近年不論國內或國外旅遊，自助旅行皆已成為國人主要的旅行方式，故一地的交通是否便利，即成為了國人選擇前往旅遊的重要依據。在這樣的大環境下，交通組合套票（Transit Pass）便成為了推廣旅遊的理想商品，其中，軌道運輸常做為城市發展的骨幹，因此許多國家皆有推出以軌道為主體的交通旅遊組合套票，並獲得了可觀的效益。本研究針對「以軌道為主體之交通旅遊組合套票」，以網路問卷的形式發放於各大背包客論壇與網站，收集旅客對於此類產品的態度與偏好，並建立消費者購買意願影響關係的線性結構化方程式模型。模式中考量了旅客對於此類產品的知覺利益、知覺風險、知覺價值以及購買意願等四個主要構面，並進行中介效果檢驗，以探討在「以軌道為主體之交通旅遊組合套票」的產品特性下，這四個構面之間的影響關係。
實證分析的結果多數支持了本研究所提出的研究假設。此類產品帶給消費者的「知覺利益」會對「知覺價值」有顯著地正向影響，而此類產品帶給消費者的「知覺風險」則會對「知覺價值」有顯著地負向影響，「知覺價值」則會正向影響消費者的「購買意願」。此外，根據中介效果檢驗可以得知，「知覺利益」會透過「知覺價值」正向影響「購買意願」，顯示「知覺價值」在「知覺利益」與「購買意願」之間具備中介效果；「知覺風險」則會透過「知覺價值」負向影響「購買意願」，表示「知覺價值」在「知覺風險」與「購買意願」之間亦存在中介效果。分析完消費者對於此類交通旅遊組合套票的構件偏好以及影響購買意願的各項因素後，本研究將根據分析結果來推論其背後的行銷與管理意涵，以提供經營管理者做為設計產品或營運的參考依據。

Self-guided tour has become the most popular type of tourism in Taiwan. People prefer to organize their tour by themselves no matter domestic or aboard. Railway system is the backbone of city development. Therefore, some of the countries rolled out the rail pass and achieved huge success. This study examined the relationships among tourists’ perceived benefit, perceived risk, perceived value and purchase intention of railway-oriented transit-pass using the structural equation modeling (SEM). An online survey was conducted via popular websites for tourists in Taiwan. According to the empirical results, the theoretical model was found acceptable and the results support for proposed hypotheses.
The results indicated that the perceived benefit has positive effect on the perceived value, while the perceived value has positive effect on the purchase intention. However, the perceived risk negatively influenced the perceived value. In other words, the mediating effects of the perceived value between perceived benefit, perceived risk and transit pass purchase intentions are also examined. Furthermore, the perceived benefit positively influenced the purchase intention via the perceived value, and the perceived risk negatively influenced the purchase intention via the perceived value. This study deduces information for railway companies about what are determinants of transit-pass, and what are impacts of tourists’ perception on their purchase intention. This study also suggested marketing strategies and managerial implications from the empirical results.

目　錄	I
圖目錄	IV
表目錄	V
第一章 緒論	1
1.1 研究背景與動機	1
1.2 研究目的	6
1.3 研究對象與範圍	7
1.4 研究流程	7
第二章 文獻回顧	10
2.1 綑綁組合	10
2.2 購買意願與知覺價值	13
2.3 知覺利益	14
2.4 知覺風險	16
2.5 知覺利益、風險、價值與購買意願之關聯	17
2.6 總結	19
第三章 研究方法	21
3.1 研究架構	21
3.2 研究假設	23
3.2.1知覺利益、知覺風險與知覺價值	23
3.2.2知覺價值與購買意願	24
3.2.3知覺利益、知覺風險與購買意願	25
3.2.4知覺價值的中介	25
3.3 操作型定義與衡量變項	27
3.4 問卷設計	36
3.5 資料分析	38
3.5.1測量模式	38
3.5.2結構模式	40
3.5.3模式配適度指標	40
第四章 實證分析	44
4.1 樣本特性分析	44
4.1.1基本資料統計	44
4.1.2樣本敘述性統計分析	48
4.2 購買意願之影響因素分析	52
4.2.1 影響因素分析	52
4.2.2 收斂效度檢驗	54
4.3 建立結構化模式	56
4.3.1建構初步模式	56
4.3.2建立最終模式	59
4.4 檢驗中介效果	65
4.5 分析結果	67
第五章 結論與建議	70
5.1 結論	70
5.2 管理意涵	73
5.3 建議	74
參考文獻	76
附錄	82
 
圖目錄
圖1-1研究流程圖	9
圖2-1 Dodd’s et al. (1991) 購買意願因素模式	17
圖2-2 李元恕 (2007) 購買意願因素模式	18
圖3-1研究架構圖	22
圖3-2量測模式	39
圖3-3結構模式	40
圖4-1測量模式	55
圖4-2鐵路旅遊套票之購買意願一階段結構模式分析圖	58
圖4-3鐵路旅遊套票之購買意願二階段結構模式分析圖	64

表目錄
表1-1國人國內旅遊重要指標統計表	1
表1-2 國人出國旅遊重要指標統計表	2
表1-3 107年國內、外旅遊方式比較	2
表1-4 國人選擇旅遊地點時的考慮因素（重要度）	3
表2-1定價組合分類	12
表2-2知覺價值分類	14
表2-3各潛在變數之分類與定義	20
表3-1研究假設	26
表3-2知覺利益之觀察問項	29
表3-3知覺風險之觀察問項	31
表3-4知覺價值之觀察問項	33
表3-5購買意願之觀察問項	33
表3-6研究構面之衡量問項	34
表3-7模式配適度指標	41
表3-8模式配適度指標建議值	43
表4-1問卷受測者性別統計	45
表4-2問卷受測者年齡統計	45
表4-3問卷受測者學歷統計	46
表4-4問卷受測者職業統計	46
表4-5問卷受測者每月可支配所得統計	47
表4-6問卷受測者之鐵路旅遊套票使用經驗	47
表4-7知覺利益之基本統計	48
表4-8知覺風險之基本統計	50
表4-9知覺價值之基本統計	50
表4-10問卷受測者之套票內容偏好（複選）	51
表4-11構面信度與效度分析	53
表4-12構面信度與效度分析	54
表4-13一階段結構化模式路徑係數校估結果	57
表4-14本研究SEM之各項適配度指標	60
表4-15二階段結構化模式路徑係數校估結果	63
表4-16中介效果摘要表（知覺利益→知覺價值→購買意願）	65
表4-17中介效果摘要表（知覺風險→知覺價值→購買意願）	66
表4-18假設檢定結果摘要表	67

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