여행상품 라이브커머스 특성이 지각된 가치와 구매의도에 미치는 영향: 가격민감도의 조절효과

• 영문명: The Impact of Travel Product Live Commerce Attributes on Perceived Value and Purchase Intention: The Moderating Role of Price Sensitivity
• 발행기관: 한국해양관광학회
• 저자명: 여순심(Soon-Sim Yeo)
• 간행물 정보: 『해양관광연구』제18권 제3호, 249~267쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

This study examines the effects of live commerce attributes on perceived value and purchase intention in travel products, and tests the moderating role of price sensitivity. A survey was conducted with 266 consumers who had experience with travel live commerce. Results show that interactivity, economic value, convenience, entertainment, and informativeness all positively influenced perceived value, which in turn significantly affected purchase intention. Price sensitivity partially moderated the relationships, strengthening the effects of economic value and convenience. This suggests that price-sensitive consumers perceive greater value in price benefits and procedural simplicity. Managerially, strategies such as enhancing interaction, clarifying economic benefits, simplifying booking/payment, and tailoring offers by price sensitivity are recommended.

목차

Ⅰ. 서 론

Ⅱ. 이론적 연구

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론과 제언

참고문헌

키워드

라이브커머스 여행상품 지각된 가치 구매의도 가격민감도 Live Commerce Travel Products Perceived Value Purchase Intention Price Sensitivity