臺灣博碩士論文加值系統

過往研究分別以價格資訊、代言人型態、服務保證和企業可信度對消費者影響之研究甚多，但同時探討價格資訊、代言人型態、服務保證和企業可信度對消費者影響之研究甚少。因此，本研究旨在探討探討企業可信度不同下，價格、代言人和服務保證，對消費者知覺風險和購買意願間關係之變化；以及價格、代言人和服務保證三種外部線索，對消費者知覺風險和購買意願之影響。
本研究採用2 ×2 ×2 ×2之因子實驗設計。在實驗中擬設計二種企業可信度(高、低)、有、無代言人狀況、各以有、無服務保證、二種價格(高、低)，探討其關係。本研究以旅遊業為研究調查產業。
本研究結果發現，企業可信度對於價格資訊、廣告代言人、服務保證和功能風險與購買意願間具有顯著之干擾作用，其中以高企業可信度、價格資訊為高價、廣告代言人為名人、服務保證為特定保證情況之下，購買意願最高；同樣地，知覺功能風險也是最低。此外，價格資訊、廣告代言人和服務保證對消費者購買意願存在著交互作用，其中以價格資訊為高價、代言人為名人、服務保證為特定保證時，消費者購買意願最高。

A number of studies have investigated the effects of the price information, spokesperson types, service guarantee and the corporate credibility individually. But, little attention has given to explore the combined effect of the price levels, spokesperson, service guarantee and the corporate credibility types in the advertisement. Therefore, the purpose of this study is to investigate whether the effects of price information, spokes-person, and guarantees between perceived risk and purchase intention changed under different corporate credibility. And the effects of price information, spokesperson, and guarantees on perceived risk and purchase intention.
In this research, we used 2 price levels (high and low), 2 spokesperson types (the celebrity and nothing), 2 guarantee types (the conditional and nothing) against 2 corpo-rate credibility levels (high and low)being the factorial design to assess the impact of different advertisements on consumer’s perceived risk and purchase intention. And, we investigated travel industry in Taiwan.
The results of this study show that corporate credibility has significant moderate impact on both the consumer’s perceived performance risk and purchase intention. In turn, when corporate credibility is high, price high level, celebrity spokesperson, and conditional guarantee, the purchase intention highest but perceived performance risk lowest. In addition, different levels of price, different types of spokesperson and guar-antees have significant interaction impact on purchase intention.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．． 4
第三節 研究目的．．．．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 7
　　第一節　　價格．．．．．．．．．．．．．．．．． 7
　　第二節　　代言人．．．．．．．．．．．．．．．． 13
　　第三節 服務保證．．．．．．．．．．．．．．． 17
第四節 知覺風險與購買意願．．．．．．．．．． 29
第五節 企業可信度．．．．．．．．．．．．．． 34
第三章 研究方法．．．．．．．．．．．．．．．．． 38
第一節 研究架構．．．．．．．．．．．．．．． 38
第二節 研究假設．．．．．．．．．．．．．．． 39
第三節 變數之操作性定義．．．．．．．．．．． 45
第四節 研究設計．．．．．．．．．．．．．．． 49
第五節 問卷設計．．．．．．．．．．．．．．． 52
第六節 研究樣本與資料蒐集．．．．．．．．．． 55
第七節 信度與效度分析．．．．．．．．．．．． 55
第八節 統計分析方法．．．．．．．．．．．．． 57
第四章 資料分析．．．．．．．．．．．．．．．．． 58
第一節 回收樣本統計資料．．．．．．．．．．． 58
第二節 價格對知覺風險和購買意願之關係．．．． 59
第三節 代言人對知覺風險和購買意願之關係．．． 62
第四節 服務保證對知覺風險和購買意願之關係．． 64
第五節 價格、代言人、服務保證對知覺風險和購買
意願之關係．．．．．．．．．．．．．． 66
第六節 企業可信度對價格、代言人、服務保證對知
覺風險和購買意願之關係．．．．．．．． 69
第五章　　結論與建議．．．．．．．．．．．．．．．． 83
　　第一節　　研究假設成立之情形．．．．．．．．．． 83
　　第二節　　研究意涵．．．．．．．．．．．．．．． 85
第三節 管理實務與建議．．．．．．．．．．．． 88
第四節 研究限制及未來研究方向．．．．．．．． 89
參考文獻　．．．．．．．．．．．．．．．．．．．．． 92
附錄　A 廣告．．．．．．．．．．．．．．．．．．． 103
附錄　B 研究問卷．．．．．．．．．．．．．．．．． 120

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