The Effect of Seller Reputation on Travel Product Purchase Intention – Self Construal and Friend as Moderators
| Autor: | Min-Yi Lin, 林明儀 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Starting from January 1979, our government changed the tourism policy. People go overseas for sightseeing easily and more people go aboard. Nowadays, due to the crowdedness of domestic recreational area and the increase of household income, more and more Taiwanese choose outbound tourism as their major leisure activity. The travel products are intangible, inconsistent and perishable. Buying travel products online now is a key channel for tourism sales. This research would discuss how consumer self-construal, horizontal relationship -friend, and the reputation and mean rating of an OTA (online travel agent) determine the consumer behaviors. This research sample from students in Tatung University and base on internet business. It discusses reputation evaluation of the seller from internet which influence to consumer. As well as classify consumer self-distinction included friend, individual and dependence as disturb factors. According to internet purchase evaluate table from 200 students for this research. Graded from 0-12 related to seller as 0 is the worst and 12 means best. Scheme 2(seller reputation: Good/Bed) x 2(self construe: individual/dependence) x 2(friend accompany: Yes/No.) The result of research, self-construe and friend are the main factor that moderate purchase intension The results showed that consumers in different shopping situations, seller reputation and to the consumer purchase intention, however, accompanied by a friend, and the consumers themselves self-construction will affect the consumers’ purchase intention. And when the seller reputation interaction under the influence of accompanied by a friend actually interfere with the consumer's willingness to buy, however, self-construction when interference on consumer willingness to buy although moderating effect, but the effect is not significant. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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