Research On Customer Perceived Value And Purchasing Intention Of Online Tourism Website

The development of Internet technology promotes the tourism industry chain to transfer to line.Then tourism operators have stepped up online business layout.The facilitate of comparision and the improving skill of online consumption make the simple price war can't shoulder the responsibility of helping the company gain competitive advantage,while the pull-competitive strategic have good advantages. And the first step to implement the pull-competitive strategic is to fully understand consumers' attitudes and behavioral intentions.This paper studies consumer behavior of online travel sites,analyzes the relationship between customer perceived value and it's driving factors,the relationship between customer perceived value and purchase intention,at the same time,taking consumers maturity into study.Considering the characteristics of the online travel and the relevant research at home and abroad,the perceived value is divided into two dimensions:perceived function value and perceived hedonic value;and the consumers maturity is divided into two dimensions:the ever used frequency of the online travel site,the ability of using online travel sites.And perceived risk,purchase cost,service quality of the site are taken as the driving force of perceive value.Based on consumer behavior theory, stimulus-organism-response paradigm,we build the driving force-perceived value-purchasing intention model,then explore how driving forces affect perceived value and purchasing intention, and how perceived value affect purchasing intention.Based on faith-adjustment model,cognitive dissonance theory and maturity model,we build the moderating model of consumer maturity to analyze the role of maturity between perceived value and purchasing intention.Integrated rough comprehensive evaluation model and Matlab,we reduce the index and calculate the weights of customer maturity.With the last goal,we divide the investigators into three groups:the higer one,the middle one and the lower one.Through questionnaires,we recover 352 valid questionnaires and use SPSS tests the hypothesis.We find firstly,the website service quality have a positive effect on customer perceived value and purchasing intention.And perceived risk have a negative effect on customer perceived function value and purchasing intention and have no significant effect on perceived hedonic value.And purchasing cost have no significant effect on perceived value and purchasing intention.Meanwhile,the website service quality have more important effect on perceived value and purchasing intention than perceived risk.Secondly,the perceived value significantly affect the purchasing intention and the consumer maturity play a mediating role between perceived value and purchasing intention.What's more,low maturity group's perceived value have more important effect on purchasing intention than the high maturity group.According to the test results, this paper presents that online tourism operators can improve the customers' perceived value to gain more consumers.And in order to increase perceived value,the most important measure is to improve the service quality of Web site,and the reduction of perceived risk can be a supplement.In addition,when developing marketing strategies,more attention should be taken to low maturity consumers,and operators should make the marketing strategies in line with the psychological characteristics of this population.