| 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. |
