The Study on the Moderating Effect of Regulatory Focus on Tourism Social Commerce: Focused on the Relationship among Customer Value, Satisfaction and Continuous Use Intention

관광소셜커머스상의 관광객 조절초점의 조절효과에 대한 연구: 고객가치, 만족도, 지속적 이용의도간의 관계를 중심으로

  • 박현지 (동명대학교 관광경영학과)
  • Received : 2016.01.25
  • Accepted : 2016.03.20
  • Published : 2016.03.28


We analyzed the relationship among customer value, satisfaction and continuous use intention of tourism social commerce in this study. And also we observed the moderating effects of regulatory focus on the relationship between customer value and satisfaction. As the results, we found partially positive relationship between customer value and satisfaction and positive relationship between satisfaction and continuous use intention of tourism social commerce. The regulatory focus partially moderated the relationship between customer value and satisfaction. Finally we emphasize the importance of customer value, enhancing promotion focus and weakening prevention focus for continuous use intention of tourism social commerce.


Tourism Social Commerce;Regulatory Focus;Customer Value;Satisfaction;Continuous Use Intention


Supported by : 동명대학교


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