張 巧韵

This research aims to understand how price influences online consumer decision-making when purchasing tourism products through websites in Taiwan. In-depth company and consumer interviews were carried out to gain insights into customer perceptions of price. Companies such as travel agencies，computer reservation systems, hotel reservation systems and academics are embedded in this study in order to capture a holistic picture.

This research aims to understand how price influences online consumer decision-making and how the Internet influences price when purchasing tourism products through websites in Taiwan. In-depth company and consumer interviews were carried out to gain insights into customer perceptions of price. Companies such as travel agencies, computer reservation systems, hotel reservation systems and academics are embedded in this study in order to capture a holistic picture. The results indicate that the Internet facilitates purchase price consistency within the travel agency; however, there is no guarantee that consumers will definitely obtain the best offer when shopping online. In addition, price seems to be an integral element that appears more than once in the entire decision-making process. Price is not only the first, but also the last element in the decision-making process.

The purpose of this study is to investigate online customer-perceived value in relation to the online purchase of tourism products in Taiwan. The concept of value has been discussed in different fields for a long time. This study synthesises findings from these areas in order to identify the key antecedents and consequences which influence customer-perceived value in a B2C e-commerce setting. The customer-perceived value model which is developed broadens the value literature by integrating a range of key variables (i.e. price, quality, sacrifice and satisfaction) into a single theoretical framework. A systematic process of model development is followed to ensure a robust foundation for assembling the measure. <br /> <br /> A mixed-method research approach has been employed in order to gather in-depth data from a wide area, thereby enhancing the reliability and validity of the analysis. 40 company respondents from 18 companies and 45 consumers were interviewed in the exploratory phase, which enabled the components of the customer-perceived values to be considered. By co-operating with Taiwanese travel agents 914 usable consumer questionnaires were collected in the main survey. The model was tes