在线旅游捆绑销售的价格框架对旅游者购买意愿的影响研究——感知交易价值的中介作用与品牌认知的调节作用

吕宁, 张劲丽

A Study on the Impact of Bundled Packages Price Framework on Tourist’s Purchase Intention on the Online Travel Market : The Mediating Effect of Perceived Transaction Value and the Moderating Effect of Brand Knowledge

Ning LV, Jinli ZHANG

表1 携程网“北京—上海4天3晚”机酒套餐产品设计

Tab.1 Flight and hotel package for three nights and four days from Beijing to Shanghai