거래비용경제학의 적용(TCE)에 의한 인터넷 여행상품 구매의도 분석

• 영문명: An Applicayion of Transaction Cost Economics to e-Tourism: A Comparison of Customers Model and Prospects Model
• 발행기관: 한국관광학회
• 저자명: 김영국 한상현
• 간행물 정보: 『관광학연구』제32권 제1호, 251~272쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.02.29

영문 초록

This paper is to investigate internet customer intention to purchase travel products in connection with transaction cost. In the model authors presuppose three variables： uncertainty, asset specificity, and perceived trust as transaction costs, transaction costs as mediating variable and finally customers’ buying intention as endogenous variable. With data gathered from 419 questionnaire writers tested the model by structural equations. The result shows that consumers’ willingness to buy the products is determined by the transaction cost, while prospect groups tend to involve with asset specificity, the transaction cost, and purchase intention.

목차

I. 서론

II. 이론적 고찰

III. 연구방법

IV. 분석결과

V. 결론 및 시사점

참고문헌

키워드

거래비용경제학 거래비용 인터넷 여행상품 Transaction Cost Economics Transaction Cost Internet travel products