온라인 여행상품선택속성이 신뢰와 관계지속성 및 구매의도에 미치는 영향

• 영문명: The Effect of Online Travel Product Selection Attributes on Trust, Relationship and Purchase Intention
• 발행기관: 관광경영학회
• 저자명: 신상준
• 간행물 정보: 『관광경영연구』제23권 제7호, 593~609쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

This study examined the relationship between information quality, transaction, communication, and stability, which are sub-dimensions of online travel product selection attributes, on trust, relationship persistence, and purchase intention. Data collection was conducted for 30 days from June 25, 2019 to July 25, 2019.A total of 500 questionnaires were distributed to collect 379 copies of the questionnaire. Covariance structure analysis was conducted to verify the factor analysis, reliability verification, and research hypothesis using SPSS 23.0 and AMOS 23.0 for 354 copies. The summary of the analysis is as follows. First, information quality, transaction, and communication, which are sub-dimensions of online travel product selection attributes, have a significant effect on trust. However, stability did not appear to have a significant effect on confidence. Second, information quality, transaction, communication, and stability were found to have a significant effect on relationship persistence. Third, trust has a significant effect on relationship persistence. Fourth, information quality and transaction had a significant effect on purchase intention. However, communication and stability did not have a significant effect on purchase intention. Lastly, trust and relationship persistence had a significant effect on purchase intention.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Online Travel Product Selection Attributes Trust Relationship Purchase Intention