The Effects of Perceived Price and Brand Image on Value and Purchase Intention: Leisure Travelers' Attitudes Toward Online Hotel Booking

ABSTRACT This study investigates the effects of perceived price and brand image on perceived quality, trust, perceived value, and travelers' purchase intentions for online hotel booking. The results of this study suggest that if leisure travelers perceive that a price offered by a hotel is more affordable than their internal price standard or competing prices, they tend to believe that quality might be low, but they tend to have high consumer value and are more likely to have greater purchase intention. It is also noted that brand image significantly affects quality and trust perceived by consumers. Overall, trust appears to play an important role in improving long-term customer value in online dynamics.