여행상품의 지각된 가치에 대한 탐색적 요인 분석

Value has been widely recognized in the past decade by researchers as an important consideration in consumers' service selection and product purchase decisions. Empirical academic research, however, has concentrated on the impact of consumers' perceived value on the attitude to purchase rather than on the resulting behavior itself. Although the post-purchase perceived value of a product or of a service has been studied, little research has been done into the measurement of the overall perceived value of a purchase, where the consumer evaluates not only the consumption experience but also the purchase experience. In this article, the construct of customer-perceived value is first assessed through a literature review. Then a multiple-item measure of customer value is developed. We have developed a scale of measurement of the perceived overall value of a purchase through 35 items grouped into seven dimensions: (1) functional value(physical variables); (2) functional value of the contact personnel of the travel agency; (3) functional value of the tourism package purchased (travel quality); (4) functional value (price); (5) functional value of the contact personnel in the travel process(quality of T/C, T/G); (6) emotional value; and (7) social value.