An Empirical Study of the Effect of Perceived Price on Purchase Intention Evidence from Low-Cost Carriers
Ya-Hui Wang, Li-Yan Chen

Abstract
Low-cost Carriers (LCCs) have become an option for Taiwan’s travelers now. This study uses LCCs consumers as research subjects to investigate the relationships and effects of perceived price, perceived value, perceived risk, purchase situation, and purchase intention. The research findings show that perceived price fairness has a direct effect on perceived value, perceived risk and purchase intention. Perceived price fairness also has an indirect effect on purchase intention via perceived value and perceived risk. Moreover, purchase situation has a direct impact on purchase intention. However, perceived risk does not have a direct effect on perceived value.

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