臺灣博碩士論文加值系統

台灣近年出國觀光人數不斷增加，吸引旅行社要找尋多家航空公司搭配出團。本研究探討品牌形象、知覺風險與行為意圖之間的相關性研究。本研究採立意抽樣，針對參加L旅行社或U旅行社之旅客為研究對象進行問卷調查，本研究於2017年上班年，於桃園國際機場出境大廳發放問卷，本研究共回收有效問卷377份，並以描述性統計、信度分析、因素分析及迴歸分析等資料分析進行分析及驗證假設。研究結果發現H1：品牌形象對知覺風險有負向影響；H2：品牌形象對購買意願有正向影響；H3：知覺風險對購買意願有負向影響。
根據該結果，探討管理上之意涵，提供實務界相關業者，管理實務方面之參考。

In recent years, the numbers of tourists continue to increase in Taiwan, to attract travel agencies cooperating with airlines for travel. This study examines the correlation between brand image, perceived risk and behavioral intent. We carried out questionnaires on the participants who participated in the L Travel Service or the U Travel Service. The questionnaire was distributed at the exit hall of the Taoyuan International Airport in 2017. 377 valid questionnaires were collected for descriptive statistics, reliability analysis, factor analysis and regression analysis. After analyzed and verified the hypothesis, the result shows that H1: brand image has a negative impact on perception risk; H2: brand image has a positive impact on purchase intention; H3: perception risk has a negative impact on purchase intention.
According to the result, this is a practical reference for the travel industry on the management level.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．．． i
英文摘要　．．．．．．．．．．．．．．．．．．．．．． ii
誌謝辭　　．．．．．．．．．．．．．．．．．．．．．． iii
內容目錄　．．．．．．．．．．．．．．．．．．．．．． iv
表目錄　　．．．．．．．．．．．．．．．．．．．．．． vi
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． vii
第一章　　緒論．．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．．．．． 4
　　第三節　　研究方法與流程．．．．．．．．．．．．．． 5
　　第四節　　研究重要性．．．．．．．．．．．．．．．． 7
　　第五節　　研究範圍與限制．．．．．．．．．．．．．． 7
第二章　　文獻探討．．．．．．．．．．．．．．．．．． 8
　　第一節　　旅行社．．．．．．．．．．．．．．．．． 8
　　第二節　　廉價航空．．．．．．．．．．．．．．．． 17
　　第三節　　品牌形象．．．．．．．．．．．．．．．． 24
　　第四節　　知覺風險．．．．．．．．．．．．．．．． 30
　　第五節　　行為意圖．．．．．．．．．．．．．．．． 37
第三章　　研究方法．．．．．．．．．．．．．．．．．． 39
　　第一節　　研究內容與架構．．．．．．．．．．．．． 39
　　第二節　　研究假設．．．．．．．．．．．．．．．． 40
　　第三節　　問卷設計．．．．．．．．．．．．．．．． 43
　　第四節　　研究對象．．．．．．．．．．．．．．．． 46
　　第五節　　資料分析方法．．．．．．．．．．．．．． 47
第四章　　研究分析與討論．．．．．．．．．．．．．．．． 49
　　第一節　　基本資料分析．．．．．．．．．．．．．．． 49
　　第二節　　各變項與題項之敘述性統計分析．．．．．．． 52
　　第三節　　信度分析．．．．．．．．．．．．．．．．． 55
　　第四節　　相關分析．．．．．．．．．．．．．．．．． 56
　　第五節　　品牌形象、知覺風險與行為意圖之迴歸分析(L旅行社與U旅行社分別處理)57
第五章　　結論與建議．．．．．．．．．．．．．．．．． 61
　　第一節　　研究結論．．．．．．．．．．．．．．．．． 61
　　第二節　　研究建議．．．．．．．．．．．．．．．．． 63
　　第三節　　研究限制與後續研究建議．．．．．．．．．． 64
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 65
附錄　　研究問卷．．．．．．．．．．．．．．．．．．． 72

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