The Study of Perceived Evaluation on Consumer Purchase Intention: The Moderating Effect on Travel Involvement

• Main Authors: Hsu-JuChen, 陳昫如
• Other Authors: Tai-Yue Wang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78697416957889079399

碩士 === 國立成功大學 === 資訊管理研究所 === 100 === Consumers are given more options for products or services as the development of internet and information technology changing day by day. The tourist industry is getting more and more attention and the tourist industry have begun invest more efforts on marketing. It’s important for the tourist industry to attract new customers and retain the existing customers. However, consumers usually value the products and make decision through the products’ involvement; because consumers couldn’t investigate and compare the products in advance. Therefore, this research will cope with consumer's view and choose three media, such as travel blog, travel fair and travel forum. Finally, SPSS and AMOS were need to analyze the conceptual relationship model based upon the related literature. Some results are observed from this research. First, consumers have the same preceptions with travel products on the perceived evaluation in the three media. In addition, consumers feel the perceived price high as the perceived quality and perceived sacrifice are high. And, consumers feel the perceived quality high as the perceived value is high. As the perceived value is high, it will influence the consumer’s purchasing intention. However, consumers feel the perceived sacrifice high as the perceived value is low. Besides, considering different media, the ways of product involvements have influence on the perceived value and purchase intentions. The firm should put more efforts to attract new customers to visit the travel fair, because the consumer’s product involvements have influences on perceived value and purchase intentions on travel fair. However, consumer’s product involvements have influences only on purchase intentions over travel forum. The consumers will browse the forum to refer the backpackers who share the informations. In fact, product involvements have no influences on perceived value and purchase intentions on travel blog. The bloggers are not interested to know the travel pruducts on travel blog. They just go through the travel blog as the daily diary. Finally, the moderating effect of traveling involvement and perceived value will have influence on the consumer’s purchasing intention in the three media.