| Summary: | 碩士 === 國立嘉義大學 === 觀光休閒管理研究所 === 98 === In the present customers’ purchasing culture, social influence would easily prompt customers to result in the phenomenon of conformity behavior. Therefore, it already not only limited in the general daily shopping but also expands to the tourism product. It is very important for salespersons of tourism industry. Because this study thinks that most of related researches of conformity behavior focus on general commodity, considering the increasing demands of travel product, this study hopes to investigate the relationship between social Influence and customers’ conformity behavior when customers buy travel products. Moreover, the social influence divides into informational influence and normative influence.
There are three purposes of this research: 1. to investigate how the relationship between social Influence and customers’ conformity behavior; 2. to investigate whether the different levels of involvement would moderate the relationship between social Influence and customers’ conformity behavior or not; and 3. to investigate whether the different levels of impulsive trait would moderate the relationship between social Influence and customers’ conformity behavior or not
The results are: 1. both informational influence and normative influence affect positively customers’ conformity behavior；2. informational influence is more influential than normative influence；3. customers with different levels of involvement would moderate the relationship between Social Influence and customers’ conformity behavior；4. customers with different levels of impulsive trait would moderate the relationship between Social Influence and customers’ conformity behavior. Finally, this research supplies some limitations and suggestions for someone who wants to do further research.
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