Open Access Open Access  Restricted Access Subscription or Fee Access

Multiple Regression Model for the Determinants Influencing the Travel Agency’ Service Innovation on Customer’ Purchase Intention

Ho Tza Ya, Shang-Pao Yeh, Chich-Jen Shieh


The emphasis of leisure has domestic and international touring population largely increase in recent years. Such an impact has also increased the weight of tourism industry, and travel agencies in Taiwan have worked on enhancing the service quality for the competition. Nevertheless, service quality has been regarded as the fundamental, with the change of industrial characteristics, and the development of service innovation is emphasized for larger profits. This study aims to discuss the relations between travel agency’ service innovation and customer’ purchase intention in Taiwan. Adult tourists of Trump Travel Service Ltd. are sampled for quantitative questionnaire survey. 360 questionnaires were sent, 247 were returned, of which 207 valid questionnaires, the response rate was 57.5%.

Having service innovation as the independent variable and customer’ purchase intention as the dependent variable, the casual relationship between the two variables is preceded data analyses with Regression Analysis and Analysis of Variance. The results show that 1.service innovation appears partially positive effects on Planned Purchase in customer’ purchase intention, 2.service innovation reveals partially positive effects on Partially Planned Purchase in customer’ purchase intention, 3.service innovation present partially positive effects on Non-Planned Purchase in customer’ purchase intention, and 4.some demographic variables appear moderating effects on the correlations between service innovation and customer’ purchase intention.


Travel Agency, Service Innovation, Customer’ Purchase Intention

Full Text:



  • There are currently no refbacks.

Disclaimer/Regarding indexing issue:

We have provided the online access of all issues and papers to the indexing agencies (as given on journal web site). It’s depend on indexing agencies when, how and what manner they can index or not. Hence, we like to inform that on the basis of earlier indexing, we can’t predict the today or future indexing policy of third party (i.e. indexing agencies) as they have right to discontinue any journal at any time without prior information to the journal. So, please neither sends any question nor expects any answer from us on the behalf of third party i.e. indexing agencies.Hence, we will not issue any certificate or letter for indexing issue. Our role is just to provide the online access to them. So we do properly this and one can visit indexing agencies website to get the authentic information.