A Study on the Relationship between Customers'' Personality and Perceived Risk of On–Line Travel Package Shopping：The Case of the Sun-Moon Lake National Scenic Area

• Main Authors: Wei Chang, 張薇
• Other Authors: W-tsan Yang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/70050939427422306076

碩士 === 逢甲大學 === 土地管理所 === 99 === The purpose of this study is to understand the relationship between customers'' personality and perceived risk of on–line travel package shopping. Therefore, the conceptual framework for this study included four constructs, they were: socio-economic backgrounds, personality, perceived risk of online shopping and strategies to reduce the perceived risk of online shopping, and the relationships between these constructs of the study framework were investigated through analyses of data collected by a on-site questionnaire survey. In this study, tourists, who purchased travel packages from internet online shopping to Sun-Moon Lake National Scenic Area, were selected by convenience sampling approach in the survey. A total of 650 effective samples, who had ever purchased their travel packages offered by hotel, homestay lodging or other types of hostels, were collected for statistical analyses to test the hypotheses in this study. The study results included: (1) there were significant differences in perceived risk of online shopping among socio-economic backgrounds, including: ages, education levels, occupation, monthly income, marital status; (2) there were significant differences in strategies to reduce the perceived risk of online shopping among socio-economic backgrounds, including: ages, education levels and occupation; (3) some significant positive relationships between personality and perceived risk of online shopping were found; (4) some significant positive relationships between personality and strategies to reduce the perceived risk of online shopping were also found; and (5) again, some significant positive relationships between perceived risk of online shopping and strategies to reduce the perceived risk of online shopping were found. According to the study results, some management suggestions were presented for travel package managers’ references in marketing their products, and also some future study topics were presented for the references of further academic studies.