| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 89 === Located in the very first century with globalize, uni-frontier world, consumer again start to emphasize on gaining the quality of the consumed products. Less professional domain know-how knowledge, the price is always an indicator or an extreme view examined through out the quality and value of product itself. Are there any rules or relationships between high price and quality? Mostly, it does, but not all of them.
This study tested causal connections among perceived price, quality, value and also showed the behavior of different tourism and factors that influences on the decisions of tourist. This report followed the means-ends theory (Zeithaml,1998) and service quality model(Parasuraman, Zeithaml and Berry,1988) and used the predictive validity of the price-related constructs (Lichtenstein, Ridgway and Netemeyer, 1993). We employed a structural equation modeling approach to investigate relations between price, quality, value and intention to revisit and used the maximum likelihood estimation.
The key findings of this article are the support for the theorized role of percieved value. First, the data support that there exists a positive link between perceived price and the tourist’s perception of that good’s quality. Second, the direct paths from perceived price to perceived value and revisit intenetion were not significant for tourist, the indirect and total effects were significant.Third, the positive linkage between perceived quality and perceived value was support by the reported data that tourist agrees on gaining perceived quality will contribute to perceived value. This shows the feeling of all quality will direct to the agreement of all value. Fourth, the positive link between perceived value and revisit intenetion that shows gaining high quality of services will lead to potential revisit.
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