「品質－價值－行為意圖」(Q-V-B) 模式常用於解釋消費者的購買行為，然而研究上常 忽略負面成本的降低是否有助於提升消費者的知覺品質與知覺價值進而提升行為意圖。 由於行銷的本質是一種交換行為，而交易成本理論主張資訊搜尋成本與道德危機成本 是影響交易進行的關鍵，因此本文以資訊搜尋與道德危機成本作為前因，探討降低交 易成本對消費者購買知覺歷程的影響。本文以旅遊服務商品為研究情境，蒐集111 筆旅 遊消費者問卷進行分析，研究結果顯示資訊搜尋成本對知覺品質有負向影響，道德危 機成本對知覺品質、知覺價值之負向影響亦成立。據此，本文認為運用Q-V-B 模式解 釋消費行為時，廠商除了創造正面的品質與價值認知外，更應重視交易成本對消費購 買決策的影響。

Scholars have long used the perceived quality-perceived value-behavior intention (Q-V-B) model to examine consumers’ purchasing behavior. Determining the factors that affect the Q-V-B model is a critical task for consumer research. Most previous studies primarily assess positive antecedents (e.g., product image) of Q-V-B model, neglecting related negative factors (e.g., transaction cost). The main task of marketing lies in solving the problem of “exchange”. This study assumes that transaction cost economics (TCE), which posits that information searching cost and moral hazard cost are the crucial elements that influence a transaction, can compensate for the deficiency of the Q-V-B model. Accordingly, this study proposes a research framework that integrates both the Q-V-B model and TCE. Travel service is selected as the study field to be examined. A total of 111 consumer questionnaires are collected and examined using empirical analysis. The results indicate that, in addition to supporting the hypothetical Q-V-B relationship, information searching cost negatively affects perceived quality, and moral hazard cost is negatively related to perceived quality and value.