品牌知名度與價格折扣對團體套裝旅遊產品評估之影響

Effects of Brand Awareness and Price Discounts on the Consumers’ Evaluations of Group Package Tours

本研究關注於品牌知名度與價格折扣對於消費者對套裝團體旅遊行程購買意圖之影響。本研究以實驗設計收集資料，結果發現旅行社之品牌知名度正向影響對團體套裝旅遊行程之知覺品質與購買意圖。價格折扣對知覺品質的影響則因旅行社之品牌知名度之高低而異。高品牌知名度下，價格折扣的影響並不明顯；而在低品牌知名度下，價格折扣的負向影響知覺品質。知覺品質、價格折扣、知覺品質均正向影響購買意圖。價格折扣對購買意圖雖有正向影響，然而考慮與品牌知名度的交互效果後，發現旅行社為高知名度下，價格折扣與購買意圖呈正向關係，而旅行社為低知名度時，價格折扣的影響不明顯。

For group package tours, Brand awareness, price discounts, perceived quality, and purchase intention, are empirically examined. The results indicate that perceived quality is positively influenced by brand awareness, purchase intention is positively influenced by brand awareness, perceived quality, and price discounts, and further, show that perceived quality is negatively influenced by price discounts under the low-brand-awareness condition, and purchase intention is positively price discounts under the high-brand-awareness condition.