根據世界觀光組織(World Tourism Organization)，隨著後現代社會消費者觀光消費模式反應出主題旅遊的興起。婚紗旅遊(Bridal photography tourism，BPT)即是主題旅遊的一種，其正於台灣快速地發展中。婚紗旅遊產品是經由旅行社與婚紗公司透過品牌聯盟而產生的。此外，對於業者，知覺風險對消費者有極大的影響力。婚紗旅遊產品包含了許多服務的元素，如：旅行社服務、婚紗公司服務及相關旅遊產品服務，因此造成了婚紗旅遊產品的異質性，並會增加消費者知覺風險的產生。因此，本研究之目的為探討旅行社與婚紗公司品牌聯盟之背景下，品牌聯盟對消費者知覺風險之影響，希望藉此以供台灣觀光業界行銷活動及旅遊產品設計之參考。
研究方法部份，本研究以實驗設計法建構研究架構，分別探討品牌權益高低與品牌聯盟型態不同的組合搭配對消費者知覺風險與購買意願的影響；此外，由於大陸地區對台灣而言為極重要之觀光市場，加上大陸地區對婚紗攝影亦有需求，因此本研究將研究對象設為北京地區大陸來台遊客，並採用立意與便利抽樣法進行資料之蒐集。

According to the World Tourism Organization, tourism consumption patterns reflect the increasing diversity of interests of the late-modern leisure society with “special interest tourism” (SIT) having emerged. “Bridal photography tourism” (BPT) is one kind of SITs. For years, BPT is developed rapidly in Taiwan. Originally, the product of BPT is produced by travel agency and bridal photography company in the form of brand alliance. On the other hand, perceived risk is most influential to consumers and most relevant to marketers. BPT product involves many complex arrays of service components, such as travel agency, bridal photography company and tour representatives. The heterogeneous characteristics of BPT product increase the consumers’ perceived risk. Therefore, the chief purpose of this study is to investigate customers’ perceived risks when choosing a bridal photography tourism product.
For methodology, factorial experiment design is employed to develop a conceptual framework to examine key factors (brand type and brand equity) with regard to tourists’ risk perception of the brand alliance and purchase intension. An on-site intercept interview is presently conducted in Beijing and at least 400 respondents will be invited to participate in the survey.

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　　．．．．．．．．．．．．．．．．．．．．．． Ⅷ
第一章　　緒論．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．．． 1
第二節　　研究範圍與對象．．．．．．．．．．．．． 4
　　第三節　　研究問題．．．．．．．．．．．．．．．． 6
第四節　　研究目的．．．．．．．．．．．．．．．． 11
第五節　　研究流程．．．．．．．．．．．．．．．． 12
第二章　　文獻回顧．．．．．．．．．．．．．．．．．． 13
　　第一節　　品牌聯盟．．．．．．．．．．．．．．．． 13
　　第二節　　品牌權益．．．．．．．．．．．．．．．． 18
第三節　　知覺風險．．．．．．．．．．．．．．．． 24
第四節　　品牌聯盟與知覺風險．．．．．．．．．．． 27
第五節　　知覺風險與購買意願．．．．．．．．．．． 29
第六節　　產品知識．．．．．．．．．．．．．．．． 30
第七節 主題旅遊．．．．．．．．．．．．．．．． 31
第三章　　研究方法．．．．．．．．．．．．．．．．．． 34
　　第一節　　研究架構．．．．．．．．．．．．．．．． 34
　　第二節　　研究假設．．．．．．．．．．．．．．．． 35
第三節　　變數之操作型定義與衡量．．．．．．．．． 39
第四節　　研究設計．．．．．．．．．．．．．．．． 45
第五節　　實驗組合之操作．．．．．．．．．．．．． 47
第六節　　問卷設計．．．．．．．．．．．．．．．． 54
第七節　　抽樣設計．．．．．．．．．．．．．．．． 58
第八節　　統計分析方法．．．．．．．．．．．．．． 59
第四章　　資料處理與分析．．．．．．．．．．．．．．． 61
　　第一節　　敘述性統計分析．．．．．．．．．．．．． 61
第二節　　信度．．．．．．．．．．．．．．．．．． 67
第三節　　實驗相關檢定．．．．．．．．．．．．．． 68
第四節　　研究假設檢定．．．．．．．．．．．．．． 70
第五章　　結論與建議．．．．．．．．．．．．．．．．． 80
第一節　　研究結論．．．．．．．．．．．．．．．． 80
第二節　　研究建議．．．．．．．．．．．．．．．． 87
第三節　　後續研究建議．．．．．．．．．．．．．． 88
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 90
附錄一　　實驗操作問卷(旅遊專家) ．．．．．．．．．． 98
附錄二　　實驗操作問卷(婚紗專家) ．．．．．．．．．． 106
附錄三　　正式問卷(A組、E組)．．．．．．．．．．．．． 112
附錄四　　正式問卷(B組、F組)．．．．．．．．．．．．． 118
附錄五　　正式問卷(C組、G組)．．．．．．．．．．．．． 124
附錄六　　正式問卷(D組、H組)．．．．．．．．．．．．． 130
附錄七　　婚紗旅遊行程廣告(A組) ．．．．．．．．．．． 136
附錄八　　婚紗旅遊行程廣告(B組) ．．．．．．．．．．． 137
附錄九　　婚紗旅遊行程廣告(C組) ．．．．．．．．．．． 138
附錄十　　婚紗旅遊行程廣告(D組) ．．．．．．．．．．． 139
附錄十一　婚紗旅遊行程廣告(E組) ．．．．．．．．．．． 140
附錄十二　婚紗旅遊行程廣告(F組) ．．．．．．．．．．． 141
附錄十三　婚紗旅遊行程廣告(G組) ．．．．．．．．．．． 142
附錄十四　婚紗旅遊行程廣告(H組) ．．．．．．．．．．． 143

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