臺灣博碩士論文加值系統

根據行政院主計處公佈，2008年至年底的產業結構顯示，服務業佔最大比例77.1%；國際觀光旅館屬於服務性事業，對觀光事業也影響甚大。從台灣觀光局在台灣觀光旅館營運統計2008年1至12月的資料顯示，台北地區的國際和一般觀光旅館在客房住用率所佔比例為72.20%,房租收入為900億多，散客類別和團體類別分別為40.6%和45.9%，都比其他地區來得高，可以由此看出台北地區的旅館業競爭激烈，消費者的選擇變多，消費前所要考量的也不再只有單一因素。因此本研究是以台北地區的國際和一般觀光旅館為研究的產業，目的想要從中探討消費者在實際的消費之前，飯店所傳遞給消費者的價格、品牌知名度和服務保證等外部線索，是否會影響到其對飯店所知覺的品質、風險，進而對消費意願有所影響。本研究在外部線索此一變項中所要操作的變數有價格高低、品牌知名度高低和服務保證有無各二種水準。問卷採用實驗法中的2×2×2 之多因子設計，共8組實驗組別。問卷發放為了提高其外部效度而能將結果應用在實際的環境中，以實地實驗法進行，採便利抽樣，每個實驗組別隨機發放70份問卷，共發放560份問卷給台北地區有過旅館住宿經驗的人，有效回收樣本300份。研究結果顯示：(1)外部線索對知覺品質的影響，經由多因子變異數分析，得到價格、品牌知名度和服務保證對知覺品質有正向的影響部份成立。(2)外部線索對知覺風險的影響，經由多因子變異數分析，得到價格、品牌知名度和服務保證對知覺風險有負向的影響部份成立。(3)二因子的交互作用之下，其中只有品牌知名度和服務保證對知覺品質有影響。(4)二因子的交互作用下，其中只有價格和品牌知名度以及品牌知名度和服務保證此兩組對知覺風險有影響。(5)三因子的交互作用對知覺品質和知覺風險皆沒有影響。(6)經由迴歸分析，知覺品質對知覺風險有負向的影響此一部份成立；知覺品質對消費意願有正向的影響；知覺風險則是對消費意願有負向的影響。

According to the Directorate-General of Budget, Accounting and Statistics, Executive Yuan, R.O.C.(Taiwan), results of the industrial structure from the beginning of 2008 to the end, the service industry occupied 77.1% more that others. International tourist hotels belong to the service industry that affects the tourist industry more. From the Tourism Bureau of the Ministry Transportation and Communication of the Republic of China (Taiwan), the statistics of Monthly Report on Tourist Hotel Operations in Taiwan between Jan., 2008 and Dec., 2008 indicates the number of Rooms Occupied in Taipei was 72.20%, the Room Revenue was about 17 hundred million dollars, the FIT and the Group was individually 40.6% and 45.9%, depending on this information, the Taipei region was higher than others. Therefore, the hotel industry in Taipei is competitive. For this reason, customers have many choices and don’t think about one element any more when they make a decision for consumption. This study is focus on the international and standard tourist hotels of Taipei. The purpose of the thesis is to study the behavior of customers before consumption and determines they were affected by the extrinsic cues such as price, brand awareness and service guarantee from the hotels on their perceived quality, perceived risk and purchase intention. This experiment employed a 2(high and low price) ×2(high and low brand awareness) ×2(providing guarantee or not providing) between-subjects full-factorial design with a total of eight experiment groups. In order to enhance its external validity, the result was applied to the real environment, so the final survey was conducted by field experimentation. The convenient sampling was used to distribute to the questionnaires, and each experimental group was given 70 questionnaires randomly. The research used a total 560 questionnaires. The valid samples collected were 300 pieces. The result of this study indicated: (1)Extrinsic cues such as price, brand awareness and service guarantee were part of them positively affected on perceived quality via MANOVA. (2) Extrinsic cues such as price, brand awareness and service guarantee were part of them negatively affected on perceived risk via MANOVA. (3)The result of two way ANOVA showed that only brand awareness and service guarantee’s interaction were affected on perceived quality while others were not. (4)The results of two way ANOVA showed that only price, brand awareness, and brand awareness, service guarantee of two groups were affected on perceived risk while others were not. (5)A three-way ANOVA interacted that was not affected on perceived quality and perceived risk. (6)According to the regression analysis, Perceived quality negatively affected on perceived risk, besides, perceived quality was positively affected on purchase intention, than, perceived risk negatively affected on purchase intention.

謝誌 …………………………………………………………………….
摘要 …………………………………………………………………….
Abstract ..............................................
目錄、 ……………………………………………………………………. i
表目錄、 ……………………………………………………………………. iii
圖目錄、 ……………………………………………………………………. v
第一章、 緒論……………………………………………………………… 1
第一節、 研究背景………………………………………………………… 1
第二節、 研究動機與目的………………………………………………… 5
第三節、 研究流程………………………………………………………… 10
第四節、 名詞釋義………………………………………………………… 11
第二章、 文獻探討………………………………………………………… 13
第一節、 產品評估………………………………………………………… 13
第二節、 外部線索………………………………………………………… 16
第三節、 知覺品質………………………………………………………… 28
第四節、 知覺風險………………………………………………………… 31
第五節、 消費意願………………………………………………………… 39
第六節、 文獻探討及假設推導…………………………………………… 41
第三章、 研究方法………………………………………………………… 53
第一節、 研究架構與假設………………………………………………… 53
第二節、 操作性定義與衡量方式………………………………………… 55
第三節、 研究設計………………………………………………………… 60
第四節、 問卷設計………………………………………………………… 66
第五節、 資料分析方法…………………………………………………… 70
第四章、 研究分析與結果………………………………………………… 71
第一節、 前測……………………………………………………………… 71
第二節、 正式問卷回收統計……………………………………………… 74
第三節、 結果分析與討論………………………………………………… 76
第五章、 研究結論與建議………………………………………………… 85
第一節、 研究結論………………………………………………………… 85
第二節、 研究貢獻與限制………………………………………………… 95
第三節、 研究建議………………………………………………………… 99
參考文獻 …………………………………………………………………… 101
中文文獻 …………………………………………………………………… 101
英文文獻 …………………………………………………………………… 106
附錄一 研究問卷(一)…………………………………………………… 117
附錄二 研究問卷(二)…………………………………………………… 121

中文部份
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