Abstract
Research on Taiwan’s domestic tourism, the explanatory
power of QVB model has reached 54%. However, the explanatory power of QVB and
PVB on financial and tourism services is still controversial. This study mainly
discusses the moderating effect of financial well-being as the perception
process of purchasing overseas tourism services. Based on QVB model, we
construct three models for higher explanatory power. Questionnaire survey was conducted among 150
overseas teaching visitors and tourists in December 2018. The data were
analysed with moderating mediated PVB model by regression equation and Hayes
process model 7, QVB+PVB model and QVB+
moderating mediated PVB model by structural equation model. The results show
that perceived value has a full mediating effect on price and behaviour. When
financial well-being is included as a moderating factor in PVB model, the
explanatory power of moderating full-mediating PVB model is enhanced to 59%;
After mixing the moderating full-mediating PVB model and full-mediated QVB
model, the explanatory power of the full structural equation model was 61%. The
results provide a reference for the theory and practice of behavioural finance.
When people enjoy material possession and spiritual connection with the world,
their perceived quality and the price they pay depend entirely on their
perceived value, and their purchase intention depends on the condition and
degree of financial well-being.
