碩士 / 大葉大學 / 管理學院碩士在職專班 / 102 / In recent years, the global tourism industry is flourishing. The overseas tourist trips are also substantially growing in our country. And the frequent news of travel accident recently would surely result in a certain degree of perceived risk. Hence, consumers may attempt to seek information which can reduce perceived risk during the decision making process. Word-of-mouth becomes the most important source of information and a more convincing information among other sources. Besides, the influence of the travel agency is also worth for further research.
This article aims at studying whether the international tourist’s perceived risk will affect the intention of word-of-mouth seeking, and whether the brand awareness of the travel agency will affect the relationship between the perceived risk and the intention of word-of-mouth seeking. With a 2 (high, low perceived risk) × 2(high, low brand awareness) experimental design, total 348 questionnaires retrieved, the study utilized hierarchical regression to analyze the result. It shows that the perceived risk is significantly positive related to the intention of word-of-mouth seeking. And the effect of brand awareness on the relationship between the perceived risk and the intention of word-of-mouth seeking is also significant.
| Identifer | oai:union.ndltd.org:TW/102DYU01121126 |
| Date | January 2014 |
| Creators | Hsieh, Yun-Tzu, 謝芸慈 |
| Contributors | Ni, Jia-Jen, Yang, Feng-Hua, 倪家珍, 楊豐華 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 78 |
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