡋޑϣ೽΋ठ܄Ƕϩ݋่݀ᡉҢǴၯᏨࠔ፦ឦ܄ୢ໨ α!ॶࣁ 0.963Ǵ εܭ 0.7 ٠ၲଯߞࡋำࡋ(Nunnally, 1978)Ƕ!

!!!!ௗ๱ҁࣴز୺Չ໨Ҟᕴکϩ݋ᆶཱུᆄಔ T ᔠۓǴᆒᙁໆ߄߃ዺ٠ዴᇡ҅Ԅ ໆ߄Ƕ࿶ၸϩ݋่݀ว౜Ǵ٠คҺՖୢ໨ሡाմନǶӢԜ҅Ԅୢڔୢ໨ࣁ 26 ໨Ƕ ځϩ݋ኧᏵӵ߄ 4Ƕ!

!

!

߄ 4!!

ၯᏨࠔ፦ໆ߄Ⴃ၂໨Ҟᕴکϩ݋ᆶཱུᆄಔTᔠۓϐ่݀!

! ໨Ҟᕴکϩ݋! ϣ೽΋ठ܄ਏ኱܄!

ᚒဦ! ໨Ҟᕴӝ࣬ᜢ߯ኧ! մନҁ໨Ҟࡕϐߞࡋ! ཱུᆄಔᔠۓ)p*!

1. 0.590 0.962 0.001

2. 0.394 0.964 0.000

3. 0.764 0.961 0.000

4. 0.619 0.962 0.000

5. 0.803 0.961 0.000

6. 0.808 0.960 0.000

7. 0.828 0.960 0.000

8. 0.836 0.960 0.000

9. 0.610 0.962 0.000

10. 0.378 0.964 0.002

11. 0.569 0.963 0.002

12. 0.596 0.962 0.001

13. 0.631 0.962 0.000

14. 0.747 0.961 0.000

15. 0.841 0.960 0.000

16. 0.729 0.961 0.000

17. 0.733 0.961 0.000

18. 0.810 0.960 0.000

19. 0.821 0.960 0.000

20. 0.666 0.962 0.000

21. 0.427 0.963 0.000

22. 0.690 0.962 0.000

23. 0.578 0.963 0.000

24. 0.836 0.960 0.000

25. 0.820 0.960 0.000

26. 0.800 0.961 0.000

!

!

!

!

ಃΒ࿯!ኬҁ่ᄬϩ݋!

!!!!ҁࣴزаѠ᡼ᢀӀЃγམ४ϐၯ࠼ࣁࣴزჹຝǴ҅Ԅୢڔวܫਔ໔ࣁ 2010 ԃ 4 ДԿ 6 ДǴᕴीวܫ 300 ҽୢڔǴനࡕӣԏϐ 285 ҽୢڔǴځύԖਏୢڔ ࣁ 262 ҽǴคਏୢڔࣁ 23 ҽǴԖਏӣԏ౗ࣁ 91.9%ǶஒԖਏኬҁϐ୷ҁၗ਑ϩ

݋᏾౛ӵ߄ 5 ܌ҢǶ!

!!!!ڙ၂ޣύǴаζ܄ۚӭǴࣁ 51.1%ǹت܄ࣁ 48.9%ǶӧԃសБय़Ǵа 30~34

ྃനӭǴ՞ 24.8%ǹځԛࣁ 25~29 ྃ՞ 19.8%Ƕ௲ػำࡋаεᏢۚӭǴ՞ 58.4%Ƕ ୯ᝤаѦᝤၯ࠼ۚӭǴࣁ 61.5%ǹҁ୯ၯ࠼ࣁ 37.8%Ƕၗૻٰྍа໭۫ۚӭǴ՞

41.2%ǹځԛࣁᆛઠǴ՞ 27.1%Ƕुᖼᆅၰа໭۫ᘕѠനӭǴࣁ 41.6%ǹ!

ځԛࣁਓՉޗࣁ 27.1%Ƕམ४ԛኧа΋ԛۚӭǴ՞ 43.1%ǹځԛམ४ٿԛ՞ 35.5%Ƕ

! ߄ 5!!

Ԗਏኬҁϐ୷ҁၗ਑ϩ݋!

໨Ҟ! Γኧ! ԭϩК&! ໨Ҟ! Γኧ! ԭϩК&!

܄!

ձ!

ت! 128 48.9 ୯!

ᝤ!

Ѧᝤ! 161 61.5

ζ! 134 51.1 ҁ୯! 99 37.8

ԃ!

ស!

20 ྃаΠ 2 0.8

ၗ!

ૻ!

ٰ!

ྍ!

໭۫! 108 41.2 20~24 ྃ 40 15.3 ਓՉޗ! 44 16.8 25~29 ྃ 52 19.8 ᆛઠ! 71 27.1 30~34 ྃ 65 24.8 ਓၯ୍ܺύЈ! 19 7.3 35~39 ྃ 51 19.5 ࠹໺Ў࠹! 7 2.7 40~49 ྃ 37 14.1 ൔകᚇᇞ! 5 1.9

50~59 ྃ 10 3.8 ځд! 8 3.1

60 ྃа΢ 5 1.9 ӵ!

Ֆ!

ु!

ᖼ!

໭۫ᘕѠ! 109 41.6

௲!

ػ!

ำ!

ࡋ

୯λаΠ! 4 1.5 ਓՉޗ! 71 27.1

୯)߃*ύ! 10 3.8 ᆛઠ! 63 24

ଯύ)ᙍ*! 49 18.7 ځд! 19 7.3

εᏢ)஑*! 153 58.4 མ!

४!

ԛ!

ኧ!

΋ԛ! 113 43.1

ࣴز܌а΢! 46 17.6 ٿԛ! 93 35.5 Οԛ! 39 14.9 Ѥԛа΢! 17 6.5

!

ಃΟ࿯!ໆ߄ᆒᙁᆶዴᇡ

!!!!Ԝ໘ࢤჴሞԖਏӣԏୢڔኧӅ 262 ҽǴ٠٩Ԝኬҁ຾Չໆ߄ᆒᙁᆶዴᇡբ

཰Ƕҁࣴزа໨Ҟᕴکϩ݋ǵཱུᆄಔ T ᔠۓǵ௖઩ԄӢનϩ݋ݤ຾ՉၯᏨࠔ፦

ໆ߄ϐᆒᙁπբǶ!

!

΋ǵ໨Ҟᕴکϩ݋ᆶཱུᆄಔ T ᔠۓ่݀!

!!!!ଞჹ 262 ҽӣԏԖਏୢڔ୺Չ໨Ҟᕴکϩ݋ᆶཱུᆄಔ T ᔠۓǶ࿶ၸϩ݋่

݀ว౜Ǵ٠คҺՖୢ໨ሡाմନǴӵ߄ 6!Ƕ!

! ߄ 6!!

ၯᏨࠔ፦ໆ߄໨Ҟᕴکϩ݋ᆶཱུᆄಔTᔠۓϐ่݀!

! ໨Ҟᕴکϩ݋! ϣ೽΋ठ܄ਏ኱܄!

ᚒဦ! ໨Ҟᕴӝ࣬ᜢ߯ኧ! մନҁ໨Ҟࡕϐߞࡋ! ཱུᆄಔᔠۓ)q*!

1. 0.680 0.970 0.000

2. 0.550 0.971 0.000

3. 0.696 0.970 0.000

4. 0.639 0.970 0.000

5. 0.788 0.969 0.000

6. 0.722 0.970 0.000

7. 0.748 0.969 0.000

8. 0.788 0.969 0.000

9. 0.648 0.970 0.000

10. 0.611 0.970 0.000

11. 0.687 0.970 0.000

12. 0.715 0.970 0.000

13. 0.752 0.969 0.000

14. 0.784 0.969 0.000

15. 0.814 0.969 0.000

16. 0.817 0.969 0.000

߄ 6 (ុ)!

18.! 0.773! 0.969! 0.000!

19.! 0.813! 0.969! 0.000!

20.! 0.741! 0.969! 0.000!

21.! 0.660! 0.970! 0.000!

22.! 0.756! 0.969! 0.000!

23.! 0.731! 0.970! 0.000!

24.! 0.821! 0.969! 0.000!

25.! 0.850! 0.969! 0.000!

26.! 0.826! 0.969! 0.000!

!

Βǵ௖઩ԄӢનϩ݋่݀!

!!!!ଞჹ໨Ҟᕴکϩ݋ᆶཱུᆄಔ U ᔠۓໆ߄ᆒᙁࡕϐ 26 ᚒୢڔၗ਑Ǵҁࣴز୺

Չ௖઩ԄӢનϩ݋ٰᆒᙁໆ߄ᆶዴᇡࡌᄬਏࡋǶၯᏨࠔ፦ᄬय़Ӣનᒧڗၸำ௦ ҔЬԋϩϩ݋ݤ(Principle Component Analysis, PCA)Ϸڗځ੝ቻॶεܭ 1ǵӢન

ॄ಻ໆεܭ 0.5 ޑচ߾Ǵӆаനεᡂ౦ݤ(Varimax)բޔҬᙯືٰ଺ӢનϐှញǴ

๧ڗрӅӕӢનǶ!

!!!!ၯᏨࠔ፦ໆ߄Ӆ๧ڗр 3 ঁԋϩǴЪໆ߄ޑܜኬ፾྽܄ኧໆ(KMO)ॶࣁ 0.967ǶਥᏵ Kaiser (1974)ᢀᗺǴ຾ՉӢનϩ݋ϐද೯ޑྗ߾ԿϿӧ 0.6 а΢Ƕ Զ Bartlett!ౚ׎ᔠۓޑ͞³ॶ฻ܭ 5657.874(p = .000 < 0.5*Ǵၲᡉ๱НྗǴ߄Ң҆

ဂᡏޑ࣬ᜢંତӸԖӅӕӢનǴ፾ӝ຾ՉӢનϩ݋ǶԜѦǴಕᑈှញᡂ౦ໆࣁ 67.189%Ǵࡺୢڔࡌᄬਏࡋࣁؼӳ(Kaiser, 1974)Ƕ࿶ၸϩ݋่݀ว౜Ǵ٠คҺՖ

ୢ໨ሡाմନǶӢનϩ݋่݀ӵ߄ 7 ܌ҢǶ!

!

!

!

!

!

߄ 7!!

ၯᏨࠔ፦ໆ߄Ӣનϩ݋!

ᚒဦ! ԋҽ 1! ԋҽ 2! ԋҽ 3! ಕᑈှញᡂ౦ໆ&!

18 0.789

37.701 7 0.774

5 0.726 6 0.722 19 0.675 26 0.674 17 0.674 8 0.665 4 0.660 15 0.654 14 0.644 16 0.636 3 0.626 25 0.619 24 0.593

9 0.751

51.939

21 0.720

1 0.717

20 0.670

22 0.610

23 0.539

2 0.523

10 0.782

67.189

11 0.720

13 0.584

12 0.579

Οǵໆ߄ዴᇡϩ݋!

!!!!ճҔᡍ᛾ԄӢનϩ݋ݤǵߞࡋϩ݋ٰ୺Չໆ߄ϐዴᇡϩ݋Ǵ၁ಒϩ݋ӵΠǶ!

(΋)ਏࡋϩ݋!

!!!!ҁࣴزਥᏵ࣬ᜢࣴزЎ᝘ᆶ୷ᘵ౛ፕٰ೛ीໆ߄ୢ໨߃ዺǴӕਔ࿶ၸขᗺ იᡏ஑ৎᏢޣϐቩࢗཀـᆶႣ၂܌ᕇཀـǴֹԋୢ໨ϣ৒ϐঅ҅Ƕࡺໆ߄ڀഢ

΋ۓำࡋϐϣ৒ਏࡋǶќѦǴҁࣴزၮҔ LISREL ೬ᡏ୺Չ่ᄬБำኳԄϩ݋Ǵ

ֹԋໆ߄ޑᡍ᛾ԄӢનϩ݋٠ዴᇡځԏᔙਏࡋ0୔ձਏࡋǶϩ݋่݀ӵ 8Ƕᗨฅ

೽ϩࡰ኱ॶ҂಄ӝղᘐॶǴՠᗋࢂပܭёௗڙНྗϐጄൎϣǶ!

߄ 8

ၯᏨࠔ፦ᡍ᛾ԄӢનϩ݋่݀! ьБᔠᡍ!

ࡰ኱Ӝᆀ! ჴሞॶ! ղᘐॶ!

χ² test P =0.0 P > 0.05

፾ଛࡋࡰ኱!

GFI 1/92! ?!/:1!

AGFI 1/89! ?!/:1!

ඹж܄ࡰ኱!

CFI 1/:9! ?!/:6!

CN 235/54! ?!311!

ූৡϩ݋!

SRMR 1/155! =!1/19!

!

(Β)ߞࡋϩ݋!

!!!!ҁࣴزၮҔ SPSS ೬ᡏ୺Չ Cronbach’s α ߞࡋϩ݋Ǵаዴᇡໆ߄ڀԖؼӳ ϐϣ৒΋ठ܄Ƕϩ݋่݀ӵ߄ 9Ƕ

߄ 9!!

ၯᏨࠔ፦ໆ߄ߞࡋϩ݋!

ᚒ໨ኧໆ! ኬҁኧ! Cronbach’s Alpha!

26 266 0.971

!

!!ၯᏨࠔ፦ໆ߄ᆒᙁᆶዴᇡ่݀ᡉҢǴໆ߄ୢ໨ࣁ 26 ᚒǴ᏾ᡏߞࡋଯࡋؼӳǴ ϣ৒ਏࡋคቾǴԏᔙਏࡋ0୔ձਏࡋҭၲёௗڙНྗǶ!

!!!!ӢԜǴനಖѠ᡼ᢀӀЃγၯᏨࠔ፦ໆ߄ࣁ 26 ᚒၯᏨࠔ፦ୢ໨ᆶ 2 ᚒ᏾ᡏၯ Ꮸࠔ፦ୢ໨ǴջၲԋࣴزҞޑΒǶ!

ಃѤ࿯!ၯᏨࠔ፦౜ݩϩ݋!

!!!!ୢڔ௶ॊ಍ीϐၗ਑ᡉҢǴѠ᡼ᢀӀЃγϐҞ߻ၯ࠼ၯᏨࠔ፦᏾ᡏགڙำ ࡋѳ֡ॶϟܭ 5.97 ~ 6.29 ϐ໔Ǵ߄ҢځၯᏨࠔ፦᏾ᡏགڙϟܭȨัࣁᅈཀȩᆶ Ȩᅈཀȩ໔ǴࡺᗋԖගϲޑѸाǶࣴز่݀ᡉҢȨਓՉޗᔼၮਔ໔ࢂБߡޑȩǵ ȨЃγϣࢂଳృǵ᏾ዅޑȩǵȨᏤၯؼӳᇟق߄ၲૈΚȩǵȨљᐒᏱԖؼӳޑᎯᎭ

୍ܺȩǵȨૈа៝࠼ճ੻ࣁᓬӃԵໆȩᆶȨૈਔਔЬ୏ᜢᚶၯ࠼ȩǴࣁҞ߻ၯ࠼ག ڙำࡋനଯϐϖ໨ឦ܄Ƕ!

! ߄ 10!!

௶ॊ಍ी߄!

ၯᏨࠔ፦ᚒ໨! ঁኧ! നλॶ! നεॶ! ѳ֡ॶ! ኱ྗৡ!

1.ௗଌ୍ܺ೿ૈϷਔၲԋǶ 262 2 7 5.97 0.85 2.ྗਔၲԋ܍ᒍޑਓၯՉำǶ 262 2 7 6.13 0.80 3.҅ዴइᒵၯ࠼ϐुᖼၗ਑Ƕ 262 4 7 6.01 0.81 4.ु౻ϷбීБԄࢂߡճޑǶ 262 3 7 6.14 0.80 5.ਓՉޗᔼၮਔ໔ࢂБߡޑǶ 262 2 7 6.20 0.85 6.ૈِೲᕇள࣬ᜢ୍ܺा؃Ƕ 262 3 7 6.02 0.89 7.Ꮴၯ኷ཀᔅշၯ࠼Ƕ 262 3 7 6.15 0.83 8.ೀ౛ၯ࠼ୢᚒૈΚǶ 262 4 7 6.16 0.79 9.Ѓγϣࢂଳృǵ᏾ዅޑǶ 262 2 7 6.25 0.77 10.Ѓγϣྕࡋࢂ๤፾ޑǶ 262 4 7 6.10 0.74 11.Ᏹ஑཰ᆶ᏾ዅϐሺ߄Ƕ 262 4 7 6.11 0.75 12.ЃγӼӄࢂคቾޑǶ 262 3 7 6.07 0.80 13.Ѓγϣ೛ഢᆶ୍ܺૈଛӝǶ 262 3 7 6.18 0.86 14.Ꮴၯؼӳᇟق߄ၲૈΚǶ 262 3 7 6.20 0.81 15.ᏤၯᏱԖೢҺགǶ 262 2 7 6.11 0.95 16.Ꮴၯࢂ϶๓ޑǶ 262 2 7 6.15 0.86 17.Ꮴၯؼӳ஑཰ᏤំှᇥૈΚǶ 262 2 7 6.02 1.07 18.ᏤၯᏱԖიᡏ໔ፓکૈΚǶ 262 2 7 6.06 0.97 19.ၯำύǴૈགډӼӄᆶӼЈǶ 262 3 7 6.03 0.96 20.љᐒᏱԖؼӳޑᄊࡋǶ 262 2 7 6.16 0.84

߄ 10 (ុ)!

22.ௗଌ୍ܺՉำ಄ӝךሡ؃Ƕ! 262! 3! 7! 6.11! 0.83!

23.ਓၯՉำૈ಄ӝךޑሡ؃Ƕ! 262! 2! 7! 6.06! 0.95!

24.ૈΑှၯ࠼ঁΓϯϐሡ؃Ƕ! 262! 2! 7! 6.11! 0.82!

25.ૈа៝࠼ճ੻ࣁᓬӃԵໆǶ! 262! 2! 7! 6.29! 0.82!

26.ૈਔਔЬ୏ᜢᚶၯ࠼Ƕ! 262! 3! 7! 6.23! 0.81!

!

ಃϖ࿯!ᜢᗖၯᏨࠔ፦ឦ܄ϐዴᇡ!

!!ҁࣴز٩ಃΟകಃѤ࿯ϐᜢᗖၯᏨࠔ፦ឦ܄ϐբݤ຾ՉѠ᡼ᢀӀЃγϐᜢ ᗖၯᏨࠔ፦ឦ܄ዴᇡπբǶ२ӃஒӚၯᏨࠔ፦ឦ܄གڙॶ଺ԾฅჹኧᙯඤǴӆ ճҔୃ࣬ᜢϩ݋ݤٰᕇளӚၯᏨࠔ፦ឦ܄གڙॶᆶ᏾ᡏၯᏨࠔ፦གڙॶϐୃ࣬

ᜢ߯ኧ๊ჹ㨭ǴӆஒԜୃ࣬ᜢ߯ኧ๊ჹ㨭ຎࣁ IPA ϩ݋ύޑख़ाࡋǶԶӚၯᏨ ࠔ፦ឦ܄གڙॶϐѳ֡ॶຎࣁ IPA ϩ݋ύޑᕮਏ߄౜(߄ 11)ǶќѦǴӚၯᏨࠔ

፦ឦ܄ୃ࣬ᜢ߯ኧ๊ჹॶϐᕴѳ֡ᆶགڙॶϐᕴѳ֡բࣁ IPA ϩ݋ંତკ X ື ᆶ Y ືϐύЈጕǶനࡕ IPA ϩ݋ંତკӵკ 3 ܌ҢǶ

! ߄ 11!!

ӚၯᏨࠔ፦ឦ܄ϐѳ֡ॶᆶୃ࣬ᜢ߯ኧ! ၯᏨࠔ፦ᚒ໨!

ѳ֡ኧ! ୃ࣬ᜢ߯ኧ!

๊ჹॶ!

1.ჹၯ࠼܌܍ᒍޑௗଌ୍ܺ೿ૈϷਔၲԋǶ 5.97 0.007

2.ૈྗਔၲԋ܌܍ᒍޑਓၯՉำǶ 6.13 0.148

3.ૈ҅ዴइᒵၯ࠼ϐुᖼਓၯ࣬ᜢၗ਑

(ୖуიӜǵ຤ҔߎᚐǵঁΓၗૻǵ੝ਸሡ؃฻)Ƕ

6.01 0.019

4.ु౻ϷбීБԄࢂߡճޑǶ 6.14 0.061

5.ਓՉޗᔼၮਔ໔ࢂБߡޑǶ 6.2 0.08

6.ၯ࠼ૈِೲᕇளਓၯ࣬ᜢ୍ܺा؃Ƕ 6.02 0.024

7.Ꮴၯ኷ཀᔅշၯ࠼Ƕ 6.15 0.076

8.࣬ᜢ୍ܺΓ঩ڀԖೀ౛ၯ࠼ୢᚒϐૈΚǶ 6.16 0.05

9.Ѓγϣࢂଳృǵ᏾ዅޑǶ 6.25 0.004

߄ 11 (ុ)

10.Ѓγϣྕࡋࢂ๤፾ޑǶ! 6.1! 0.057!

11.Ᏹ஑཰ᆶ᏾ዅϐሺ߄Ƕ! 6.11! 0.079!

12.ЃγӼӄࢂคቾޑǶ! 6.07! 0.045!

13.Ѓγϣ೛ഢᆶ୍ܺૈଛӝǶ! 6.18! 0.055!

14.Ꮴၯؼӳᇟق߄ၲૈΚǶ! 6.23! 0.028!

15.ᏤၯᏱԖೢҺགǶ! 6.11! 0.033!

16.Ꮴၯࢂ϶๓ޑǶ! 6.15! 0.08!

17.Ꮴၯؼӳ஑཰ᏤំှᇥૈΚǶ! 6.02! 0.109!

18.ᏤၯᏱԖიᡏ໔ፓکૈΚǶ! 6.06! 0.022!

19.ၯำύǴૈགډӼӄᆶӼЈǶ! 6.03! 0.076!

20.љᐒᏱԖؼӳޑᄊࡋǶ! 6.2! 0.046!

21.љᐒᏱԖؼӳޑᎯᎭ୍ܺǶ! 6.16! 0.123!

22.ௗଌ୍ܺՉำ಄ӝךሡ؃Ƕ! 6.24! 0.041!

23.ਓၯՉำૈ಄ӝךޑሡ؃Ƕ! 6.11! 0.027!

24.ૈΑှၯ࠼ঁΓϯϐሡ؃Ƕ! 6.06! 0.099!

25.ૈа៝࠼ճ੻ࣁᓬӃԵໆǶ! 6.11! 0.33!

26.ૈਔਔЬ୏ᜢᚶၯ࠼Ƕ! 6.29! 0.15!

ᕴѳ֡ॶ! 6.125! 0.07188!

ຏ;഍ቹ೽ҽж߄གڙኧॶѳ֡ॶեܭ܈ୃ࣬ᜢ߯ኧ๊ჹॶଯܭѳ֡ॶ!

!

!!!!җკ 3 ᡉҢǴȨ11.Ᏹ஑཰ᆶ᏾ዅϐሺ߄ǶȩǵȨ17.Ꮴၯؼӳ஑཰Ꮴំှᇥૈ

ΚǶȩǵȨ19.ၯำύǴૈགډӼӄᆶӼЈǶȩǵȨ24.ૈΑှၯ࠼ঁΓϯϐሡ؃Ƕȩǵ Ȩ25.ૈа៝࠼ճ੻ࣁᓬӃԵໆǶȩǴပܭଯख़ाࡋᆶեགڙࡋޑಃѤБ਱ϣǴࡺ

Ԝ 5 ໨ࣁѠ᡼ᢀӀЃγϐᜢᗖၯᏨࠔ፦ឦ܄Ǵ໪ҥջமϯׯ๓Ƕ!

!!ԜѦǴȨ2.ૈྗਔၲԋ܌܍ᒍޑਓၯՉำǶȩǵȨ5.ਓՉޗᔼၮਔ໔ࢂБߡ ޑǶȩǵȨ7.Ꮴၯ኷ཀᔅշၯ࠼ǶȩǵȨ16.Ꮴၯࢂ϶๓ޑǶȩǵȨ21.љᐒᏱԖؼӳޑ ᎯᎭ୍ܺǶȩǵȨ26.ૈਔਔЬ୏ᜢᚶၯ࠼ǶȩǴပܭଯख़ाࡋᆶଯགڙࡋޑಃ΋Б

਱ϣǴࣁᓬ༈ߥ࡭୔)Keep Up the Good Work*Ǵж߄๱ᆢ࡭ᝡݾᓬ༈ޑᐒ཮܌

ӧǴᔈϒаߥ࡭ǹȨ4.ु౻ϷбීБԄࢂߡճޑǶȩǵȨ8.࣬ᜢ୍ܺΓ঩ڀԖೀ౛

ၯ࠼ୢᚒϐૈΚǶȩǵȨ9.Ѓγϣࢂଳృǵ᏾ዅޑǶȩǵȨ13.Ѓγϣ೛ഢᆶ୍ܺૈ

ଛӝǶȩǵȨ14.Ꮴၯؼӳᇟق߄ၲૈΚǶȩǴပܭեख़ाࡋᆶଯགڙࡋޑಃΒБ਱

ϣǴࣁёૈၸࡋख़ຎ୔)Possible Overkill*Ǵж߄ёૈ׫Εၸӭၗྍܭ၀٤ၯᏨ ឦ܄΢Ǵനӳૈख़ཥԵቾၗྍϐϩଛǹȨ1.ჹၯ࠼܌܍ᒍޑௗଌ୍ܺ೿ૈϷਔၲ

ԋǶȩǵȨ3.ૈ҅ዴइᒵၯ࠼ϐुᖼਓၯ࣬ᜢၗ਑ǶȩǵȨ6.ၯ࠼ૈِೲᕇளਓၯ࣬

ᜢ୍ܺा؃ǶȩǵȨ10.Ѓγϣྕࡋࢂ๤፾ޑǶȩǵȨ12.ЃγӼӄࢂคቾޑǶȩǵȨ15.

ᏤၯᏱԖೢҺགǶȩǵȨ18.ᏤၯᏱԖიᡏ໔ፓکૈΚǶȩǵȨ23.ਓၯՉำૈ಄ӝך ޑሡ؃ǶȩǴပܭեख़ाࡋᆶեགڙࡋޑಃΟБ਱ϣǴࣁեᓬӃׯ๓୔)Low Priority*Ǵж߄๱คሡӆ׫ΕၸӭոΚᆶၗྍǶ!

!

! კ 3!Ѡ᡼ᢀӀЃγϐख़ाࡋᕮਏϩ݋ંତკ!

ಃϖക!่ፕᆶϩ݋!

!!ҁࣴزа΋ԃϣམ४Ѡ᡼ᢀӀЃγ຾Չਓၯϐၯ࠼ࣁࣴزჹຝǴ٠аܿч فੇ۞ᆶΐҽࣁࣴزጄൎǴၮҔୢڔፓࢗݤ຾ՉѠ᡼ᢀӀЃγਓၯၯᏨࠔ፦ϐ ፓࢗࣴزǴӕਔΨၮҔঅ҅ IPA ዴᇡрᜢᗖၯᏨࠔ፦ឦ܄ǶਥᏵࣴز่݀ᡉҢǴ Ѡ᡼ᢀӀЃγਓၯϐၯᏨࠔ፦᏾ᡏགڙำࡋҞ߻ϟܭȨัࣁᅈཀȩᆶȨᅈཀȩ ໔ǴࡺᗋԖ๱ගܹޑѸाǶԶനԖਏ੻ϐၯᏨࠔ፦ගܹБӛǴ൩ࢂ౜Ϟ೏ၯ࠼

ຎࣁଯࡋख़ाՠᕮਏ߄౜ό٫ϐࠔ፦ឦ܄ǴΨ൩ࢂҁࣴز܌ዴᇡϐϖ໨ᜢᗖၯ Ꮸࠔ፦ឦ܄Ǻ΋ǵ࣬ᜢ୍ܺΓ঩Ᏹ஑཰ᆶ᏾ዅϐሺ߄ǹΒǵᏤၯᏱԖؼӳޑ஑

཰ᏤំှᇥૈΚǹΟǵܭਓၯՉำύǴૈགډӼӄᆶӼЈǹѤǵૈΑှၯ࠼ঁ

Γϯϐሡ؃ǹϖǵૈа៝࠼ճ੻ࣁᓬӃԵໆǴࢂሡा཰ޣҥջׯ๓மϯޑǶ

!!!!ଞჹ΢ॊϖ໨ᜢᗖၯᏨࠔ፦ឦ܄Ǵҁࣴزϩձගрځჹᔈׯ๓௛ࡼࡌ᝼Ǵ аගٮ࿶ᔼޣӧ࿶ᔼ΢ୖԵǶӧȨ࣬ᜢ୍ܺΓ঩Ᏹ஑཰ᆶ᏾ዅϐሺ߄ȩБय़Ǵ ё೛ीڋܺٮ࣬ᜢ୍ܺΓ঩ऀ๱٠೛ҥܺးሺ৒኱ྗǹӧȨᏤၯᏱԖ஑཰Ꮴំ

ှᇥૈΚȩǴᔈᙖҗӧᙍ૽ግБԄуமᏤၯϐᏤំှᇥૈΚǹӧȨܭਓၯՉำύǴ

ૈགډӼӄᆶӼЈȩБय़ǴёቚуՉ߻ၡጕᇥܴǵᎯᎭޣ࿶ᡍϟಏǵЃγًݩ ൔ֋ǵӼӄ௛ࡼϟಏǴᡣၯ࠼གډӼӄᆶӼЈǹӧȨૈΑှၯ࠼ঁΓϯϐሡ؃ȩ Бय़Ǵёவၯ࠼ᒧ᏷ՉำਔǵਓၯՉำ໒ۈډਓၯՉำ่״ਔǴ୍ܺΓ঩(ਓՉ ޗΓ঩ǵᏤၯǵљᐒ)ᔈᒿਔவुᖼ࣬ᜢၗ਑܈ࢂಠϺၸำύΑှਓ࠼ၗૻ܈ঁ

Γሡ؃ᆶᅪୢǴٰၲډঁΓϯ୍ܺϐගٮǹӧȨૈа៝࠼ճ੻ࣁᓬӃԵໆȩБ य़Ǵаόᖝᒲࣁচ߾Ǵᅰёૈᅈىε೽ϩၯ࠼ሡ؃٠ઠӧε೽ϩၯ࠼ҥ൑ගٮ

୍ܺǶ

!!!!നࡕᜢܭҁࣴزϐଅ᝘ёϩࣁٿ೽ҽуаഋॊǴ२ӃӧᏢೌଅ᝘Бय़Ǵҁ

ࣴز२ӃଞჹѠ᡼ᢀӀЃγਓၯ຾ՉၯᏨࠔ፦ࣴزǴගр౜ϞѠ᡼ᢀӀЃγਓ ၯϐၯᏨࠔ፦౜ݩǶӕਔҭࡌ࿼Ѡ᡼ᢀӀЃγਓၯၯᏨࠔ፦ໆ߄Ǵٮ࿶ᔼޣ܈

ᏢޣୖԵ٬ҔǶԶӧჴ୍ଅ᝘Бय़Ǵҁࣴزዴᇡрϖ໨໪ҥջமϯׯ๓ϐѠ᡼

ᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ឦ܄ǴаගٮѠ᡼ᢀӀЃγਓၯ࿶ᔼޣӧமϯၯᏨ ࠔ፦ਔϐୖԵǴ຾ԶගϲѠ᡼ਓၯࠔ፦Ƕ

ୖԵЎ᝘!

ύЎЎ᝘!

1. Цഓऍ(2005 ԃ 6 Д 20 В)ǶѠ᡼ᢀӀЃγ२ࡋ໒΢ዋ෫ǶᖄӝВൔǴE8 ހǶ

2. Ѡ᡼ᢀӀЃγ(2010)Ѡ᡼ᢀ ӀЃγ੮ق ހǶ 2010 ԃ 5 Д 30 В ڗԾ http://www.taiwantourbus.com.tw/lang_zh-tw/guestbook.php?&page=3

3. Ѡ ᡼ ᢀ Ӏ Ѓ γ (2010) Ѡ ᡼ ᢀӀ Ѓ γ ੮ ق ހ Ƕ 2010 ԃ 8 Д 2 В ڗ Ծ http://www.taiwantourbus.com.tw/lang_zh-tw/guestbook.php

4. Ҭ೯೽(2009)ᢀӀ ܘӾሦૐ БਢՉ୏ी ฝ Ƕ2010 ԃ 2 Д 21 В ڗԾ http://admin.taiwan.net.tw/auser/b/%E8%A7%80%E5%85%89%E6%8B%94%

E5%B0%96%E9%A0%98%E8%88%AA%E6%96%B9%E6%A1%88%E8%A 1%8C%E5%8B%95%E8%A8%88%E7%95%AB.pdfǶ

5. Ҭ೯೽ᢀӀֽ(2009)Ѡ᡼ᢀӀЃγπբीฝǶ2010 ԃ 2 Д 21 ВڗԾ http://www.taiwantourbus.com.tw/tour/images/file/e4c9165b3a8ffa030625b69d bd34e27e.doc

6. Ҭ೯೽ᢀӀֽ(2005 ԃ 07 Дဦ)ǶᢀӀၗૻДൔǴಃ 3 ހǶ 7. Ҭ೯೽ᢀӀֽ(2008 ԃ 12 Дဦ) ǶᢀӀၗૻДൔǴಃ 2 ހǶ 8. Ҭ೯೽ᢀӀֽ(2009 ԃ 07 Дဦ) ǶᢀӀၗૻДൔǴಃ 1 ހǶ 9. Ҭ೯೽ᢀӀֽ(2009 ԃ 08 Дဦ) ǶᢀӀၗૻДൔǴಃ 2 ހǶ 10. Ҭ೯೽ᢀӀֽ(2009 ԃ 10 Дဦ) ǶᢀӀၗૻДൔǴಃ 2 ހǶ 11. Ҭ೯೽ᢀӀֽ(2009 ԃ 11 Дဦ) ǶᢀӀၗૻДൔǴಃ 4 ހǶ 12. Ҭ೯೽ᢀӀֽ(2010 ԃ 01 Дဦ) ǶᢀӀၗૻДൔǴಃ 2 ހǶ 13. Ҭ೯೽ᢀӀֽ(2010 ԃ 01 Дဦ) ǶᢀӀၗૻДൔǴಃ 4 ހǶ