The Effects of Time-limited Pressure and Perceived Value on Consumers' Intention to Purchase: A Study of Travel Fairs

In this paper we establish a consolidated framework to verify the association of consumers' purchase intention under the time-limited situation, by employing the linear structure equation model for data test. The questionnaire sample collected from consumers visiting two annual International Travel Fairs in Taiwan, 2007. The empirical results indicate that time-limited pressure has positive significant influence on perceived value and purchase intention. In addition, perceived value is served as a mediating factor between the relationship of time-limited pressure and purchase intention. The results would provide tourism businesses with a beneficial reference for planning a marketing strategy.