The Effects of Customers’ Perceived Value and Purchase Intention through Travel Agencies Promotions and Brand Image

• Main Authors: Wan-Ting Chen, 陳琬婷
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/tjed48

碩士 === 銘傳大學 === 觀光研究所碩士班 === 97 === In this study, we discuss relationships among concessions, and consumers’ perceived values and purchasing intentions. Data were collected by surveys, and the total number of valid samples was 445. The survey data were analyzed by reliability analysis, descriptive statistics, and regression statistics. The following results were obtained. 1. Preferential measures had an influential and significant impact on differences in the perceived value of travel agency incentives by consumers. 2. Brand image had a significant impact influence on the perceived value, and consumers perceived different values for the brand image of travel agencies. 3. Perceived value and purchase intentions significantly impacted consumers'' perceptions of value which differed from the will to purchase and had a significant effect. 4. Preferential measures had significant impacts on purchase intentions, expressed as different travel agency incentives, and consumer willingness to buy had a significant effect. 5. The brand image of different travel agencies significantly affected the purchase intentions, and had a significant impact on purchase intentions of consumers.