온라인 여행사(OTA) 이용자의 지각된 혜택이 지각된 가치와 공동가치 제안의도에 미치는 영향

• 영문명: The Effects of Perceived Benefit of OTA Users on Perceived Value and Intention to Co-Create : Focusing on the Value-based Adoption Model
• 발행기관: 관광경영학회
• 저자명: 민소라 이슬기 김영택
• 간행물 정보: 『관광경영연구』제24권 제3호, 275~292쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.05.31

영문 초록

The purpose of this study is to investigate the effects of perceived benefits of OTA users on perceived value and intention to co-create. The data was collected for two months from November to December 2019, and finally 231 questionnaires were analyzed. A structural equation model was used to test the hypothesis. The analysis results are as follows. First, informativeness, economics and convenience have a significant positive effect on perceived value. Second, informativeness had a positive effect on the intention to co-create. Third, perceived value had a positive effect on intention to co-create. Fourth, perceived value has a mediating effect on the relationship between perceived benefits and intention to co-create. This study has the academic implications of expanding the scope of research and the practical implications of providing basic data for improving intention to co-creation of OTA.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경 및 가설설정

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

OTA Perceived Benefit Perceived Value Intention to Co-Create