銷售人員對旅客的溝通方式會影響消費者的購買意願嗎?本研究檢驗了顧客在不同銷售人員的溝通服務情境下的購買意願以及溝通服務如何影響購物價值、關係利益及購買意願之間的關係。問卷設計購物情節，讓受訪者假想自己在某個地區購物。共有626位受訪者填寫問卷。樣本搜集後以CFA和結構方程式進行分析，以確認測量題目間的關係和整體效度。結果指出 (a) 在三種不同溝通情境下的購買意願並沒有顯著差別。 (b) 擁有不同購物價值及追求不同關係利益的顧客會對溝通服務展現不同的喜好(溝通服務可調節購物價值、關係利益及購買意願的關係)。根據研究結果，零售商可利用不同的溝通服務結果改善與不同文化背景顧客的溝通問題並可創造更多銷售人員與顧客接觸的機會，進而提升顧客的購買意願。

Can the way the salesperson communicates with tourists when serving them influence consumers’ purchase intention? This paper examines tourists’ purchase intention with regard to salespeople’s different communication services and the effect of the communication service on the association among shopping value, relationship benefit and purchase intention. A question sheet was designed and survey details were gathered from 626 participants who imaged shopping in Japan. Survey data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM) in order to examine relationships among the variables of interest. It was found that (a) there was no significant difference on purchase intention across the three different communication services; (b) respondents who had different shopping values and sought different relationship benefits showed a preference for different communication services (i.e., communication service served as a moderator of the association among shopping value, relationship benefit and purchase intention). Based on the findings, it is suggested that retailers can utilize different communication services to address intercultural communication problems and create more social contacts to influence tourists’ purchase intention.

Thesis/Dissertation Validation Letter…………………………………………….. .i
Abstract (Chinese)…………………………………………………………………ii
Abstract (English)…………………………………………………………………iii
Chapter 1 Introduction…………………………………………………………………1
Chapter 2 Literature Review and Hypothesis…………………………………………………………………6
2.1 The effect of using customers’ native language…………………………………………………………………6
2.2 The role of the salesperson in the retail division and a comparison of the three communication services…………………………………………………………………7
2.3 Shopping value and purchase intention…………………………………………………………………8
2.4 Hedonic shopping value………………………………………………………………… 9
2.5 Utilitarian shopping value………………………………………………………………… 10
2.6 Relationship benefits and purchase intention…………………………………………………………………11
2.7 Functional Benefit …………………………………………………………………11
2.8 Social benefit …………………………………………………………………12
Chapter 3 Research Methodology…………………………………………………………………14
3.1 Procedure…………………………………………………………………14
3.2 Data analysis …………………………………………………………………16
3.2.1 Sample characteristics…………………………………………………………………17
3.2.2 Measurements…………………………………………………………………20
Chapter 4 Results…………………………………………………………………22
4.1 Descriptive statistics…………………………………………………………………22
4.2 T-test…………………………………………………………………24
4.3 Correlation report …………………………………………………………………25
4.4 Analysis of Variance (ANOVA) …………………………………………………………………27
4.5 Structural equation modeling (SEM) …………………………………………………………………28
4.6 Model 1: Standardized theoretical path coefficients in the first scenario …………………………………………………………………29
4.7 Model 2: Standardized theoretical path coefficients in the second scenario …………………………………………………………………31
4.8 Model 3: Standardized theoretical path coefficients in the third scenario …………………………………………………………………33
4.9 Moderating roles of different communication services…………………………………………………………………36

Chapter 5 Discussion …………………………………………………………………39
5.1 General discussion…………………………………………………………………39
5.1.1 The effect of communication service on the association of shopping value and purchase intention…………………………………………………………………41
5.1.2 The effect of communication service on the association between relationship benefit and purchase intention…………………………………………………………………43
5.2 Implications…………………………………………………………………45
5.3 Limitations of the study and suggestions for future research…………………………………………………………………50
References…………………………………………………………………52
Appendix 1………………………………………………………………………..57
Appendix 2……………………………………………………………………......60

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