旅行社品牌形象對顧客知覺風險影響之研究──兼論顧客涉入程度之干擾效果

The Study of the Impact of Travel Agency’s Brand Image on Customer Perceived Risk -- Consumers' Involvement as a Moderator

本文旨在探討影響顧客對於旅行社知覺風險之因素。首先經由文獻回顧建立觀念性架構與研究假設，並利用迴歸模式進行實證分析。本研究以曾經參加任何旅行社套裝旅遊的消費者為研究對象，透過問卷調查以了解受測消費者對旅行社品牌形象的認知程度與購買旅遊產品的知覺風險；研究目的在於建立品牌形象、顧客知覺風險、顧客涉入程度之間的關係模式。實證結果顯示旅行社的品牌形象會顯著影響消費者在購買旅遊產品時之知覺風險，至於消費者涉入程度，研究結果發現其干擾效果並不顯著。本研究結果除了對於業者具參考價值，也能提供日後行銷策略參考。期望透過本研究能提高旅行業對品牌形象的重視程度，並更了解消費者行為。 The purpose of this study is to investigate the determinants that influence customer perceived risk of travel agencies. This study first constructs conceptual framework and research hypotheses based on existing literature; the next step is to utilize regression model to conduct empirical analysis. The subjects are customers who have attended package tours. Therefore, the research is aimed at establishing a relationship model on the brand image, customer perceived risk, and the moderating effects from involvement of the customer. The results demonstrate that brand image of travel agency has a significant influence on customer perceived risk; besides, involvement of the customer does not moderate the relationship between brand image and customer perceived risk. This study also provides suggestions about marketing strategies for the travel agency.