Customer Perceived Value (CPV) And Its Relationship With Users' Behavior Intention In Tourism Websites Context

There are 30 years history in the perceived value study in the marketing field.Customer perceived value(CPV) is the a customer's perceived preference for and evaluation of those product attributes,attributes performances, and consequences arising from use that facilitate(or block) achieving the customer's goals and purposes in use situation.The theory and practice have proved that, they could afford an instruction for the improvement of products or services.So all the companies start to pursue CPV which is an important prerequisite of the core competitiveness.However, there are not so many CPV research about websites,especially in a tourism website context, even if there are already a great deal of study on the physical objectives. And now tourism website can be seen as integration of physical objective, information and services, which means toursim websites also need CPV delivery.Lately, it is common for a foreigner to search information,book plane ticket or hotel,and purchase package tourism product on a toursim website with the rapid development of internet.Meanwhile, domestic tourism websites also have got rapid expansion, and there are about 500 tourism website in China mainland.Toursim websites need advanced management concept and marketing perspective. CPV theory could help to explain consumer behavior, understand user's perference and assessment, forecast user's behavior intent, which will be useful for the marketing decision.Starting from CPV perspective, This article mainly discuss CPVand its relationship with users'behavior intention in tourism websites context.Ctrip domestic users are the objective of demonstration research.As is shown in the results, there are four demensions for the tourism website—utility value,deal value,brand value and emotion value, and utility value contain three factors—convenience,service and quality.CPV could be a determinant of behaivor intent. Revisit website intent, word of mouth(WOM) intent and purchase intent are included in positive intent, and negtive intent only contain switch intent in this research.As is shown in the result, every CPV dimension has positive correlation with positive behavior intent. Revisit intent and WOM intent are easier to achieve than purchase intent. Almost no CPV dimension has correlation with negtive intent, which shows that even if a user has perceived high CPV, he is still likely to switch to other websites. Different people have different CPV, and there is the most notable discrepancy among groups with different income.