题名

線上旅遊產品知覺品質、知覺價值與行為意願之研究：以品牌利益和知覺風險為前置因素

并列篇名

A Study of Perceived Quality, Perceived Value, and Behavior Intention in Online Travel Product: Brand Benefits and Perceived risk as Antecedents

作者

白如玲(Ru-Ling Pai)；鍾涓涓(Chuan-Chuan Chung)

关键词

品牌利益 ； 知覺風險 ； 品質-價值-行為意願模式 ； brand benefit ； perceived risk ； quality-value-behavior intention model

期刊名称

島嶼觀光研究

卷期/出版年月

6卷4期（2013 / 12 / 01）

页次

46 - 78

内容语文

繁體中文
中文摘要

由於旅遊服務具無形性的特徵，消費者很難評估服務的優劣，此時消費者所知覺的品質與價值成為其選擇旅行社之重要的考慮因素，因此業者如何創造顧客價值乃是關鍵要務。再者，透過網路購物所知覺到的風險往往比傳統實體商店高，因此網路購物的消費者更傾向尋求品牌利益符合其期望與較低知覺風險的商家。本文從品牌利益、知覺風險及知覺品質探討顧客的知覺價值，進而瞭解其購買行為意願。此外，本研究以線上購物的消費者為研究對象，進行問卷調查與實證。研究結果發現，本文的理論架構與研究假設大都獲得支持。最後，根據研究發現本文提出理論意涵與未來研究建議。
英文摘要

Due to travel service has an intangible characteristic and consumers hardly evaluate whether the service is good or bad, both of quality and value which consumers perceived will become a key point of selecting travel agencies. Therefore, how to create consumers' perceived value is firms' primary mission. Besides, perceived risk in online shopping is higher than physical store. Consumers, thus, will lean toward to seek brand benefit for meeting their expectations and lower shopping risk in online store. This study investigates the relationships among brand benefit, perceived risk, perceived quality, perceived value, and behavior intention with consumers who have experience of shopping in online as sample. According to the findings of this study, the theoretical constructs and hypotheses are almost supported. Finally, the results are explored for implications of management and a suggestion for future study.
主题分类 人文學 > 地理及區域研究
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被引用次数
  1. 蔡玲瓏(2020)。服務創新與節慶意象對遊客重遊意願之影響－以臺灣燈會為例。休閒產業管理學刊，13(1)，1-26。
  2. 陳宏斌、陳元陽、胡俊傑、李慧龍(2015)。品牌形象、品牌知名度、品牌識別對消費者知覺風險與購買意願之影響－以澎湖A旅行社為例。島嶼觀光研究，8(1)，87-108。
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