| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 98 === According to the Directorate-General of Budget, Accounting and Statistics, Executive Yuan, R.O.C.(Taiwan), results of the industrial structure from the beginning of 2008 to the end, the service industry occupied 77.1% more that others. International tourist hotels belong to the service industry that affects the tourist industry more. From the Tourism Bureau of the Ministry Transportation and Communication of the Republic of China (Taiwan), the statistics of Monthly Report on Tourist Hotel Operations in Taiwan between Jan., 2008 and Dec., 2008 indicates the number of Rooms Occupied in Taipei was 72.20%, the Room Revenue was about 17 hundred million dollars, the FIT and the Group was individually 40.6% and 45.9%, depending on this information, the Taipei region was higher than others. Therefore, the hotel industry in Taipei is competitive. For this reason, customers have many choices and don’t think about one element any more when they make a decision for consumption. This study is focus on the international and standard tourist hotels of Taipei. The purpose of the thesis is to study the behavior of customers before consumption and determines they were affected by the extrinsic cues such as price, brand awareness and service guarantee from the hotels on their perceived quality, perceived risk and purchase intention. This experiment employed a 2(high and low price) ×2(high and low brand awareness) ×2(providing guarantee or not providing) between-subjects full-factorial design with a total of eight experiment groups. In order to enhance its external validity, the result was applied to the real environment, so the final survey was conducted by field experimentation. The convenient sampling was used to distribute to the questionnaires, and each experimental group was given 70 questionnaires randomly. The research used a total 560 questionnaires. The valid samples collected were 300 pieces. The result of this study indicated: (1)Extrinsic cues such as price, brand awareness and service guarantee were part of them positively affected on perceived quality via MANOVA. (2) Extrinsic cues such as price, brand awareness and service guarantee were part of them negatively affected on perceived risk via MANOVA. (3)The result of two way ANOVA showed that only brand awareness and service guarantee’s interaction were affected on perceived quality while others were not. (4)The results of two way ANOVA showed that only price, brand awareness, and brand awareness, service guarantee of two groups were affected on perceived risk while others were not. (5)A three-way ANOVA interacted that was not affected on perceived quality and perceived risk. (6)According to the regression analysis, Perceived quality negatively affected on perceived risk, besides, perceived quality was positively affected on purchase intention, than, perceived risk negatively affected on purchase intention.
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