| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 105 === With the tourism has become more and more popular nowadays, airline, long-distance bus and Mass Rapid Transit (MRT) company continually design the discount ticket to attract travelers, and Taiwan Railways Administration (TRA) is no exception. TRA designs the Day-pass ticket, allowing travelers to unlimitedly get on increase travelers’ perceived value. However, we may not guarantee they will be willing to buy the ticket since the tourism attraction is the key factor affecting purchase intention. If the destination of the Day-pass ticket cannot attract travelers, their purchase intention will decrease since they have high perceived risk about feeling uncertain. Therefore, this study intended to explore the relationship among tourism attraction, perceived risk, perceived value, and how these factors affect travelers’ purchase intention. This study will take the Day-pass of Pingxi line as our example, applying structural equation modeling (SEM) to test the research model. The results are tourism attraction has the positive effect on perceived value and purchase intention. Perceived risk has the nagative effect on perceived value. Perceived value has the positive effect on purchase intention, existing a partially mediation effect between tourism attraction and purchase intention. Moreover, it has a full mediation effect between perceived risk and purchase intention. According to the results, we give some managerial implications and suggestions in the end of the research.
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