A Study on the Information Search Behavior and Its Influencing Factors before Buying Taiwan Tour Products by Japanese Tourists

• Main Authors: Hsiang-Kai Yang, 楊翔凱
• Other Authors: Sz-Reng Chen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/65812793994518301384

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 91 === Tourism industries in many countries has generated significant revenues. Many countries keep strengthening tourism resource development and marketing advertisement. Facing international trends developed Taiwan government is proceeding, a plan for the multiplication of the tourists including to expand the potential market of Japanese tourists to Taiwan . For expanding the potential market, there is a need to understand the consumer decision-making process and predict the consumer behavior.Most of domestic related researches focus on the consumer decision-making process , but few research studies on consumer information search behavior of tourists buying Taiwan travel products. Therefore,the major purpose of the study is to investigate the information search behavior and its influencing factors before buying Taiwan tour products by Japanese tourists. Majory findings of the study are as follows：There exist significant differences in Product knowledge and perception between different characteristions of Japanese tourists.There exist significant differences in uncertainty in pre-purchase between different characteristions of Japanese tourists.There exist significant differences in perception of risk between different characteristions of Japanese tourists. Product knowledge and perception is negatively and significantly influencing the perception of risk.Japanese tourists’ characteristics are significantly influencing the volume of external information search. Perception of risk is positively and significantly influencing the volume of external information search. Japanese tourists’ characteristics and perception of risk are significantly influencing the volume of external information search.