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The purpose of this paper is to focus on the influence of purchase intentions on repurchase decisions, and also to examine the moderating effects of reference groups and perceived risks.

The travelers on Taiwan tourist trains were surveyed. Convenience sampling was used to collect primary data. A total of 1,200 questionnaires were distributed and 1,155 effective samples were collected. The effective return rate was 96 percent. Regression analysis was used to test hypotheses.

The paper finds that; purchase intentions will have a positive effect on repurchase decisions: the higher the informational reference group influence, the greater the positively moderating effect between purchase intentions and repurchase decisions; the higher the value‐expressive reference group influence, the greater the positively moderating effect between purchase intentions and repurchase decisions; and the higher the psychological risk, the greater the negatively moderating effect between purchase intentions and repurchase decisions.

Limitations of the study are: the research targets the travelers on tourist trains. Consequently, it is less efficient in external validity due to the limited scope; the conceptual limitation needs to be elaborated more; and, since the research adopts the cross‐sectional research method without longitudinal section study it may be limited in the generalization. The moderating effects of reference groups and perceived risks have been examined on the inconsistency between purchase intentions and repurchase decisions in the study.

In tourism, reference group influence can provide the opportunity for individuals to communicate with group members in sharing the experiences of a destination and selection of a particular purchasing decision. The sole moderating effect of psychological risk has been verified among three dimensions. Therefore, the measurement and enhancement are critical for marketers to handle future business.

The extra value of the paper is to combine theory and practice together, and verify the moderating effects of reference groups and perceived risks between purchase intentions and repurchase decisions.

The globalisation of the world economy has left governments less powerful and threatened cultures with homogenisation. The Huntington thesis – that the world is now divided into rival civilisations and that they are likely to be the source of the next round of world conflicts – may seem weak in the light of this. In fact many people fear that economic efficiency will produce a single culture and, because it will be dominated by hotly competing corporations with little restraint, will threaten civility itself. R.G. Collingwood even argued that economics as a practical science threatens civilisation by its very existence. This paper argues that, if one takes seriously Collingwood’s own distinction between wealth and riches, and if a co‐operative economy can be made to flourish, civilisation can readily survive. Wealth in these terms is a community resource which frees up human possibilities, riches are personal barricades and a source of power, and we can understand how to maximise wealth without creating unnecessary riches. In these terms the three main competing civilisations – that of the West, that of Islam, and the Chinese civilisation which is exemplified, for instance in Taiwan, may well survive and remain distinct. They represent basic human choices. For one can have societies in which the major focus is on individuals, societies in which it is on the community as a whole, and societies in which it is on families, social groups, churches and other institutions which comprise civil society.