| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士班 === 102 === More and more opens along with both economy, the Taiwanese government opens the mainland tourist in 2008 to come the Taiwan sightseeing by the association way . Take 2008 as the example, came the Taiwan sightseeing public figure in the past only then 330,000 people ; However in 2013 statistical data, Taiwan sightseeing population to reach as high as 2,800,000 people . Brings many sightseeing incomes for Taiwan.But in under the sightseeing income growth, also brings many questions actually, like the mainland touring party accumulates debts the corps or delegation expenses to cause the Taiwan travel agency to go out of business, the scenic site traveling quality reduces and so on . But the group guests play besides play, most pays attention should be eats the clothes to live the good part, also therefore, this research wants to discuss the dining room to contract in the mainland touring party, its consciousness value and consciousness quality whether can affect the Taiwan customer's purchase wish.
This research penetration formerly the scholar proposed the theory was the foundation, the penetration paper interrogates the volume and the network questionnaire provide, lets the consumer fill in by own cognition answers, provides 400 questionnaire, does take effective questionnaire 372 as the data base, and confirms the hypothesis by the SPSS software in list return and the social stratum regression analysis.
The penetration real diagnosis result confirms following hypothesis:
Service quality has a partially positive impact on purchase intention.
Product Attribute has a partially positive impact on purchase intention.
Service quality & Product Attribute has a partially positive impact on purchase intention.
Attractive Quality doesn’t have any effect between Service quality & purchase intention.
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