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The influence of perceived value on eco-tourism purchase intention: Mediation effect of trust and perceived risk.

机译：感知价值对生态旅游购买意愿的影响：信任和感知风险的中介作用。

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摘要

This exploratory study examined the multiple dimensional aspects of perceived value (functional value, financial value, emotional value, social value, epistemic value, and conditional value) in relation to purchase intention in the Eco-tourist industry. Additionally, the study evaluated the influence of trust and perceived risk as mediators on perceived value, and thus, on purchase intention. Data for this study came from the online survey responses of 314 participants and was analyzed using multiple regression. Findings showed that four significant predictors influenced Eco-tourism purchase intention: emotional value, functional value, boredom alleviation value, and epistemic value. However, social value and adventure value factors were excluded due to insignificant relationship levels. Trust partially affected the relationship between perceived values and purchase intention. Meanwhile, there was no mediation effect of perceived risk between perceived value and purchase intention. This study concluded that perceived values influenced Eco-purchase intention, while emotional value provided the strongest relation to Eco-purchase intention.;Keywords: Eco-tourism, purchase intention, perceived value, trust, perceived risk, Thailand, consumer behavior.
机译：这项探索性研究考察了与生态旅游业购买意愿有关的感知价值（功能价值，财务价值，情感价值，社会价值，认知价值和条件价值）的多个方面。此外，该研究评估了信任和作为中介的感知风险对感知价值的影响，从而对购买意愿的影响。这项研究的数据来自314名参与者的在线调查反馈，并使用多元回归进行了分析。研究结果表明，四个重要的预测因素影响了生态旅游的购买意愿：情感价值，功能价值，无聊缓解价值和认知价值。但是，由于关系水平微不足道，社会价值和冒险价值因素被排除在外。信任部分影响了感知价值和购买意愿之间的关系。同时，在感知价值和购买意愿之间没有感知风险的中介作用。这项研究的结论是，感知价值影响着生态购买意愿，而情感价值与生态购买意愿之间的关系最密切。关键词：生态旅游，购买意愿，感知价值，信任，感知风险，泰国，消费者行为。

著录项

  • 作者

    Lawonk, Kesinee.;

  • 作者单位

    Alliant International University.;

  • 授予单位 Alliant International University.;
  • 学科 Marketing.;Recreation.;Sustainability.
  • 学位 D.B.A.
  • 年度 2014
  • 页码 217 p.
  • 总页数 217
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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