摘要
本文目的在於探究團體套裝旅遊小費收取策略與服務保證類型對於消費者購買決策之影響，此外，亦將納入旅遊知識探討其於前述關係之調節效果。本文於桃園國際機場第一航廈及第二航廈與臺中國際機場出境大廳，發放問卷，共發放240份問卷，回收有效問卷193份，發放期間遇逢新冠肺炎(COVID-19)，因此回收樣本數不甚理想，而影響此研究結果，團體套裝旅遊小費收取策略與服務保證類型在於消費者購買決策未具顯著差異。此外不同旅遊知識在於團體套裝旅遊小費收取策略與服務保證類型對於消費者購買決策之調節效果也未達效果，但不同的旅遊知識消費者在購買決策上有非常顯著差異，尤其表現在高旅遊知識消費者。本文亦將依此提出若干管理意涵與未來研究之建議。

關鍵詞: 團體套裝旅遊小費收取策略、服務保證類型、旅遊知識

Effects of Tip Collection Strategy and Service Guarantee on Purchase Decision of Group Package Tour: Moderating Effect of Travel Knowledge
Abstract
The purpose of this article is to explore the effects of group package tour tip collection strategy and type of service guarantee on consumers’ purchase decision. In addition, tourism knowledge is also included to explore the moderating effect of travel knowledge on the aforementioned relationships. Questionnaires were distributed at Terminal 1 and 2 of Taoyuan International Airport and the departure hall of Taichung International Airport. A total of 240 questionnaires were distributed and 193 valid questionnaires were collected. COVID-19 broke out during the period of questionnaire distribution. Consequently, the number of retrived questionnaires was not satisfactory. It might thus affect the results of this study. The effects of tip collection strategy and type of service guarantee on the consumer purchase decision of group package tour are not significant. In addition, the moderating effect of tourism knowledge on the effects of tip collection strategy and type of service guarantee on consumers’ purchase decision of group package tour is not significant. However, consumers with different tourism knowledge have significant effect on purchase decision, especially for high tourism knowledge consumer. Managerial implications and future research directions are also provided in the study.

Keyword: tour tip collection strategy, service guarantee, tourism knowledge

目錄
謝誌 I
摘要 III
ABSTRACT IV
目錄 V
表目錄 VII
圖目錄 IX
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 研究流程 5
第四節 重要名詞釋義 6
第二章 文獻回顧 7
第一節 小費收取策略 7
第二節 服務保證 9
第三節 購買決策 13
第四節 旅遊知識 19
第五節 小費收取策略、服務保證、購買決策之關係與旅遊知識之調節效果 22
第三章 研究方法 28
第一節 研究對象 28
第二節 研究架構 28
第三節 問卷設計 29
第四節 調查方法與抽樣設計 34
第五節 資料分析方法 39
第四章 資料分析 41
第一節 受訪旅客樣本特徵 41
第二節 敘述性統計分析 44
第三節 變異數分析 46
第四節 假設驗證 52
第五章 結論與建議 56
第一節 結論 56
第二節 管理意涵與研究建議 57
參考文獻 59
網頁資料 66
附件一 研究問卷 67
附件二 旅遊摺頁 70

表目錄
表 二 1服務保證之類型 11
表 三 1知覺品質之衡量題項 29
表 三 2財務風險與績效風險之衡量題項 30
表 三 3購買意願之衡量題項 31
表 三 4旅遊知識之衡量題項 32
表 三 5實驗說明 37
表 四 1受訪旅客樣本特徵 43
表 四 2敘述性統計分析 45
表 四 3小費收取策略對於預期品質、財務風險、績效風險與購買意願之單因子變異數分析 46
表 四 4服務保證類型對於預期品質、財務風險、績效風險與購買意願之單因子變異數分析 47
表 四 5旅遊知識對於預期品質、財務風險、績效風險與購買意願之單因子變異數分析 48
表 四 6小費收取、服務保證與旅遊知識對於預期品質之三因子變異數分析 49
表 四 7小費收取、服務保證與旅遊知識對於財務風險之三因子變異數分析 50
表 四 8小費收取、服務保證與旅遊知識對於績效風險之三因子變異數分析 51
表 四 9小費收取、服務保證與旅遊知識對於購買意願之三因子變異數分析 52
表 四 10不同小費收取策略在於消費者購買決策假說驗證 53
表 四 11服務保證類型在於消費者購買決策假說驗證 53
表 四 12不同旅遊知識在小費收取策略於消費者購買決策調節效果假說驗證 54
表 四 13不同旅遊知識在服務保證類型於消費者購買決策調節效果假驗證 55

圖目錄
圖 一 1研究架構圖 5
圖 三 1研究架構圖 28

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