A Study on Relationship among Perceived Value, Perceived Quality, and Behavioral Intention: Perceived Risk,Perceived Ease of Use and Perceived Usefulness as Antecedents

• Main Authors: Chiu, Li-Jung, 邱麗蓉
• Other Authors: Dai, You-De
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/08439960144909192977

碩士 === 國立嘉義大學 === 觀光休閒管理研究所 === 96 === The internet network has characteristics , such as getting instant , getting interdynamic , low cost , individualize , have no time , have space and restrain from while being borderless ,etc., many people use the internet network after attracting the whole world more and more. Popularization of network is it make more and more consumer utilize internet network is it search travel journey , price and relevant materials ,etc. to surf the Net to take. Because the tourist service has invisible characteristics , it is very difficult for consumers to assess the quality served, consumer's quality and value of the consciousness become it and choose important consideration of websites of the travel at this moment, it is a key important task so how the family property person creates customer's value. Moreover, often have higher shop than the traditional entity through the risk that the consciousness reaches of shopping at network, buy course of travelling products, consumer often consciousness existence to reach risk too, may influence consumers to buy the wills of the products or the service when the consciousness risk is too high, and consumers accept the difference of the degree to science and technology, the esthesia of the products will be different, will influence and buy the attitude and decision probably.This study investigates the relationships among perceived risk, Perceived Ease of Use, Perceived Usefulness, perceived quality, perceived value, and behavior intention with consumers who purchase tourism product in online. In this study,370 structural questionnaires are distributed to Taiwan area on wired purchases consumer of the tourism product experience, and 342 were usable. The finding of this study shows:perceived risk was significantly, negatively related to perceived quality and behavior intention; perceived ease of use was significantly, positively related to perceived quality and perceived value,; perceived usefulness was significantly, positively related to perceived quality; perceived quality was significantly, positively related to perceived value and behavior intention; perceived value was significantly, positively related to behavior intention.