旅遊網站品牌知名度與價格標示對線上套裝旅遊購買意願之影響

The Effects of Brand Awareness and Price Labeling of Travel Websites on Purchase Intention of the Package Tour Provided on the Internet

蕭至惠(Chih-Hui Hsiao) ； 洪筱婷(Shou-Ting Houng) ； 蔡進發(Chin-Fa Tsai)

《觀光休閒學報》 14卷1期 (2008/04) Pp. 83-107

https://doi.org/10.6267/JTLS.2008.14(1)4

摘要

本研究旨在探討國人購買旅遊網站提供的套裝行程旅遊產品時，行銷人員如何藉由操弄旅遊網站的品牌知名度與產品價格的標示方式，來影響消費者的購買行為。本研究採2（品牌知名度：知名、非知名）×2（市場價格：合理性、誇張性）×2（促銷價格：折扣幅度高、低）之組間實驗設計，並透過LISREL來進行分析。研究結果顯示：(1)品牌知名度越高，消費者對產品的知覺品質越高；(2)消費者的內部參考價格會受知覺品質、市價影響，但不受促銷價影響；(3)當消費者內部參考價格越高或促銷價格越低時，會增加消費者之知覺交易價值；(4)消費者的知覺品質與知覺交易價值越高時，則知覺獲得價值越高；(5)消費者之購買意願會隨消費者之知覺獲得價值提高而增加。

關鍵字

品牌知名度 ； 價格標示 ； 套裝旅遊產品 ； 線上購買意願

並列摘要

As the techniques of Internet evolve, the market of the E-commerce grows exponentially. One of the best ways to promote travel products is online marketing. New marketing strategies have to be developed in response to this new Internet E-commerce. Since there are not service personnel to respond immediately to customers' questions, how to develop marketing strategies to increase purchase intentions is an important issue for the managers in marketing online their travel products.
The experiment was based on 2- (two levels of brand awareness: high brand awareness and low brand awareness) by-2- (two levels of market price: rational market price and overstate the market price) by-2 (two levels of price discount: high and low) settings. The research objects were passengers at airport and students of the National Chaiyi University.
Additionally, collected data were analyzed by LISREL. The results were as follows: (1) The higher the brand's awareness, the higher consumers' perceptions about the quality. (2) The consumers’ internal reference price was influenced by the perceived quality and the market price, but, not by the promotion price. (3) Either high consumers' reference price or low promotion price leads to high consumers' perceived transaction value. (4) High perceived quality and perceived transaction value lead to high perceived acquisition value. (5) High consumers' perceived acquisition value corresponds to high consumers' purchase intention.

並列關鍵字

brand awareness ； price labeling ； package tour ； online purchase intention

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