A Study of Consumer's Online Buying Intention on Tourism Products from the Perspective of Perceived Value and Promotional Strategies

Targeting at online shopping websites for tourism products, this research used two studies to explore the factors that affect consumers' willingness to purchase tourism products online based on perceived value and promotional strategies using the concept of Benefit, Opportunity, Cost and Risk. A total of 570 valid questionnaires were obtained. The analysis empirical data of first study showed that the reference price, opportunity rarity, searching cost and performance risk all exerted a positive impact on perceived value and group buying intentions. Among the three promotional strategies, only price discounts had a significant impact on consumers' willingness to participate in group buying. This means that the higher the price discount, the greater its impact on perceived value and group buying intentions will be. It is hoped that online travel agents can use the results of this study as a reference to better understand the needs of consumers. The present study finds that the perceived value is positively affected by reference price, opportunity rarity, performance risk, and searching cost. Whereas, perceived value will positively affect the group buying intention if the product has a good discounted price and which enhance the public's interest to pay for a good or service. The present study sufficiently addresses the available research gaps that can be remarkable research for the researchers, academicians, and the industry towards setting up online buying intention of the tourists on tourism Products.