| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 95 === Because of the intangible of service, consumers think that purchase services are usually more risky than goods, price and service guarantees are generally acknowledged extrinsic cues, many studies have investigated the effects of the price and service guar-antees on consumers’ evaluation, but little study has to explore the interaction effect of the price and service guarantees of tour leader on consumers’ evaluation towards group package tour product. Therefore the purpose of this study is to examine the effects of price and types of service guarantee on the consumers’ evaluations towards the group package tour product.
A 2 (price: price high and price low) * 3 (type of service guarantees: absent, at-tribute-specific, and full satisfaction) between-subjects factorial design was examine the effects of price and types of service guarantee on the consumers’ perceived quality, per-ceived risk and purchase intention of the group package tour product in this study. Sub-jects who had participated at least once GPT during the last two years were selected. The tourists who had visited the American west coast were excluded to avoid the possi-bility of judgments by experts.
Results indicate that the price and service guarantees of tour leader significantly influence consumers’ perceived quality, perceived risk, and purchase intention. Price significant effect consumers’ social risk, and service guarantees significant effect con-sumers’ time risk. In turn, when prices is high and full satisfaction guarantee, the higher consumers’ perceived quality and purchase intention. Price is high and service guarantee absent, the consumers’ perceived financial risk and perceived performance risk is high-est.
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