The Effect of Perceived Risk, Time Pressure and Reference Price to Purchase Intention: The B&;B as An Example

• Main Authors: Pei-Chun Kao, 高佩君
• Other Authors: Kuo-Chih Cheng
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/v9tb4y

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 101 === B&;B(Bed-and-Breakfast) accommodation in areas due to lack of space tourism, and derived accommodation type. B&;B with local resources to provide comfortable and affordable accommodation and feel at home, give the consumer experience local customs and habits of life, and other traditional hotel industry competition. But with those B&;B have risen sharply, B&;B industry's competitive object is no longer confined to the traditional hotel industry, but has the same management style coupled with the B&;B industry. Therefore, in a highly competitive, it is necessary to take effective marketing strategies in order to improve consumers' purchase intention. This thesis focuses on the environmental industry in addition to providing great value on the feeling, but still need through pricing strategies, time pressure and using different reference prices to consumers, and strengthen competitive advantage in order to survive in the fierce competition. In this study, 2×2 multi-factorial experimental design, including a total of two factors, including time pressure and the reference price, and perceived risk as covariates. Study sample from the National Changhua University of education of fields related to the management of undergraduate and master students. Total 207 questionnaires were distributed and 174 questionnaires were recovered, 160 valid questionnaires, the response rate was 84.06%. In order to investigate the perceived risk, time pressure and the reference price on purchase intention. The results show a different time pressures and the reference price has an impact on consumer purchase intention. In online transactions, consumers perceived risk significantly affect purchase intention. Finally, on the B&;B business management make relevant managerial implications and suggestions. Keywords: Perceived Risk, Time Pressure, Reference Price, Purchase Intention