The Water Recreation Of Consumer Behavior Theory-The case study of Kenting

• Main Authors: Sze-Ru Chen, 陳思如
• Other Authors: 楊翰宗
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/49553555601998583954

碩士 === 樹德科技大學 === 經營管理研究所 === 100 === In this study, the use of consumer behavior theory to explore the decision- making process of the waters visitors, and including tourist motivation, information search, program evaluation, and satisfaction and behavioral intentions. Analysis method using AMOS software to the analysis of linear structural relation (LISREL mode) analysis, the findings show that tourist motivation can be a direct impact on information search behavior, program evaluation, satisfaction and behavioral intention, and the other to influence behavioral intentions through the satisfaction. Satisfaction can to go through the information search behavior affect behavioral intention, but the information search behavior on the program assessment criteria and program evaluation criteria had no significant effect on behavioral intention.