A Study of Consumer Purchase Intention for Tour Package Products in Online Shopping

• Main Authors: Yu-Ting Li, 李玉婷
• Other Authors: 郭如秀
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/91730489400008518346

碩士 === 國立中興大學 === 企業管理學系所 === 98 === The rising and flourishing development of the Internet rules out the inconvenience caused by time difference on communication. And the time of going shopping on the street has been reduced due to modern busy life. Therefore, online shopping via the Internet has become an emerging shopping manner. According to the survey by the Market Intelligence & Consulting Institute, tour products accounted for the most part of the online shopping products in Taiwan in 2009 and tour package products were the major tour products. The objective of this study was to investigate the consumer purchase actual behavior for tour package products in online shopping. The based structure was the decomposed theory of planned behavior proposed by Taylor and Todd (1995). Two variables - perceived enjoyment and product involvement were added to the influence factors on attitude. The subjective norm was decomposed to interpersonal influence and external influence to develop a more intact research structure for investigation. The consumers that used to purchase tour package products via the Internet were the target of the survey for this study. 457 questionnaires were collected and 395 ones were effective. The structural equation modeling was used as the analysis method to test the fit of the whole model and the relationships among the variables. The research results found that the perceived ease of use, compatibility, perceived enjoyment and product involvement have a positive relationship with the attitude. Out of these, product involvement has the most influence. The interpersonal influence and external influence have a positive relationship with the subjective norm. Out of these, interpersonal influence has the most influence. The self-efficacy and facilitating conditions have a positive relationship with the perceived behavioral control. Out of these, self-efficacy has the most influence. The attitude, subjective norm, and perceived behavioral control have a positive relationship with the purchase intention. Out of these, attitude has the most influence. The purchase intention have a positive relationship with the actual behavior. This study analyzed the influence factors on the online shopping of tour package products in the aspect of the consumers. The result can be taken as a basis for reference of tour business in running online shopping affairs.