| Summary: | 碩士 === 真理大學 === 管理科學研究所 === 94 === Within the theoretical approach of modern interactionism, this study focuses on the influence of reference groups and unanticipated situational factors on the travellers of Taiwan tourist trains. Regression analysis is used to examine the magnitude and the nature of different dimensional influence from 1,155 effective questionnaires. The results show significant moderating effects on informational and value-expressive reference group influences but not on utilitarian type. Nevertheless, it verifies the prior research that consumer perceptions of utilitarian and value-expressive influences are not easily distinguished empirically. These two components appear to represent the notion of normative influence and can perhaps be combined. Furthermore, the results present significant unanticipated situational main and interactive effects with better weights and higher explanatory powers among all dimensions. Therefore, it demonstrates creative ability in this study by identifying the importance of on-the-spot atmosphere as well as service quality in tourism industry. The revealed implications of the findings and further suggestions are discussed.
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