隨著資訊時代來臨，多元的消費模式因應而生，電視購物即是其一，便利性使得其頻率與日俱增。旅遊產品多元化使消費者更願意嘗試以此方式購買。本研究係探討消費者對電視購物旅遊產品之購買動機、購買風險、行程品質及行程品質滿意度對再購意願之間的影響，以曾透過電視頻道購買旅遊產品的消費者為研究對象，並採信效度分析、敘述統計分析及結構方程模式（Structural Equation Modeling, SEM）等方法。本研究採紙本問卷調查法並委託認識數家旅行社有帶過此類產品的領隊協助發放，有效問卷回收472份。實證結果發現：(1)模型具中高程度之配適度，其中證實購買動機對於行程品質滿意度有部分顯著影響。(2)購買風險對於行程品質滿意度有部分顯著影響。(3)行程品質對行程品質滿意度無顯著影響。(4)行程品質滿意度對再購意願無顯著影響。本研究結果可提供給相關業者經營策略之參考及後續相關研究之依據。 With technology development, various consuming behaviors appear, and TV shopping is one of them. People use it more and more often because of the convenience. Diversified products make consumers willingly go on TV shopping.The purpose of this study was to investigate the influence among the purchase motivation, purchase risks, satisfaction, and repurchase intention of TV shopping travel package. The subjects of this research are the consumers who ever purchased travel package on TV shopping. The researcher analyzed the variables by means of reliability analysis, statistical analysis and Structural Equation Modeling. All questionnaires were distributed by some experienced group leaders, and 472 of them were returned and determined to be valid. There are some results revealed in this study.(1)The model presented high-intermediate goodness-of-fit and proved the purchase motivation has partially influenced satisfaction. (2)Purchase risk has partially influenced on satisfaction.(3)Quality significantly not influences satisfaction.(4)Satisfaction not influences repurchase intention. Finally, this research results may benefit the managers and oncoming researchers to make some strategies.
