부산대학교 도서관

Purpose: This research mainly understands the relationship between the brand image, perceived value and consumption intention of resort operators. Methods: The research object was the resort operators in Taiwan. A total of 275 questionnaires were distributed, and a total of 250 valid questionnaires were obtained. The effective recovery rate was 90.91%. Research data processing uses the linear structural equation model to explore the correlation between the facets. Results: 1. The 'brand image' of the resort operators has a significant positive impact on the 'perceived value'; 2. The 'brand image' of the resort operators has a significant positive effect on the 'purchase intention'; 3. The brand image of the resort operators has a significant positive impact on the 'purchase intention' through the 'perceived value', so the perceived value plays an intermediary role. Therefore, when the resort operators increases the perceived value of consumers, it will increase the willingness of customers to buy. Conclusion: The brand image of the resort operators has a significant positive effect on the perceived value and purchase intention. Therefore, the higher the brand image, the higher the consumer's perceived value and purchase intention.