The Effects of Perceived Quality and Price Labeling on Purchase Intention-A Case Study of Travel Product

• Main Authors: Kao,Yun-Ching, 高韻晴
• Other Authors: 蕭至惠
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/55707881930684374763

碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 95 === Research on the relationships of promotional price format, perceived value and purchase intention has been mainly focused on the applications of tangible products. In contrast, little research has been on the intangible products－service. In order to explore the possibility that the promotional price format is applied to service, travel products are chosen as the research objects. This study investigates the differences between the Group Package Tour (GPT) and the Independent Travel. This study employs the 2 (market price－plausible and exaggeratory) -by-2 (past selling price－low and high) -by-2 (promotional price－low and high) experimental design to investigate the influence of market price, past selling price, promotional price and perceived quality on internal reference price, perceived acquisition value and perceived transaction value. The major conclusions are as follows. 1.Past selling prices can be applied to travel products. Either for the In Group Package Tour or for the Independent Travel, Consumers’ internal reference price is influenced by the perceived quality, past selling price, and promotional price, but not market price. 2.The influence of four exogenous construction, including perceived quality, market price, past selling price and promotional price, on internal reference price has different effects on the Group Package Tour and Independent Travel. For the In Group Package Tour, the perceived quality has the maximal influence; however, for the Independent Travel, the past selling price has the maximal influence. 3.For both the In Group Package Tour and Independent Travel, when the consumers’ internal reference price is high or when the promotional price is low, the perceived transaction value increases. When the perceived quality is high or when the perceived transaction value is high, the perceived acquisition value is high; in the meanwhile, the purchase intention is also high.