研究應用消費價值理論，探討消費者選擇郵輪旅遊的因素，同時檢視 具備不同郵輪經驗的消費者，其消費價值與選擇行為是否不同。研究 方法係透過問卷調查方式，採用結構方程模式進行分析，以探討何種價值因 素能有效吸引及影響消費者，購買郵輪旅遊商品的選擇行為。本研究結果顯 示，「情感價值」及「新奇價值」對「選擇行為」有顯著正向影響。據此研究結 果建議，郵輪旅遊相關業者可透過「情感價值」及「新奇價值」的提升，擬定 適合郵輪在臺灣市場發展的行銷方式，以供業者推廣郵輪行銷策略的參考。

This study applies the theory of consumption values to investigate the factors influencing consumer choice behavior in cruise tourism. It also examines whether there are significant differences in consumption values and choice behavior between consumers with different cruising experiences. Using data collected from a survey of a group of tourists in Taiwan. A structural equation model (SEM) was employed in this research. Results indicated emotion value and epistemic value positively influence tourist choice behavior. The practical implications of the research findings on marketing strategies through the enhancement of emotion value and epistemic value in cruise tourism are discussed.