거래비용분석(Transaction Cost Analysis)관점에서 채널애호도 선행변수에 관한 연구

• 영문명: A Study on Antecedent Variables of Preference and Loyalty for Channels Based on the Perspective of Transaction Cost Analysis: Focused on Online Travel Packages
• 발행기관: 한국관광학회
• 저자명: 임성택 김정만
• 간행물 정보: 『관광학연구』제30권 제5호, 341~360쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.10.31

영문 초록

The purpose of this paper is to conceptualize, develop and validate independent variables that result in consumers’ satisfaction, preference and loyalty for the tourism online channel. I examine antecedents of consumers’ satisfaction, preference and loyalty toward e-commerce channel, utilizing Transaction Cost Analysis (TCA) as the lens to examine online consumers’ satisfaction,preferenceand channel loyalty. The study found that TCA components - asset specificity, uncertainty and frequency -are important in forming consumers’ attitude and satisfaction with online channel. Only uncertainty is formed to be significant determinant of channel preference in TCA components. The results of the survey on 220 consumers revealed that asset specificity, uncertainty and frequency are key determinants of consumers’ loyalty assessed by their satisfaction with the EC channel. Lastly, applications and related limitations are discussed.

목차

I. 서론

II. 이론적 배경과 연구가설

III. 연구방법

IV. 실증분석

V. 결론

참고문헌

키워드

거래비용분석 전자상거래 채널만족 채널선호 채널애호도 Transaction cost analysis e-commerce Channel satisfaction Channel preference Channel loyalty