Relationship between Perceived Risk and Purchase Intentions of Travel Products-A Case of Taiwan Leisure Farm Papago Package Product

• Main Authors: Hoi-leng Chai, 蔡海玲
• Other Authors: You-Jie Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/92361287546833540083

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 99 === The economics of Taiwan was growth with vigorous, and the lifestyle also been influenced, therefore, Taiwanese are like to spent their weekend in outdoor activities, farm tour traveling is slowly become one of the popular social activity for them. The businessman of farm tour traveling had also invented a lot of traveling packages due to the overall leisure trend. Relatively, publics may also have their concerns in order to choose their preferences. Among most of them, “Taiwan Farm Tour Papago” is become a representative product of the packages in the market, therefore, the research of “Taiwan Farm Tour Papago” as an object. For this research, it studies the affect relationship of the candidates who purchased the package of “Taiwan Farm Tour Papago”. The method of this research was questionnaire survey, and also using systematic sampling for investigation, the total valid questionnaires are 318 copies. In this study, Cronbach Alpha Analysis, Descriptive Analysis, Independent-Samples t-test and One-way ANOVA were used as the data analysis in order to analyze the constructive situations between the characteristics of survey candidates; it adopted the multiple-regression analysis discussed between the perceived risk and purchase intention of the survey candidates. According to the results of this study, the background of every candidates are different, besides, “marital status” of them are also differ in perceived risk concern, perhaps the other background variables become not in sense of significant; due to this, the negative impacts occurred when candidates purchased the financial risk and the time risk products of “Taiwan Farm Tour Papago”; in the other hand, the positive impacts occurred when candidates purchased the physical risk products of “Taiwan Farm Tour Papago” Therefore, this study suggested that to reduce the perceived risk of the consumers, and highlights the characteristics of “Taiwan Farm Tour Papago”. Furthermore, this study also suggested that the relevant units should be responsible to strengthen the propaganda that allowed publics to aware of the “Taiwan Farm Tour Papago”, by enhancing the features and functionality of it in order to reduce the perceived risk of the consumers, at the same time to increase the purchase intensions of consumers.