A Study On The Impact Of Price Framework On Tourist's Purchase Intention In Online Transaction

The maturity of Internet information technology has accelerated the development of online free travel industry,and the overall upgrading of tourism consumption has prompted more tourists to choose the personalized travel mode,namely free travel;Therefore,a large number of free travel products appear in the OTA and supplier websites.The package of free travel products on the internet is composed of flight,hotel and X(like car).The price framework,namely the price presentation formats of a bundle,can be divided into itemized price and consolidated price.Based on the bundling phenomenon in online tourism market,therefore,this paper investigates the effects of price framework on tourists' purchase intention by considering brand knowledge as moderator and taking perceived acquisition value and perceived transaction value as mediator.We tested hypothesis in an experiment with a 2(consolidated vs itemized price presentation)× 2(high vs low brand knowledge)factorial design.The results support the hypothesis that price framework has significant influence on tourists' purchase intention and perceived transaction value.In addition,bundles are evaluated more positively when presented with itemized price.There is no significant impact of price framework on perceived acquisition value,and perceived transaction value exist the partial mediating effect.Regression analyses reveals that brand knowledge has a significant moderating effect,that is,the degree of impacts of price framework on perceived value and purchase intention is significantly different when the tourists' brand knowledge is different.The findings suggest that there is no significant difference in perceived transaction value,perceived acquisition value and purchase intention under different price frameworks if tourists' brand knowledge to OTA is low.On the contrary,if tourists' brand knowledge to OTA is high,tourists have higher perceived acquisition value,perceived transaction value and purchase intention as price presentation is itemized price.To help managers promote tourists perceived value and purchase intention,managerial implications of the findings are discussed for managers considering product bundling as marketing strategy based on the conclusion.